| Customer Relationship Management (CRM) is a widely-implemented strategy for managing a company’s interactions with customers and sales prospects. The globalization of the banking sector development makes our commercial banks face more and more competition. Compared with overseas banks, domestic banks fall behind on manage. Based on the research and application of CRM, overseas banks grasp their customers tightly and have a great success on commercial manage. However, local banks don’t emphasis on CRM, and serve customers without differences for a long time, which can not satisfy the requirements of customers on different layers. Applying and developing CRM system not only can solve business problem of domestic banks but also improve the core competition power of the domestic banks. On the other hand, an incredible amount of customers’information stored in the databases of banks needs to be filtered and useful information will be abstracted, which also affects the application of CRM system successfully. Data Warehouse and Data Mining will help us centralize and integrate complex user files, and offer business department and leadership valuable information.This thesis firstly introduces some concepts of CRM, underlines the importance of application of CRM on business management on banking sector, and also bring up some details that CRM system needs to pay attention to and strategies should be taken. Data Warehouse and Data Mining on CRM are introduced later. Based on the application of CRM system on subsidiary bank of ICBC in JiaXing city, the thesis expounds details of the CRM system and Data Warehouse platform, do some research in aspects of the analysis and design of CRM system, including the building and improvement project of Data Warehouse platform. The CRM system supports the development of bank business departments well and also concludes some experience about building CRM system in banking sector. |
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