Customer Relationship Management Research Of Credit Card Installment,A Bank Shanghai Branch

In financial markets,under the dual influence of the interest rate marketization reform and the Internet financial,the degree of China's financial markets competitive escalation,Banks relying on the traditional way of earning spreads profit has been unable to maintain,in order to obtain sustainable competitive advantage,conquer the highest position in the future market competition,various financial institutions constantly promoting and upgrading management way,and increasing investment in the retail business.In April 2016,the People's Bank of China,the China Banking Regulatory Commission jointly issued by the "about for a new consumer financial support in the field of guidance"([2016] no.92).The release of the file shows that consumer finance will get positive upward for a long period of time."Expanding domestic demand,consumption" will become an important engine of the new economy.As a form of consumer credit,credit card installment business has become one of the core business of the retail business.First,credit card is one of social phases pulling the growth of the social consumption,promote the healthy and sustainable development of social economy plays an important role.Second,it is conducive to banking development and adjust the structure of the customer,stability and enhance personal deposit base,improve intermediary business income,improve the structure of business income.So the research of the credit card customers,with the continuous improvement and innovation,market marketing strategy and customer management,improve the degree of interaction with customers in the marketing and service,to provide customers innovative personalized customer interaction and service process,finally to attract new customers,improve customers satisfaction and existing customers into loyal customers,expanding market share in stages,is the significant subject of developing the credit card installment business between various banks.Since 2008,when A bank Shanghai branch credit card business,as a strategic goal,in the field of credit card installment business marketing in a series of exploration,has obtained the good result,but also facing many challenges and problems,such as employee marketing concept is weak,product homogeneity serious,customer loyalty is relatively low.So in the current market competition heats up,under the background of economic growth is slowing,building an advanced for A bank Shanghai branch credit card installment customercharacteristic mode of customer relationship management,improving the level of customer management and efficiency,so as to promote its better,faster,going on the healthy development fast lane is suspends in front of Shanghai branch credit card practitioners a serious subject.This article is divided into five parts altogether: the first part introduces A bank Shanghai branch credit card installment products composition,studying the customer classification,the needs of customers and the characteristics of customer relationship;The second part studies the current situation of A bank Shanghai branch credit card installment and problem analysis;The third part is the developed countries as well as the industry leading Banks' good experience of customer relationship management(CRM);The fourth part is to perfect the countermeasures and suggestions of A bank Shanghai branch customer relationship management;The fifth part is the shortcomings existing in the research.The innovation of this article is mainly A bank Shanghai branch credit card installment business on the basis of customer orientation and segmentation for different products and services strategy and strengthen customer relationship maintenance and management,thus improving customer loyalty,and continuing to bring the intermediate business income.