Research On The Improvement Plan Of The Customer Manager System Of Industrial And Commercial Bank Of China Xi'an Branch

Since China joined the World Trade Organization,the market economy has gradually matured and the financial field has flourished.As foreign banks continue to pour into the domestic market and global competition among financial institutions becomes increasingly fierce,bringing great opportunities and challenges to the development of the banking industry.Domestic commercial banks have to change their business philosophy from product-centered to client-centered.The customer manager system has generally begun to be implemented.As a new marketing management mechanism,the emergence and development of the customer manager system of commercial banks is closely related to the market-oriented reform of the banking industry.It is an innovative product of commercial banks 'adaptation to changes in the financial environment and a major breakthrough in the implementation of customer development strategies.As a state-owned commercial bank,Industrial and Commercial Bank of China,in-depth study of the implementation status of its customer manager system can provide ideas for the bank to deepen reform,help the bank solve current problems and improve the competitiveness of its peers.This paper combs the commercial bank marketing theory,service marketing theory,incentive theory,the connotation and practice of customer manager system,and studies the actual case based on the Xi'an Branch of Industrial and Commercial Bank of China.Combined with the work experience accumulated by the author for many years,this paper analyzes the problems in the implementation of the customer manager system from the aspects of personnel management,marketing mechanism,service system,incentive and evaluation mechanism.In response to the above problems,the author proposes some suggestions for specific improvement programmes and safeguard measures.The study purpose of this paper is to hope that it can not only promote the implementation of the bank's customer manager system,but also provide some useful references for other commercial banks to further improve their customer manager system.