Study On Retail Customer Relation Management Of Yingkou Branch Of Industrial Bank

The marketization of interest rate,financial disintermediation and the rise of Internet finance have changed the patterns and rules for the development of traditional retail business of commercial banks.At the present stage,the homogeneity competition of commercial banks has become increasingly fierce,which has prompted commercial banks to place the development of retail business as the core strategy.Various commercial banks have strengthened the investments and innovation initiatives,and the establishment of a customer-oriented customer relation management system is also the preferred management strategy for commercial banks.Customer relation management can effectively help commercial banks develop retail business,fully develop、maintain、and explore quality customers,building long-term and stable relationships with customers,and enhance their advantages in the industry,thereby increasing the share and core competitiveness in financial market.With Yingkou Branch,Industrial Bank as the object of study,this paper discusses its retail customer relation management by analyzing the retail business status quo of this branch,applying marketing and management to analyze the existing problems and causes with customer relation management in retail business so as to propose plans to improve the retail customer relation management of Yingkou Branch and promote its competitiveness and influence in Liaoning market.Meanwhile,it is hoped that this paper can provide reference for the construction of retail customer relation system of joint-stock commercial banks in similar kind.