Research On Optimization Of M-Bank Retail Customer Relationship Management Strategy

The changes in China's banking industry are closely related to the overall macroeconomic operation.For many years,the domestic economic development level has shown a steady growth trend for a long time.In 2018,China's economic structure continued to adjust and optimize.It coincided with the 40 th anniversary of reform and opening up.Various industries achieved new breakthroughs.Both quality and efficiency climbed higher,residents' incomes rose steadily,and living standards continued to improve.The annual GDP reached 900,309.100 million yuan,an increase of 6.6% over the previous year,and achieved the expected development target of 6.5%.The steady development of China's economy has provided a broad blueprint for the further transformation and development of the banking industry.Along with the steady development of the macro economy,the Chinese banking industry achieved relatively stable growth.By the end of June 2018,the total assets of China's banking financial institutions were 260.19 trillion yuan,a year-on-year increase of 7.0%.Among them,the total assets of China's commercial banks was 203.06 trillion yuan,a year-on-year growth rate of 6.76%,accounting for 78.04% of the total assets of China's banking financial institutions.At the same time,more joint-stock commercial banks have been rapidly established and developed rapidly.“Consumers” have become important strategic reserves and resources for various banking institutions,and competition in this field has become increasingly fierce,and with changes in macroeconomic policies and industries.The tightening of regulatory requirements is gradually gradual.However,the products and services presented by various banks,especially the joint-stock commercial banks,tend to be homogenized,and it is difficult to truly match the unique and individual needs of consumers.Therefore,how to truly meet the basic needs and customization of customers.On the basis of demand,customer relationship management,creating an ecological virtuous circle system with customers,and establishing a good interaction relationship have become important problems faced by various banking institutions.Customer relationship management aims to improve the relationship between enterprises and customers.It is a new management mechanism that can reflect high efficiency and high added value for the banking industry,especially the highly competitive commercial banks.The development and application of the theory of customer relationship management has provided banks with good technical guidance and fertile soil,which has left most of the banking institutions in the market with a bottom-up and perseverance change from the inside out.It has become a full-service provider and practitioner of financial products.The customer relationship management of the banking system has become one of the important tasks of various types of domestic and international banks at this stage,but the inherent attributes and important status of finance,especially the banks,have caused many problems and drawbacks in transformation and change,plus Customer relationship management system has its complex characteristics and unique development path,making the change of customer relationship management of banks more challenging.This paper takes M Bank as the research object,based on the customer relationship management system set up in 2017 by the “customer-centered” strategic concept,based on the customer relationship management theory,it describes in detail the M bank retail.The reality of customer relationship management is a comprehensive summary of the objective problems that exist in the implementation process.The necessity and feasibility of transforming its retail CRM strategy from two internal and external dimensions were analyzed in detail,and several major principles that need to be paid attention to the change of M-bank retail customer relationship management were put forward.Five aspects,such as model,brand image,channel management,talent training and system construction,and monitoring management mechanism,propose optimization measures and recommendations to enhance their market competitiveness and sustainable development capabilities.Taking the commercial banks with the highest degree of domestic marketization as the research object,the field research method is aimed at the analysis and research of M Bank's retail customer relationship management practice.In the context of today's serious homogenization competition,this is beneficial to M Bank.The actual advantages and objective problems of this business can be solved by solving the practical problems exposed,in order to improve the competitiveness of M Bank in the market,and also counteract the continuous improvement of customer relationship management theory.The combination of practice enriches the content of theoretical research and maintains cutting-edge,innovative and guiding.At the same time,this study has certain reference significance for the research and strategy adjustment of retail customer relationship management of commercial banks with similar characteristics.