Retail Customer Value Evaluation Research On Bank Of China Heilong Jiang Branch

For the modern commercial bank, one of value management is the core of its operation and management. Banks should take the market demand as the guidance, focusing on high quality customers, to achieve the overall social economy and the Banks, as well as the sustainable coordinated development between and among Banks and their customers. This management idea will require Banks to change management mechanism, to introduce ideas and methods of customer value management, optimize the allocation of resources bank, on the basis of the scientific and reasonable evaluation of customer value, define the market orientation of itself, and accordingly an effective extension of commodity and planning, the priorities based on customer service system.Combining with the actual data, the retail customer value evaluation of the bank of China branch in Heilongjiang province has carried on the related research. This article first define the implementation of customer value and life value, on the basis of summarizing the existing related research present situation. Further, this article from two aspects of individual and the environment the bank of China branch in Heilongjiang province are discussed the influence factors of customer value, including personal factors and is divided into wealth, personal growth ability, etc, are analyzed, and environmental factors and is divided into financial institutions management and customer relationship management (CRM) is analyzed. After the above analysis, the article again to the bank of China Heilongjiang branch retail customer value evaluation research, and customer value in the heart of the specific evaluation process can be divided into implementation value and life value, and analyze the evaluation results of different types of customer value. Finally according to the bank of China Heilongjiang branch retail customer value evaluation and the analysis results give the corresponding retail marketing strategy, as the bank of China Heilongjiang branch provide theoretical basis for the retail marketing practice.