Research On The Refinement Of Customer Relationship Management In Small City Commercial Banks

With the increasing competition in the financial industry,China's banking business strategy from the pursuit of "economies of scale" to change customer efficiency.In the fierce market competition,the bank must improve the level of customer service,maintain existing customers,develop new customer resources.How to meet the customer's individual needs through customer relationship management has become the core of banking competition.City commercial banks are in a weak position in the banking industry.As a representative of small city commercial banks,Fu Dian bank is very urgent to improve customer relationship management and improve customer satisfaction and loyalty.The full text is divided into six parts.First of all,the first chapter,based on the analysis of relevant literature at home and abroad,describes the relevant research background and significance.The second chapter mainly states relevant theory of small commercial bank customer relationship management,customer relationship management theory,is mainly the small commercial bank customer relationship management value chain analysis,value analysis,the formation mechanism of customer relationship management customer relationship management implementation of the four aspects of statements.The three chapter analyzes the current situation and existing problems of customer relationship management,and analyzes the function,content and existing problems of customer relationship management in third aspects.The fourth chapter analyzes the characteristics of customer demand of small commercial banks,mainly from four aspects: customer type,demand characteristics,demand trends and service cost analysis.The fifth chapter discusses the construction of the fine management system of customer relationship,mainly from three aspects: the fine management of customer relationship,the main content and the system design.The sixth chapter begins with case studies,selects Yunnan Fudian bank,studies its current situation,existing problems and Countermeasures of meticulous management of customers in Yunnan.