The Research On CRM Strategy Of Chinese Commercial Bank On The Basis Of Financial Innovation

With the perfection of the financial market and the further development of economic globalization day by day, the environment of the commercial bank of China is changing deeply: on the one hand, the commercial bank faces fiercer competition from foreign banks, domestic banks and other financial institutions; on the other hand, the commercial bank faces more chances taken by the distribution and individualization of the customer's demand, and the facility created by the high and new technology. The change of the financial situation is not only an opportunity but also a challenge for commercial bank of China. Customer is the corn of the challenge and the opportunity. It can be said that the customer has already became the most important commercial resource of the bank, the banking of China has already entered the customer era. Therefore how to implement CRM effective is the most important subject for the bank of China. As a new management conception, the system info of CRM is not perfect. Although enterprises and research institutions pay more attention to the CRM during twenty years of the development of CRM, but CRM theoretical research obviously lags behind the practices, the lack of the theory will be greatly increasing the flections of the practice. In China, the research and practice of CRM emphasize particularly on software, the research on the field of management lags behind, and it still lacks overall and in-depth investigation. But the essence of CRM is that it is one kind of management mode, it is the result that the management and administration idea develop. It needs not only the support of information technology, but also the thinking way that regard customer as the center. Therefore, the research of CRM strategy will become the subject urgently to be perfected in the field of customer's relation research. Facing the new position and new challenge, the commercial banks of China begin to apply CRM strategy. The commercial bank is one of the earliest fields that use CRM, because it has abundant customers and detailed information of clients. Further more, the character of service of bank determines the great function of CRM in bank, so banking is the most suitable field to apply CRM strategy. However, CRM implementation result in the domestic commercial bank is unsatisfactory. Studying the status in quo of CRM implementation, we can discover that there is many obstacles for the applying of CRM in the field of administration system,exploitation of services and conception of management, thus the implementation of CRM should become a process of financial innovation of domestic commercial bank. The commercial banks of China have already entered an overall and in-depth innovative period of finance with higher speed. It should not only emphasize innovation of financial product and service, but also pay attention to the innovation in management and idea. The finance innovation is not purposeless creation , it need to be supported by an unifying idea, in order to coordinate the system,technology and conception. CRM has offered such a unified idea exactly, focus all of them on the center of customer. We can say that the implementation of the finance innovation and CRM strategy is consistent with each other exactly; Meanwhile, the finance innovation offers a perfect framework for implementation of CRM effectively. Firstly, in the field of system innovation, because the commercial bank of our country is born out of planned economic system, Therefore a great deal of questions still exist in such aspects as property right system, inside managerial system, all these have restricted the effective implementation of CRM strategy seriously. And the essence of CRM is that it is a kind of management mode and run system, it needs to reengineer the traditional production procedure and institutional framework of the commercial bank, in order to meet the needs of " the customer leads ", it means reengineering the bank under CRM strategy. This includes mainly: Reengineering institutional framework, exploring " matrix type " organization and promote the ability of bank. Reengineering business procedure, focusing on the procedures that contribute to customer's value. Farming out the operation, and concentrating attention on central business. Regarding customer as the center, the one point that formed between bank and customer keeping in touch only. Secondly, on the field of technological innovation, based on that the corn of technologic innovation is value-creating, we can build a model named as the system of customer-value-creation. It is formed by three respects mainly, and forms a circulation that closed. They are separately: The customer analysis, value-creating and executing the business. The customer analysis means of utilizing data warehouse, OLAP, Data Mining, intelligent analysis etc. to analyses various kinds of information of the customer, in order to realize the rational customer subdividing and classifying; Value-creating, namely on the basis of carrying on accurate customer's subdividing and market study, excavating the bank's own business characteristics and advantages, looking for one's own goal market orientation, and fixing the price according to customer's value; executing the business is including marketing, Service, marketing channel , etc. practicing relation marketing of " one to one " and expand channel or service interface of all kinds of marketing channel , in order to realize the omni-directional interaction .At the same time , getting most primitive valuable and reliable customer's information, offering abundant data resources for the module of customer analysis. Finally, in innovation of conception, commercial bank need one thinking way that regarding customer as the center to help to realize CRM strategy too. Letting every staff really focus their thinking and behavior on customer, is the marrow of CRM.