The Study Of Personal Customer Relationship Management In The State-owned Commercial Banks

Possessing a large personal customer asset is a typical characteristic of Chinese commercial banks, The competition among the commercial banks has become fiercer since the 90's of 20th century. Winning over the quality customers has become one of the focuses of the commercial banks' competition. As the era of customer relationship arrives, attention to the relationship of enterprises and customers becomes unprecedented. More and more practice proves that the key point of success to a company lies in paying attention to the customers' demand, offering products and services that satisfy the customers' demand to ensure higher satisfaction for the customers and higher possibility of the customers' repeated consumption. Thus, the new competition advantages can be built through keeping the long-term customer relationship. "How to carry out effective management on the personal customer relationship" becomes urgent and significant in a brand-new situation that personal finance market is open to not only the domestic commercial banks but also the foreign ones.This paper introduces the historical origin of Customer Relationship Management (CRM) first and elaborates on the connotation and the basic theories of CRM. According to comparison and analysis on the traditional and new modes of commercial bank, this paper discusses the close relation of the bank industries and CRM , points out that creating value for customers and wining valuable customers has become a new focus of competition and also points out the importance of CRM to the banks and its enormous lifting power to the competitiveness of the banks. After the introduction of CRM theories, this paper enters into the analysis of personal customer relationship management versatilely, which goes hand in hand with the practical situation of Chinese commercial banks.