Study Of China's Commercial Banks Customer Relationship Management Applications

Today the competition of banks is more intensive. After China's entry into WTO, for Chinese commercial banks, how to catch the opportunities in order to make original market shares steady and get more profit? How to improve the customers' relationship and collect more information of the customers to make them more satisfied? How to design an efficient system and integrate modern interaction channels with customers in the new era? All these core problems have to be faced and solved for Chinese domestic banks after entering the new century.Study and application of CRM in China's commercial banks is just at the very beginning and there is not a complete system of CRM's application in China nowadays. The thesis tries to make a systematically study on CRM and its application. It demonstrates its points by depth study and investigation. It investigates the basic theory of CRM and analysis current application of CRM in China. It discusses how to build an effective system of CRM which is suitable to Chinese commercial banks and could improve their management.The main contents include:I. Taking the development history and theoretical research of CRM as the background, analyze the professional trend home and abroad and find out that customer is one of the most important resource for commercial banks. All the software and information technologies are only the methods of application of CRM. CRM is the core of commercial bank's management system.II. Analyze the management idea and the function of CRM. Address the special requirements of CRM in commercial banking. Put forward CRM models in different phrases of CRM application in commercial banks respectively and summarize the whole structure of CRM in commercial banks.III. Discuss the current construction and development trends on CRM in Chinese commercial banks. Based on the characters of Chinese banking, design the framework of CRM system, put forward the application strategy and give advices on operation process, physical work flow and different functional parts.