Study On Personal Customer Relationship Management Of Bank Of China CJ Branch

In a competitive market environment,customers are regarded as a core resource by enterprises.Customer retention and acquisition and promotion of customer value and profit are related to the survival and development of enterprises.A large number of customers is a typical characteristic of commercial banks.In line with the international market,relaxing the admittance of private capital,making interest rates market-based,internet and information technology development and financial disintermediation have made the competition in China's banking industry increasingly fierce.The position of retail banking is prominent in the banking industry,which is the key area of the future competition,and determines the profit growth and continuous development of the commercial bank.As business competitions around customers become more and more intense,how to establish a firm relationship with the existing customers and gain more customers is the key to winning the competition.By analyzing the customer demand,continuously delivering value to the customer and finally achieving the improvement of commercial bank's profit.The continuous improvement of customer relationship management can improve the core competitiveness of commercial banks in the market competition,and fundamentally improve the management dilemma.Taking Bank of China CJ branch as a case research objection,this paper first summarizes the research results of domestic and international CRM theory,reviews the development and application of CRM in the banking industry,and lays a theoretical foundation for analyzing Bank of China CJ branch.Then,aiming at the specific situation of the customer relationship management of Bank of China CJ branch,it identifies the problems in the development process,finds out the reasons,determines the ways to solve the problems,and gives some suggestions for optimizing management.Through the research in this paper,I hope to offer optimization guidance to Bank of China CJ branch,and provide references for other branches of Bank of China and all the domestic banks.