Dalian City Commercial Bank Customer Relationship Management

Dalian City Commercial Bank is a local stock commercial bank. It has grown up slowly and taken up certain market share with the surport of Municiple government. With the Banking development and fierce competition, some problems have been exposed, such as illmanagement, backward technology, low customer quality and so on. By illustrating the related theories of customer relationship management(CRM), this thesis reveals that relationship value, customer value and customer satisfaction are integrated in the CRM, sets up the model of customer satisfaction and designs the method of putting the CRM theory into banking practice in order to set up unique competitive advantages in face of new challenge and opportunities.According to the real situation of Dalian City Commercial Bank, customer segement has been done to find the valuble ones. On the basis of detailed data gained from questionnaire, interview and data statistics, the influential factors of valuble customers, competitive capabilities of Dalian City Commercial Bank and its main competitors are analyzed, and the problem of CRM of Dalian City Commercial Bank has been revealed. Finally, some suggestion and practicable improvement measures are given to each problem.This thesis provides Chinese banking organizations a totally new way to win the future competition. It also gives other industries' enterprises a good reference on how to put the theory of CRM into the practice of enterprise management and its innovation.