Chinese Commercial Bank Comprehensive Customer Accounts Construction

Firstly, as the customer is an important asset for the bank, the management of customer decide the fate and future of commercial Banks,that also improve the efficiency of enterprise operation, create more profits, and eventually get advantage in the fierce market competition. So bank customer management, is an important content of China’s commercial Banks to carry out the marketing. Today the customer management of the commercial bank of China has made great progress, from the Banks were successively introduced a customer manager system, to the introduction of the differentiated service concept, to consciously doing some customer training and maintenance. Butoverall, customer management of commercial Banks in China is still in its infancy. Inthis article,the first chapter briefly introduces the background and significance of topics and the analysis of literature review, finding that the bank account management isa "customer-centric" concept, which does more research and analysis from the perspective of business management, but with the drawback of lack of exploring practicalmodel. This article takes JT bank as an example, from the perspective of practical models, trying to put forward some complementary construct on the commercial bank ofChina account management research: how to realize managing customer in the concept of comprehensive account management within the "customer-centric" concept.Secondly,through theoretical analysis, empirical research method, empirical comparative analysis, by the elaboration and analysis of4Ps,4Cs,4Rs theory, Chapter iiconcluded that the customer management of the commercial bank of China lack operable customer management model. I analyse the necessity and feasibility of carryingout comprehensive account in the customer management of commercial bank of China, then through the analysis of the empirical research on JT bank Hong Kong branch,draw a conclusion that comprehensive account management focused on customer isimportant and necessary.thirdly, through the key section chapter III, the paper expounds how to build a comprehensive account. I set up a comprehensive account management implementationplan for commercial bank’s customer by discussing the management system, comprehensive technical support, business model of customer account management, and technology model. After applying comprehensive customer account management, we disc uss that how to use the full view of the customer information,through the method of data mining, to give customer service and marketing suitable products, to evaluate theprofit and loss of the clients, to analyze the loyalty of the customers and identify superb customes, to design precision marketing products to customers, to study empiricalcase of ascenting customer satisfaction and operational efficiency. Then through the effect evaluation on building comprehensive account management, the article shows the advantage of customers’ comprehensive account management in JT bank (i.e., comprehensive opening service), and concludes that it is the key to build the customer-centric marketing model.Finally, from the chapter IV the Conclusion,we summarize that the commercial bankof China, under the external competition environment change, taking the customer asthe center of the marketing strategy is the inevitable trend of our country commercialbank transition. By empirical research on JT bank Hong Kong branch, the paper expounds customer comprehensive account management (i.e., comprehensive opening service) is the JT bank’s key starting point of building customer-centric marketing model, is a beneficial supplement to building the account management of commercial bank of China. Under the strong support of the IT platform, The Chinese commercial bank ’s account management adopt comprehensive customer account management, usingand mining the customer information to provide products and services, generate hugeeconomic benefits, and also lay a solid and necessary basis for the customer-cnetircmarketing planning of Chinese commercial Banks at the same time(i.e., offering services and products to meet customers’ diversity requirements).