Study On The Company Customer Relationship Management Of Bank Of China Gansu Branch

Banks as financial main body in the traditional economy, dominates the operation and development of the whole economy. With the deepening of the reform of the financial system, the banking industry competition is becoming increasingly fierce, the fundamental change of financial market supply and demand pattern, seller’s market is a buyer’s market, commercial bank’s main body consciousness and crisis consciousness enhancement. The pursuit of profit maximization is the aim of the commercial bank, but also strengthen its internal power marketing. At present, Chinese banking market has been the state-owned commercial banks, joint-stock banks, local joint-stock banks preliminary segmentation is completed, the scale benefit is not prominent, customers become important resource of commercial banks. Develop customer strategy, customer relationship management system set up savings, stable, scientific, the depth of excavation customer resources, vigorously develop the customer as the center of the financial and marketing of high-quality interactive based financial services, realize the bank and customer benefits "win-win", has become the target of the pursuit of commercial banks.This article from the CRM customer relationship management theories of SWOT analysis, based on the implementation of customer relationship management process of Chinese Bank branch in Gansu Province, through the analysis of the status of implementation of customer relationship management of the company, part of the staff are found out Chinese Bank branch in Gansu Province in the implementation of customer relationship management in the process of implementation of CRM understanding is not clear enough, customer service system is not perfect, company customer manager system is not perfect, to be the urgent need to improve the marketing process and the integration of human resources issues. In view of the existing problems are put forward to improve the understanding of construction Chinese bank Gansu branch Gansu branch CRM system; to strengthen customer segmentation, hierarchical marketing; improve the client manager system, to find the potential customers and make them into real customers; optimization of the marketing process, the integration of human resources, some countermeasures and suggestions to enhance customer satisfaction and loyalty, and how to perfect company customer relationship management system from the four aspects of idea, technology, system and culture are described. At present, the gap between Chinese banks and foreign banks is the largest customer service, research CRM China’s commercial banks in the initial stage, there is not a complete theoretical system. Therefore, this paper on the theory of CRM application in China bank Gansu branch of the subject, hoping to explore the systematic in-depth application of this theory in the banks, and Chinese Bank branch in Gansu province to further improve customer relationship management provide reference.This paper mainly adopts the research method of theory analysis and case analysis. The full text is divided into seven parts:the first part, introduction, mainly introduce the article research question, background and significance, and research status at home and abroad; the second part, introduces the theory of customer relationship; the third part, the application of customer relationship theory in commercial banks; the fourth part, analysis of the Gansu branch of the Bank of China status relationship management implementation customer; fifth part, countermeasures to improve China bank Gansu branch company customer relationship management; the sixth part, perfect China bank Gansu branch company customer relationship management system; the seventh part, the conclusion and prospect.Due to the restriction of objective conditions and technology, there are many deficiencies in this study, mainly for the operation of multiple modules, module less analysis statistics, need to be further perfected and improved. The future direction of development of customer relationship management of commercial banks. With the development of science and technology and progress, database and business intelligence maturity, problems and difficulties will exist in the customer relationship management system proposed in this paper to solve gradually.