The Applied CRM Research Of Industrial And Commercial Bank Of China

Along with the economic globalization and entering of foreign banks, banks in China are now facing the intensive market competition. The domestic financial buyers' market is preliminarily formatted and the commercial banks are also entered the time of regarding customers as the central day by day. At the same time, the rapid development of information technology such as internet, deeply influenced commercial bank's traditional operation pattern. The business innovation and the fast response market demand and so on also set a higher request for the bank management and operation. So under this circumstance, as one of the biggest commercial banks in China, the Industrial and Commercial Bank of China (ICBC), must set up and strengthen the relationship with its customers. The establishment and the enhancement of customer relations' management, has become the urgent need for commercial banks to establish their core competitive power.Using both the CRM theory and the successful practices of overseas banks, analyzing comparatively the domestic commerce banks and the CRM idea and according to the present situations of the Industry and Commerce Bank of China(ICBC), this article try to do the research of how to implement CRM theory systematically in the ICBC , how to use the CRM idea to enhance the customer management, how to improve the customer's loyalty, and how to enhance the competitive ability of ICBC through CRM implementation, from aspects such as information, flow, technology, personnel and so on.This article contains six chapters: First chapter, the summary of the background and the article's structure; Second chapter, the summary of the CRM theories; Third chapter, analyzing the domestic banks 'using of CRM by introducing overseas commercial bank's CRM situation; Fourth chapter, analyzing the CRM application of ICBC, proposing the existing questions; Fifth chapter, providing the overall conception and the concrete measures for ICBC to implement CRM; The sixth chapter, the conclusion part, explaining the main ideas and the further studying suggestions.The main research results of the paper mainly lies in: Since most of the present commercial banks in the CRM application pay their attention to technical stratification plane such as data warehouse, this article proposed that ICBC should focus on four essential factors: information, flow, technology and personnel, to carry on the strategic plan of CRM implementation, and then analyzed the four factors one by one about their basic situations and the existing questions ,and at last proposed the overall conception and the concrete measures of information resource, organization flow, information technology and personnel's training and encouraging and so on to construct CRM in ICBC.