Research On The Improvement Of Retail Customer Relationship Management Of XY Bank Xi'an Branch

China's economy has experienced a recovery since the Reform and Opening up Policy and rapid development since then.And,various industries have entered the deep-water period of transition and development.At present,the increasingly fierce competition in the domestic and international financial markets,together with the rapid development of Internet finance,has a great impact on the survival and development of modern commercial banks which are faced with both opportunities and challenges.Inevitably,commercial banks enter the fierce competition and have to constantly carry out adjustments and reform according to market changes and requirements.Basically speaking,competition in all walks of life is still about improving the core competitiveness and customer management.Faced with such a situation,the development of retail business is the core of enterprises' competitiveness.Compared with the past,when commercial banks mainly focused on enterprise customers,they currently have to pay more attention to retail business and retail customers,whose contributions to banks are constantly increasing.Therefore,it has become an important issue for banks to stabilize their retail customer base,develop new retail customers,tap the value of retail customers and provide better products and service for their retail customers.This thesis,targeted on Xi'an Branch of Xing Ye Bank,is mainly to discuss the further improvement of retail customer relationship management.After having referred to literature in existence to know more about research on retail customer relationship management at home and abroad and analyzing the current situation of Xi'an Branch of Xing Ye Bank,especially its current retail customer relationship management,this paper has managed to find out its limitations on the bank concept,technology,customer segmentation and management and then solutions are proposed correspondingly.At the same time,in order to ensure the smooth implementation of these solutions,some supporting measures are listed in the paper,such as resource tilt and risk prevention.This paper,by conducting lots of research,tries to provide effective ideas and solutions for the further improvement of retail customer relationship management of Xi'an Branch of Xing Ye Bank,which,hopefully,will certainly be able to improve the competitiveness and influence of the Xi'an Branch of Xing Ye Bank on the commercial banking sector of Shaanxi and even the whole country.Meanwhile,it is hoped that these solutions will serve as a model for Xing Ye Bank reform,helping other branches of Xing Ye Bank to improve retail customer relationship management and being the reference point for retail customer relationship management of other joint-stock commercial banks.