The Customer Relationship Management Research Of China Development Bank N Branch

According to the instructions of The State Council,China Development Bank(CDB) conduct commercially oriented first,including its corporate governance structure, operation and management mode, risk profile will also occur profound changes and at the same time with China’s entry into the WTO, market competition is increasingly fierce. In running process of commercialization and marketization, how to continually maintain their own business advantages and actively broaden the scope of business, how to maintain the stock of customers’ customer relations, how to develop a new customer, these all will be CDB N branch’s significant challenges in the commercialization reform.CDB N branch has implemented customer relationship management(CRM) before the commercially oriented, it has laid a foundation for CDB N branch’s development. But with the drive of the commercially oriented, the CRM has not fit the continuous development of the business model and the increasingly fierce market competition. But instead of making things better, the mergers have made things worse. The performances include not setting up customer-oriented service concept, customer value recognition ability is low, low efficiency of the business process, these all affect the further development of CDB N branch.This paper is based on the present situation of CDB N branch’s CRM, it mainly uses the theory of relationship marketing, the information system of customer relationship management and customer value theory, to study the current situation and deficiency of CDB N branch’s customers. And combining the commercialization reform’s influence on CDB N branch to do the SWOT analysis about the present situation of the customer competition, and put forward the corresponding optimization scheme and the specific measures for CDB N branches improving the CRM to provide guidance, include: set up the customer service sense and the database of customer’s information, improve and perfect to distinguish the values of customers and customer classification,maintain the relationship of customers and so on.