The Study Of CRM Of State-owned Commercial Banks’ Retail Business Under The Impact Of Internet Of Finance

With the trend of the economic and financial globalization, the importance of the banks’retail business strategy is increasingly prominent. Since the proportion of retail business is getting much bigger, marketing strategies of state-owned commercial banks are more profound ever before. E-commerce continues to flourish in China. With the massive accumulated structured and unstructured datum, Internet companies can satisfy the users’financial needs and preferences well. Nowadays, Internet companies provide products and services gradually from the third-party payment to the core business of the bank. Facing such a severe challenge, the state-owned commercial banks should maintain their images through the customer relationship management.Firstly, the author analyses the customer relationship of state-owned commercial banks’retail business and finds its current situation. It points out that the concept of "customer-oriented" is the reason that why Internet Finance could be able to emerge and be accepted by most consumers in such a short time. Now, the state-owned commercial banks’main problems include:product-oriented sales and customer driven model, low efficiency of service and lack of channel’s integration and service concept, etc,. Then, according to a comparative analysis between the "Yu’EBao" and "RenRenDai" which represent respectively the development status of Internet Finance and the state-owned commercial banks, it finds out that the impact on state-owned commercial banks’retail business from Internet Finance mainly shows in the loss of current deposit and decrease of personal operational loans. By using SWOT Analysis, the author not only finds the solutions, but provides certain corresponding measures. It is hoped that this paper could help the state-owned commercial banks get rid of these problems through customer relationship management, providing high quality services and satisfactory products.Unfortunately, there are so many inevitable influences on the state-owned commercial banks under the setting of Internet Finance. Only using various ways of customer relationship management, can we effectively promote the customers’ loyalty and stickiness. State-owned commercial banks with those stable traditional financial channel will be more active when combine with the Internet Finance. In addition, state-owned commercial banks will become the industrial leader once again only by reforming effectively and serving the consumers with the customer-oriented concept.