Study On Optimization Of Customer Relationship Management Of NJ Bank Based On Activity-based Cost Management

With the rapid development of Chinese economy,the arrival of the New Normal Economy,has had a great impact on the business development of Chinese banking industry.The economic growth rate has gradually changed from high to medium-high.The driving force of economic growth has gradually changed from traditional growth to new growth point growth.With China's economy entering the new normal,China's commercial banks are facing fierce competition,and problems such as non-performing loan rate rising and operating income declining are frequent.On the one hand,there is a high degree of imitation among banks in terms of products,market positioning,development strategies,etc.Small and medium-sized commercial banks have problems such as weak capital,narrow channel of supplementary capital and high loan concentration.On the other hand,the development of Internet finance has also impacted the service mode and status of banks.In this situation,commercial banks,especially small and medium-sized commercial banks,in order to occupy a piece of land in the market,must adjust their strategies,enhance their competitive advantages,customer-centered competition for customers and predominate in market shares.Customer Cost Management is not only an important part of customer relationship management,but also an important management way to carry out cost refinement in Management Accounting System.Customer profitability refers to the amount of profit that a customer can bring to an enterprise in a unit time.Customer Profitability Analysis is a new analysis tool based on Activity-based costing and it's an important means of implementation which shows"customer-centered" principle in the area of Customer Relationship Management.NJ Bank is a joint-stock commercial bank composed of state-owned shares,Chinese legal person shares,foreign shares and many individual shares.External factors such as capital constraints,interest rate liberalization,Internet finance,the new normal of the economy and the management accounting guidelines issued by the Ministry of Finance led NJ Bank to formally establish its management accounting department in October 2017 assisting other departments,mainly Financial Reporting Department and Financial Management Department,to take on the responsibility of value management,and strive to optimize cost management,including fine management,focusing on the aggregation of cost drivers,and establishing standard cost rates,leading the relevant departments pay attention to the cost.Under the background above,this paper takes the customer relationship management of NJ Bank as the research object,takes the cost perspective as the cut-in point,and takes the customer relationship management and the activity cost management as the theoretical foundation.Literature Research Method and case study method were used.Based on the on-the-spot investigation and interview of NJ Bank,this paper sorts out the current situation of Customer Relationship Management of NJ Bank,and puts forward some points that can be optimized in the process of implementing Customer Relationship Management of NJ Bank.For example,the cost allocation is extensive,the analysis result of the customer profitability is not accurate,and the design of the customer hierarchical management is not perfect,etc.Including the application of activity-based cost management to refine cost accounting,improving profitability analysis and optimize and improving customer level management quality,this paper probes into the promotion of the application of activity-based cost management to the optimization and refinement of Customer Relationship Management in NJ Bank,and points out the concrete guarantee measures for the optimization.I hope that the study can help NJ Bank improve its customer relationship management based on customer profitability analysis to a certain extent.Also,it is hoped that this paper can provide reference for more small and medium-sized commercial banks to carry out the optimization of Management Accounting System,fine cost management and customer relationship management.