The Research On Customer Relationship Management Of ZG Bank Yinchuan Xixia Branch

With the development of global economic integration,the competition of domestic banking is more and more intense,the commercial banks began to change into a modem marketing concept,from the "financial products" shifted to "bank customers "as the core gradually.As commercial banks compete for market share continuously,customers become the most important resource for them.At the same time,the acceleration of financial dislocation,the extensive application of Internet technology and the customer dernand for financial products more and more personalized,diversified improve the difficulty and ’cost of bank management,maintenance,retention of customer.The CRM has been an important factor affecting the development of commercial banks,and the focus of attention.So,commercial banks should continue to improve their own quality of service,perfect the system of customer management,and financial services,provide satisfactory financial products to enhance competitiveness and achieve sustainable development.This paper through carding the research Status of the CRM and analyzing the current situation of commercial bankshome and abroad,uses the theories of service marketing,the CRM,customer satisfaction,customer loyalty and customer relationship value,utilizes literature research,case analysis,Comparative analysis,qualitative and quantitative analysis and other research methods,analyzes the current customer’s basic situation and the development of financial business status and outstanding problemsin ZG Bank Yinchuan Xixia branch,puts forward the main problems and the solution of the CRM.The study of this paper provides a reference for ZG Bank Xixia branch to increase market share and maintain sustainable development.It also play a certain reference for the less developed regions of the various branches in Ningxia.