Research On Customer Relationship Management In Retail Business Of Head Office Branch-Fudian Bank

With the rapid development of the economy,the competition in the financial industry is becoming increasingly fierce,showing a white-hot trend.Customers' requirements for banks are also increasing.Their consumption concepts and purchasing behaviors are becoming more and more mature.the consumption market has been gradually changing from the seller's market to the buyer's market.They will not be loyal to the products of a bank without any purpose.As a result,banks need to meet the increasing individualized requirements of customers both in terms of products and services.If banks want to remain invincible,seize new markets and attract new customers,as well as doing a good job in maintaining the relationship between existing customers,building a good and close customer relationship has become an urgent problem to be solved.Customer relationship management,as one of the main methods to improve the core competitiveness of banks,has its great significance.Through advanced customer relationship management concepts and a series of customer-centered management methods,improve the intelligent level of CRM system,subdivided customers effectively,and introduced adaptive management methods and products to classify the customers,dynamically tracked and managed within a certain period of time.At the same time,complete products and suitable people are equipped.Only in this way,banks can maintain old customers,attract new customers,achieve customer loyalty,enhance customer stickiness,and ultimately maximize customer value and increase bank profits.This is the key to improve customer relationship management.The purpose of this paper is to take the Head office Branch of Fudian Bank as an example,makes a concrete analysis of the development of its retail customer relationship management from the perspectives of the basic theory of customer relationship management,customer value theory,customer segmentation theory and relationship marketing theory,to point out the problems existing in the retail customer relationship management:under-developed management concept,incomplete customer stratification,incomplete product design,lack of comprehensive personnel training,combined with theory and successful experience of other banks,to raise some targeted improvement suggestions and countermeasures.