The Research Of Retail Bank Customer Relationship Management Under Mobile Internet

With the development of mobile Internet,various new technologies such as big data,block chains and other technologies are constantly applied to the financial field,including the retail business of banks.Under such circumstances,the management mode and management mode of banks for many years have been greatly impacted.Under the traditional development mode,banks accumulate a large amount of customer data and customer transaction data.In the process of this kind of crude scale expansion,the utilization rate and efficiency of customer and business data are low,which leaves a hidden danger for the future development of banking business.When the market environment into the mobile Internet,many technologies have played an irreplaceable role in Product-Side and customer management,we see the development trend of advanced industry also foresaw the revolutionary direction of development.For example,the introduction and use of large data to help banks solve the future in the elaborate development stage of banks to adopt precision marketing to further improve customer relationship management.Under the mobile Internet mode,7*24 hours provide customers with convenient financial services.We have observed a sharp decline in the number of customers coming to stores in traditional banks under the impact of the development of mobile Internet finance.Before the bank customers need to queue up for a long time before they can do banking business.The retail customer manager of a bank only needs to wait for customers at the outlets to provide standardized products and services.In the design of financial products,banking products are not customized according to customer needs,all products and services are standardized.Banks have the power to franchise,and customers can only passively accept products and services that are not differentiated.However,with the opening up of Finance and the development of separate operation,the number of subjects entering banking business is increasing,and the number of institutions providing wealth management services is also increasing.The business of bank has been diverted by a large number of interbank and Internet platforms.Customers gradually choose other non-bank institutions besides banks as their main fund management channels.The symbolic event is the birth of yuebao in 2013.Its emergence diverted a large number of bank demand deposits,and a large number of long-tailed customers of banks gradually lost,which caused pressure on the bank's debt costs,and increased debt costs caused great pressure on its operation.The era of retail banking has rapidly entered the era of customer and complete competition from the era of product and monopoly.Under the new situation and new environment,this trend puts forward higher requirements for the management and operation of banks.The reform of retail banking is imminent,and the customers will win the world.Under the impact of mobile Internet finance,how to do a good job in the precise marketing of customers,to provide customers with personalized,diversified and accurate products and services;how to meet the potential financial services of customers through new media,and how to provide wealth management services for customers through mobile Internet is the thinking of every commercial bank.J bank as a microcosm of this batch of traditional banks,the financial impact of the Internet market-oriented interest rate reform,suffered a bottleneck of profitability growth.J bank is faced with problems such as customer churn,loss of deposits,slowly growth in revenue and so on.With the development of mobile Internet,J bank also vigorously develop the mobile phone bank,through the mobile Internet to make customer relationship management system,from the products,services and systems focus on the reconstruction of customer relationship management system architecture and try to organize.This paper will analyze the external operating environment of J Bank,through the analysis of the competition between the same industry and non-different industry,put forward the problems of the retail customer relationship management of J Bank,and put forward the corresponding customer relationship management strategy of J Bank by using the theory of customer relationship management.