A Study On Personal Customer Relationship Management Of China Business Banks

Customer relationship management can be defined as a creative marketing strategy which is based on customer. It is result of three main factors:market development and regeneration of management concept; management model improved and core competitive enhanced; the electronic evolution and information technology sustain.In last century80s, the core concept of marketing was turning from product to customer, which was aimed to improve the relationship between enterprise and customer, enhance customer loyalty and satisfaction. In the context of global economic development, individual family wealth increased speedy, high profit。Banking industry was already entered to purchasing market and the intensive market compete, so that the concept of customer relationship management common adopted by banking industry. In90s, the model of customer relationship management was introduced to china; banks as the type of both centralize funding and customer enterprises have the objective condition to implement customer relationship management. Meantime, implement customer relationship management effectively is important to future development of Chinese banking industry.By researching the customer relationship management of regional shareholding commercial banks to find out a methodology of accord with self-developing for increasing、 maintaining and preserving customer. The way can enhance customer loyalty and satisfaction, to make banks development and customer wealth growth become reality. Therefore, the customer relationship management is important to business banks retail banking development.This paper according to relationship marketing theory、client life-cycle theory and customer perception theory, by targeting the appearance problems of Chinese banking customer relationship management, put forwarded the main context and system framework of customer relationship management and pointed out to implement customer relationship management based on present condition, in the light of personal financial products characteristics and individual customer differential to enforce customer relationship management. Lastly, this paper showed a detailed solution of customer relationship management with China CITIC bank’s case.