The CRM Optimization Research On Private Banking Department Of S Bank J Branch

Private banking is the banking services business, which provides the wealthy class asset management, investment planning, wealth advisers and other personal financial services. With the spread of economic and financial globalization, the interest rates marketization propulsion, the slowdown in economic growth, the surge increase in bad loans and the rise of the Internet financial, the commercial banks are gradually changing the business strategy, from the traditional deposit and loan business, gradually transformed into the diversified business model; from the deposit and loan spreads mainly profit mode gradually changed to the intermediary business income as the main profit pattern, pay attention to the personal wealth profit blue ocean, focus on the development of retail banking. As recent years the domestic economy high speed development and change of the pattern of wealth, high net asset value population rapid growth, becomes the main target of the retail banking of commercial bank.This thesis is based on the customer relationship management theory, by comparing the domestic and foreign banks in the private banking customer relationship management case, analysis of advantages, domestic banks in the field of private banking customer relationship management weaknesses, opportunities and threats analysis shows that China’s commercial bank private banking started relatively late, slow development, compared with foreign advanced banks private business is still exist many problems and obstacles, such as private banking customer marketing service system is not perfect, customer value-added services is in name only, which cannot fully meet the actual demand of high-end customers;bank employees professional skill is not enough, management mode is muddled, which unable to compete with many foreign banks.making high asset value customers still have to rely on other specific mechanism to realize the corresponding financial demand. Just like the private banking customer loyalty wastage, customer greater liquidity, bank input-output disproportionately etc.. But the Commercial Bank of our country has many advantages in branch resources, cultural differences, customer relationship etc.. this thesis is based on the customer relationship management theory, combined with the demandstructure of domestic high net asset value clients and domestic policy system, analysis the current situation of customer relationship management in S bank J branch, puts forward that the improving methods and ideas about the private banking customer relationship management of J branch, such as: Construct and optimize the private banking customers exclusive management platform, establish the private banking customer information database; do the private banking customer segmentation, according to the type, demand and other aspects of hierarchical management; build a professional service team, provide the system of a full range of services; establish and perfect the private banking customer access and exit mechanism, implement the customer relationship life cycle management.This thesis research the development of private banking business of commercial banks, and provide the private banking customer relationship management a certain reference value.