China's Commercial Banks Customer Relationship Management

In the traditional economic form, the bank took social finance intermediary, is controlling the entire economical movement and the development. Along with monetary system reform deepening and banking industry competition intense day by day, the money market supply and demand pattern has had the radical transformation, the seller market gradually substituted by the buyers' market, commercial bank's main body consciousness and the crisis realizes strengthens unceasingly. As the market main body, the profit maximization is commercial bank's management goal, also is it strengthens the market marketing the intrinsic power. At present, China's bank market already and the small bank preliminary division finished by the state-owned commercial bank, the scale benefit no longer is prominent; the customer becomes the most important commercial resources. Formulation customer strategy, establishment continually, stable, science customer relations management system, depth excavation customer resources benefit, develops vigorously take the customer serves as the central financial marketing and by the high quality interaction primarily finance, realizes the bank and the customer benefit win-win, already became the goal which each big commercial bank pursued.The paper based on the customer relationship management theory, unifies our country Commercial bank the present situation, as well as the Chinese Banking industry establishment and the consummation customer relationship management system actual situation, carries on the theoretically fumble, has explored our country Commercial bank customer relational model and the customer relationship management system, the goal lies in for our country Commercial bank correct introduction and the effective use customer relationship management system provides some beneficial mentalities. At present, the capital bank and the foreign capital bank biggest disparity lies in the customer service aspect, the internal commerce bank CRM research only then just started, but also did not have a set of complete theory system. Therefore, the present paper sets up the topic by the CRM theory in commercial bank's applied research, hoped can systematic thorough discussion this theory in banking industry's application and further consummates the customer relations management for Chinese Banking industry to provide certain model function.The paper mainly uses the research technique which the theoretical analysis and the case analysis unify. This article divides into six parts: First chapter, the introduction, mainly introduces the article research the question, the background, the method, the frame, the domestic and foreign research present situation as well as this research place of innovation; Second chapter, commercial bank customer relationship management outline; Third chapter, the commercial bank customer relationship management localization practices with reconsidering; Fourth chapter, our country Commercial bank implements the customer relationship management the effect analysis; Fifth chapter, our country Commercial bank customer relations management implementation pattern choice; Sixth chapter, research conclusion and policy suggestion.Because the detachment condition and the technical restriction, this article studies and the development customer relations management system management system also has many deficiencies, the main performance is: Operation module majority, but analyzes statistical the module to be few, needs further to consummate and the improvement. The customer relations management will without doubt be a commercial bank future development direction, along with science and technology development and progress, in particular database and commercial intelligence day by day mature, the customer relations management system management system existence above question and difficult will be able to be able inevitably to solve gradually.In brief, in order to win in the competition, our country Commercial bank must form the management idea, the service flow and so on carry on the comprehensive reform variously. The implementation science customer relations management can realize the sustainable development.