Strategy Research On Customer Relationship Management Of Agricultural Bank Of China Heilongjiang Branch

As the competition in the financial market is becoming increasingly fiercer,buyer's market becomes the new trend.In consideration of the fast-changing market and diversified customer needs,how to keep steady growth and seek development has turned out to be a major task for commercial banks.Being a giant financial institution with vast network in urban and rural areas,Agricultural Bank of China Heilongjiang Branch must innovate thinking patterns and emphasize the importance of customer relationship,taking CRM a key to improve bank-customer relationship and increase bank revenue.Based on the existing customer relationship management theory and method,this paper puts forward the research contents and methods of this paper,and analyzes the problems and reasons of the customer relationship management practice based on the basic development of Agricultural Bank Heilongjiang branch and the external environment.And then,this paper expounds the improvement strategy of customer relationship management from the aspects of management goal,organizational structure,business process,customer relationship maintenance,information system construction,and puts forward the implementation of enterprise culture,human resources,incentive mechanism,electronic channels and other aspects of the implementation of security.Agricultural Bank,as a financial institution that spans the urban and rural areas,must change the management concept to improve the core competitiveness,optimize the allocation of resources,establish and improve the customer relationship management system and scientific system evaluation system to improve customer loyalty.This is a long-term task and requires full planning and step-by-step implementation.In this research paper,the author studies a variety of measures and hopefully will provide some valuable suggestions for the bank.