China Everbright Bank Shenyang Branch Customer Relationship Case Analysis

Since the opening of China's financial market in 2007,foreign banks have entered China and began to seize the financial market with domestic banks.China's commercial banks to deal with foreign banks for financial customers,through the implementation of customer relationship management system,which is based on the transformation of the business concept,optimize business processes,improve bank service quality,innovative financial products to enhance the core competitiveness of commercial banks,which is conducive to an invincible position in the financial market..The use of customer relationship management customer relationship management theory to the Shenyang branch of China Everbright Bank,according to the existing customer relationship management of Shenyang branch of China Everbright Bank in the shortcomings of customer recognition and management,information management,product innovation,and analyzes the reason,combining the existing customer relationship management model,China Everbright Bank Shenyang branch to think the implementation of CRM should be based on the customer lifetime comprehensive value as a starting point,and the diverted exist in implementation of the CRM problem,put forward a series of measures should be diverted into philosophy,strengthen information,customer management,research and development of new products,in order to increase the core competitiveness of the Shenyang branch of China Everbright bank..In a word,the research of customer relationship management and the situation of Shenyang branch of China Everbright Bank is of great practical significance.Through this research,aiming at the customer relationship management in the Shenyang branch of China Everbright Bank problems and puts forward the corresponding measures,this period of the Shenyang branch of China Everbright Bank in the implementation of customer relationship management to realize the shortcomings and improve the rapid development.I hope to be able to better use of China Everbright Bank Shenyang branch CRM business model to provide a certain reference value.At the same time for other enterprises reference.