Investigation Of Customer Relationship Management Of Industrial Bank

Commercial banks as the backbone of the financial industry have gotten rapid progressin recent years. No matter their asset size or in customer resources have achieved remarkableresults. However, with the rapid development of the banking sector, the forces of competitionfrom all sides have become increasingly evident. The development of banking product ismore and more homogeneous, and many commercial banks encountered a bottleneck tomaintain customer loyalty and explore new customers. So the concept of customerrelationship management obtains more attention, withthe leaking of various issues.Facing increasing competition in the market, commercial banks should establishcustomer strategy, and establish long-term stable close relationship with customers； tap thepotential value of the customer，practice the "customer-centric" business management concept,and carry out one to one service and cross-marketing and other services vigorously to improvecustomer satisfaction and loyalty. In this paper, the customer relationship management ofIndustrial Bank is regardedas a case study. Through the analysis of marketing of IndustrialBank of development, this paper try to reveal its problems of the customer relationshipmanagement and put forward proposals and countermeasures.The main contents are as follows: First, an overview of the background and significanceof customer relationship management, development status of customer relationshipmanagement of domestic and foreign commercial banks, and the research methods andframeworks. Secondly, taking Industrial Bank asobject of study, outlining the development ofIndustrial Bank, elaborating the situation of its customer relationship management; themarketing environment are analyzed through the use of marketing analysis tools such asPEST analysis, SWOT analysis，pointing out the importance to strengthen the constructionof customer relationship management. Thirdly， discovering the customer relationshipmanagement problems of Industrial Bank and puting forward suggestions andcountermeasures to solve these problems with relevant theories.