The Research On Ersonal Customer Relationship Management In Z Branch Bank Of China Construction Bank

With the gradual liberalization of interest rate and rise of Internet financial and mobile payments,the traditional banking business can not satisfy the growing financial needs of customers.Commercial banks is now facing unprecedented competition from Internet giants,communication companies,third-party payment platforms,non-bank financial institutions.How to change the traditional management mode is an immediate concern for commercial banks.As the survival of commercial banks depend on their customers and profits are actually from their customers,domestic commercial banks introduce the concept of customer-oriented service,because in fact the competition among commercial banks is essentially the competition for customers.Nowadays,in China,the management of commercial banks needs new blood,and the most urgent matter is to adopt methods and means in line with advanced management system,customer relationship management(CRM)is the very kind of management methods and business philosophy.CRM,as a practical set of management methods which is useful for commercial banks to develop and maintain customers,can effectively guide them to establish their customer-oriented development strategy.It can also help them to design appropriate financial products to meet customers' demand if they find out customers 'potential demands,and to improve customers' loyalty to them,and to achieve the double-win for both of customers and banks.Effective customer relationship management(CRM)can provide a solid base for commercial banks facilitating their long-term development.Personal banking business has been a very important part of commercial banks' business for a long time,and become the focus of competition among commercial banks in recent years,because the personal banking business can provide a stable cash flow and lower cost of capital in comparison with the corporate business.However,the personal banking business is characterized with the small unit volume and large number of customer,which make the management of the personal business very difficult.On the other hand,the domestic commercial banks using a wrong operation strategy by which they attach great importance to the company's business while improperly ignore the personal business,the application of personal customerrelationship management(CRM)is inadequate.Nowadays,the banking industry has reached a consensus after the global financial crisis,the key of personal business is the development and maintenance of customers,and personal customer relationship management(CRM)is an effective way to improve personal business development.In this paper,the authors took Z bank's(a branch of China Construction Bank)practice of customer relationship management(CRM)as the case to analyze the difference between domestic and abroad.The authors collected Z bank's customer behavior,customer structure and market recognition through questionnaire surveys and field visits,and acquired the advantages and disadvantages of Z bank's CRM practice through compared with competitors in the industry.The author used SWOT method comprehensively to analyze Z bank's strategy for personal customer relationship management,and put forward an optimization solution and guarantee measures combined with the actual situation of Z bank.