The Research Of Agricultural Bank Of China For Credit Card Of Customer Relationship Management

In recent years, it has been achieved initial results by China banking industry,in order to adapt to the growing pressure of global competition,to accelerating the pace of the market, and to enhance core competitiveness. As a retail business platform of the bank,after several years of crazyhorse race enclosure,the credit card business has entered the era of intensive and meticulous farming precision management. However, although the concept "take the customer as the center" have often been filed by banks, execution is more formalized, and customer relationship management is more like a slogan, and it seems remote from daily work of banks.This paper devoted to the study of optimization for credit card customer relationship management of the Agricultural Bank of China. Through the detailed analysis of the internal and external information, the author put forward some practical and operable suggestions for optimization and methods,according to the existing problems in the practical work experience of credit card customer relationship management. In this paper, the author hopes that through the empirical research of customer relationship management on the bank card credit, improvement of bank credit card customer relationship management in the next step would be supported.And what’s more, it will provide reference to the customer relationship management development of commercial bank credit card.In this paper, based on the basic theory of customer relationship management, applying case study, the author studied strategy of Agricultural Bank of China credit card customer relationship management. This paper is divided into five chapters. The first chapter, the background and significance are introduced, the research object, research method, research content and framework are described; the second chapter is the summary of the theory, related to the concept of customer relationship management and the relevant research on customer life cycle and customer life time value theory are expounded; the third chapter carries on the analysis to the current situation of the credit card business of Agricultural Bank of China, analyzes the current situation of Agricultural Bank credit card customer relationship management and the problems existed; the fourth chapter puts forward the development target, the bank credit card customer relationship management ideas and specific suggestions for improvement; the fifth chapter is the conclusion, based on the summary of the next research direction.