Icbc Bw Sub-branches Of Personal Financial Services Crm Applications Research

Personal financial planning service of the bank since the 20th century 70's, under the financial innovation tide impact, has obtained the fast development. For its superiority, such as the batch big, the risk low, the broad business scope,the steady management income, and so on, personal financial planning service of the bank occupies the important position in the commercial banking development. Looked from the present situation, the Chinese good wealth growth, as well as the wealthy social stratum formation was forms the main group of financial planning service. The Industrial and Commercial Bank of China complies with the current situation, positively develops personal financial service, and exerts it to make the center facing the high end customer. This will be advantageous on the product difference the marketing of ICBC, and will promote the core competitive power.This thesis first through massive literature collection about personal financial planning situation from the domestic to foreign commercial banks, analyze the background about the domestic and foreign banks to manage finances personally, the present situation, as well as the development tendency; analyze the advantage of personal financial service of ICBC. Through carries on the BW sub-branch of ICBC investigates and studies on the spot, as well as the customer investigation questionnaire analysis, from the marketing angle, analyzes its strength and weakness on personal financial service. Proposes "take the customer as the center", begins from the customer value analysis, implements CRM, enhances the customer degree of satisfaction, the loyalty, and the rate of retaining. Though this method, improves all kinds of BW sub-branch, the product marketing flow, the personnel establishes, the physical layout, and so on. Finally through later period tracks, obtains the CRM implementation will be the vital role to the bank achievement promotion.