Customer Relationship Management Innovation Of Small And Micro Enterprises In Rural Commercial Banks

As a joint-stock local commercial bank mainly serving farmers,agriculture and rural regional economic development services,rural commercial Banks are mainly clients of small and micro businesses.In order to realize sustainable and healthy development,rural commercial Banks must strengthen their small and micro enterprise customer relationship management.Stable and effective customer relationship management can improve the small micro enterprise loyalty to a bank,but also to the bank a targeted for small micro enterprises provide a good financial products and services,to increase the management benefit smaller businesses.Under the background of our country's economy into the new normal,healthy development of small micro enterprises in promoting China's economic and social development,especially promote the innovation and entrepreneurship,improve the new labor force employment,promote rural revitalization,increase farmers' income has important practical significance.Given the few small micro enterprise of rural commercial bank customer relationship management innovation comparison system studies,this research mainly based on the theory of customer relationship management(CRM)theory ?customer satisfaction theory and the enterprise life cycle theory,customer relationship management of commercial Banks evolution trend and characteristics are analyzed,and on this basis in chenzhou city of hunan province rural commercial Banks,for example,small micro enterprise of rural commercial bank customer relationship management based on data of large customer value existing in the mining problems such as lack of customer relationship management(CRM),no difference and the reasons for analysis,draw lessons from domestic and foreign commercial bank customer relationship management related on the basis of successful experience,put forward the optimization of rural commercial bank,the framework of small micro enterprise customer relationship management innovation and enhance its small micro enterprise customer relationship differentiation management innovation strategies and measures.