Research On The International Business Customer Relationship Management Of JXG Bank

Customer relationship management is a new type of marketing which focuseson customers. By increasing customers’ loyalty and satisfaction, it aims to achieve themaximum growth of the bank and of customers’ wealth, which is the factor that everybank cannot afford to ignore. From the perspective of the JXG Bank, the articleanalyzes the customer relationship of commercial banks.Firstly, the essay begins with a basic review on relevant marketing theories,such as relationship marketing, enterprise development strategy theory, customer lifecycle theory and comprehensive customer value theory. Secondly, the article analyzesthe situations on financial products, customers, business output and relationshipoutput of the JXG Bank in recent five years and profiles the development tendency.Then, comparing these with other banks, it summarizes the deficiency of JXG Bankin customer relationship management and finds the causes of the deficiency. Finally,according to the situation of the development of JXG Bank, the thesis puts forwardoptimization scheme of international business customer relationship managementfrom the aspects of information acquisition, customer relationship management,evaluation system, knowledge of business and system permissions, and discusses indepth the maintenance of the stock of existing customers and the emphases of thedevelopment of the prospective customers.The main contribution of this paper is that it launched detailed analyses on theperformance of JXG Bank on client relationship management in the past five years,which complements the insufficiencies of this kind of research. Meanwhile, it designsan optimization scheme to meet the demands of target customers which focuses onthe maintenance of existing customers and the development of prospective customersby means of improving the quality of service. After implementing the scheme, theoverall level of the service of the JXG Bank has been enhanced, the satisfaction oftarget customers has been improved and the profit and market share of internationalbusiness have been promoted.