Research And Implementation Of Personal Customer Marketing Management Of Commercial Bank

This paper writes a personal customer's marketing system of a commercial bank. It expounds from the backgrounds, requirements analysis, structures and specific functions of the system. The paper centers on how to establish a comprehensive management system, it's established by all-round functions, such as"marketing, services, operations (accounts operation, etc.), management and checking". The main functions of the system are customer enquiry, marketing management, keep close to customer, performance management of client manager and data storage, etc in the same platforms.I,User ManagementSystem user includes administrator and client manager. Administrator is made of a parameters manager and a business manager. A parameters manager has duty to set up parameters, draw up models, check parameters and manage jobs. A business manager has duty to receive application, check concrete condition, master the course of system, then gives some useful advise in order to improve the system at the right moment.II,Management of Customer InformationThe basic function of personal financial marketing system is collecting and running customer information. It can help us to collect, update, maintain and enquire information fast.III,Management of VIP CustomerVIP customer includes existing VIP customers, potential VIP customers and to be fighting for VIP customers. The functions of management of VIP customer are distribution, registration, liquidation, transfer of VIP customers.IV,Marketing ManagementMarketing management supports all-level personal financial executives to administrative marketing task, marketing plan, etc. It's main includes strategy and program of marketing, elements of marketing management (products, channels, pricing, promotions) and management of marketing progress.V,Management of Sales ServiceManagement of sales service is support executives to sale products or provide service in different way, overcome difficulties, keep abreast of needs of customer. It's includes existing customers, marketing tasks, management of marketing actions, management of marketing channels, open accounts, etc.VI,Keeping close to CustomersMaintaining users (existing VIP customers and potential VIP customers) and bank relationships with information reminded interactive information. To achieve the principle of our bank"Customer is Center"and support all-round service for VIP users.VII,Performance Management of MarketingSystem gets data from the value of performance management systems to analysis and examines performance of business outlets and executives.VIII,Risk ManagementThrough the parameter management, user management and data security management, system will protect the customer's information and reduce risk.