A Study Of CRM In Chinese Banking

Facing the challenge of economy globalization, financial internationalization and IT caused by WTO, with the basic formation of buyer's market in financial market in China, the strategy of management shift from Scale effect to customer efficiency. Customers become important resource for commercial banks. Knowing how to choose high profit customers and supplying high quality, various services can ensure a more permanent relationship between banks and customers. It is the key point for commercial banks to be outstanding in the competition. The article try to find the gap between Chinese banking and Western country banking from the angle of CRM (Customer Relationship Management), and put forward some advices to promote the Chinese banking's competition ability though the analysis above.This paper consists of five chapters:Chapter one introduces the situation of furious competition our banking faces after join WTO.Chapter two inquires into the theoretical origins of the CRM. Then it indicates the theoretical summary of the research on CRM and expounds the essence and meaning of CRM.Chapter three focuses thoroughly on surroundings of CRM applying in banking. It discusses the essence of CRM in banking and the four important phase which makes CRM work successfully.Chapter four gives five cases on banks applying in CRM. There are three Western country banks and two Chinese banks, and then the chapter analyses the strongpoint and shortcoming of those five banks.Chapter five compares the cases of CRM applying in the five banks and finds the gap between Chinese banking and Western country banking from the angle of CRM, and then the chapter put forward some advises to catch up with Western country banking for our banking.