Strategy Reseach On Customer Relationship Management Of CCB In Hei Long Jiang Provincial

With the continuous deepening of China's financial system reform,foreign banks,Internet financial institutions,and city commercial banks have entered China's financial markets one after another,thus breaking the competition pattern of the "four big" state-owned commercial banks for many years of monopoly.In order to be in an invincible position in the fierce market competition,commercial banks have changed their business ideas,from product-centric to progressively focused on demand and service.Good customer relationship management is an important management tool to meet customer needs and improve services.Therefore,customer relationship management has become the focus of commercial banks to ensure customer share and enhance core competitiveness.As a large financial institution in Heilongjiang Province,Heilongjiang Branch of Construction Bank has made great contributions to the economic development of Heilongjiang Province.However,in recent years,its market share has been declining year by year,and customer losses have been severe.Faced with this situation,optimizing and improving customer relationship management has become a real problem that the construction bank Heilongjiang Branch needs to solve urgently.This paper first explains the theory of customer relationship management,the theory of bank customer relationship management,and the status quo of research at home and abroad,and use it as the theoretical basis for research,while determining the research structure and content;Secondly,it analyzes the customer relationship management environment of Heilongjiang Branch of CCB from the perspectives of macro environment,industry competition environment and SWOT analysis;Then through the analysis of the status quo of customer relationship management of Heilongjiang Branch of Construction Bank,it is found that there are problems such as insufficient customer development,unscientific customer classification,imperfect management process and insufficient information utilization.The main causes of these problems are lack of planning,backward systems,weakened talent structure and data barriers;Then,based on the existing problems and causes,the customer relationshipmanagement improvement strategy was formulated from the perspectives of refinement management planning,perfect management system,reengineering management process and optimizing management platform.Finally,in order to ensure the smooth implementation of the formulated strategy,safeguard measures were proposed from the perspectives of concept,culture,organization,talents and technology,customer relationship management research is a theoretical,practical and systematic work.It is hoped that this study can guide the practice of CRM in Heilongjiang Branch of China Construction Bank,and also provide some reference for other commercial banks.