Research Of Personal Financial Services' Customer Relationship Management In China

With the economic development of our country, the improvement of personal income level, residents'demand for the professional financing is being strengthened constantly. However, the personal financial services in our country regards products as the centre,which is far from meeting residents'financing demand. This paper adopts the theory of Customer relationship management(CRM), which regards customer as the centre. In this paper, we subdivide the customers into different groups. Then, we analyse different groups'historical value, and dig out its potential value, in order to realize that the profit of personal financial services is maximized.Chapter one is preface, which introduces the background, significance of selection and the structure of this paper. Chapter two is mainly a summary of personal financial services, which introduce the concept and the object of personal financial services, the personal customers'financial statement and the risk remuneration theory of the financing investment. Chapter three introduces the current situation of personal financial services in our country, and analyses advantages and disadvantages compared with foreign countries. Chapter four mainly introduces the concept and characteristic of CRM, analyses CRM's importance to personal financial services and states the implementation procedure of CRM. Chapter five is the last chapter and the core of this paper, which is divided into four sections: section one sets up customer's information database; section two analyses the customers'characteristics and subdivide the customers. Here, we have not adopted the traditional quantitative method of systematic cluster analysis, but according to the actual conditions, we use the fuzzy cluster method, which is more suitable to personal financial services customers in huge quantity; section three analyses different customer groups' value, divides the customer's value grades and analyses the customer's life cycle structure in order to realize the control over customers'lifetime value. The last section is some suggestions about developing CRM of personal financial services in China.