Merchants Bank Personal Banking, Crm Research

The bank of retails business is already the important realm of the each commercial bank competition, around the retail's product innovation and the marketing means of the business innovation, each bank is a fee to devote to think. Along with the foreign capital bank entering the Chinese market, high-quality personal customer's resource becomes the focus that the medium foreign capital bank fights competitively. Along with the end of 2006 close by, the date open the outward banking completely, the crisis feeling of the local bank deepens increasingly. At the competitive advantage aspect, erudite personal customer's resources, is a big advantage of the local commercial bank; The technique means of the excellent retail price business service and with the customer serve is central principle, then is a strong item of the foreign capital bank. Develop the bank retail business strongly, discover customer's resources, keep the high-quality customer, is an important topic that the current local commercial bank focus on..This article is built on the personal business CRM of China Merchants Bank. Firstly, it analyzes the business situation and tendency of our personal bank. At the same time, it also analyzes the development situation of customers' relations inside and outside the world. In chapter 2, it introduces some basic concepts of Bank CRM, including CRM, Bank CRM, and the classification of bank customers' relationships. In addition, it puts forward that it is necessary for the personal bank to manage the customers' relations. In Chapter 3, to begin with the comparison of total competition of China Merchants Bank with other marketed companies, it analyzes its personal business situation. In Chapter 4, it focused on the strategy of customers' relations management. It is the main point of our article. At first, it makes research on the concrete strategies of customers' relation management and sketches CRM's system. Then it puts emphasis on marketing theory and analyzing the concrete application of CRM. In Chapter 5, it promotes some solutions of China Merchant Bank's problems. In the end, it summarizes our research.