Construction Bank, Based On Database Marketing Customer Relationship Management

The worldwide competition in banking industry will be more intense with the speeding up of global economic integration process, and it becomes more complicated with the transformation, innovation, purchase and merge, internationalization and localization of banking industry itself. Domestic banking market has been quickly and drastically affected since China's entry into the WTO. In order to win out in the competition the most important things to do are to maintain the quality clients now on hand and to continuously attract new "summit" clients and potential excellent clients. Through the analysis of the worldwide banking situations, the present marketing situations of state-owned commercial banks and in combination with the theories of database marketing and customer relations of China and around the world, this paper presents the strategic planning and implementing points of big client relation management of construction banks based on data base marketing.This paper consists of three parts: the first part brings the combination of firstly the analysis of worldwide banking situation in the 21st century and current marketing conditions of state-owned commercial banks, secondly the denotative definition of big client management based on data base marketing, thirdly exposition of relations between database marketing and big client relation management, their current state of development and relevant concepts, and finally the exploration of possibility and significance of the management implementation. The second part proposes the strategic planning of this management in construction banks. The third part notes the main points of implementing this management in construction banks.The main conclusion of the paper goes as follows, The big client relation management based on database marketing must be implemented as soon as it can in construction banks so that they can have predominance in client resources in the more and more competitive market. But meanwhile the corresponding strategies and points should be grasped during the implementing process.