Improvement Research On Personal Customer Relationship Management Of ZG Bank In Qinhuangdao

Customers are regarded as the valuable resource and significant profit source of financial industry,especially the banking industry.Commercial banks in China,especially the state-owned ones,often carry out the product-centered business philosophy instead of the customer-oriented idea,which is convenient for management whereas unfavorable for customer maintenance and banking development.Under the current financial situation that commercial banking products are highly homogenized,big commercial banks which focus on customers are likely to provide strategies to find and maintain customers by CRM(Customer Relationship Management).In the meantime,CRM is also conducive to managing clients form different hierarchies,and to enhancing property as well as expanding client bases so as to achieve sound and orderly development.This paper aims to explore the current situation and existing problems of the ZG Bank in Qinhuangdao and effective solutions by employing relationship management theory in the context of economic globalization and the technological advances of computer and network.Firstly,this paper combines the research background and research meaning,and summarizes the current situation of individual customer relationship management in the ZG Bank,Qinhuangdao branch.Secondly,it puts forward the existing problems,such as the out-date thinking of customer relationship management,the divorce of individual customer relationship management and practice as well as the lack of service for high-end individual customers.Customer Satisfaction and customer loyalty theories is applied to analyze the market competition environment.Thirdly,this paper also establishes new target and improvement strategy of ZG Bank in Qinhuangdao on CRM(customer relationship management).Finally,this paper determines the safeguard measures for the implementation of CRM in ZG bank Qinhuangdao branch.The paper studying CRM problems and improvement approaches is intended to provide strong support for CRM in the ZG Bank,Qinhuangdao branch,and offer other researchers or organizations valuable reference.