A Research On Customer Relationship Management Of Financial Institution Department Of China Citic Bank Xiamen Branch

Financial inter-bank business has gradually become one of the important sources of profit for commercial banks.But should see,is still in the early stage of the development of our commercial banks,Banks of the construction of the financial trade business marketing system is not perfect,which especially for the management of the financial trade business customers is relatively rough and loose.At the same time as the products and services of commercial banks development in the direction of homogeneity,growing competition between banks,design,develop,build and maintain good customer relations gradually become the emerging commercial banks competitive method.The Xiamen Branch of Citic Bank is still in the early stage of the relationship management of inter-bank customers,and it is very urgent to promote the management of inter-bank customer relationship to become the core competitiveness of Citic Bank.In this paper,using the theory of customer relationship management related,and combined with literature,comparative analysis,combining quantitative and qualitative research methods of interviews and,combined with the present situation of the customer relationship management of Citic Bank Xiamen Branch,through the trade customer value analysis,and then classified management and marketing,financial trade customer value contribution to mining,deepening financial trade customer layered management,enhance the level of financial trade customer service purposes.This paper will use customer relationship management related theory,combined with literature,comparative analysis,combining the quantitative and qualitative research methods of interviews,and combined with the present situation of the customer relationship management of Citic Bank Xiamen Branch,through the trade customer value analysis,and then classified management and marketing,financial trade customer value contribution to mining,deepening financial trade customer layered management,enhance the level of financial trade customer service purposes.The results show that:The shortcomings of Citic Bank Xiamen Branch in carrying out the management of inter-bank customer relationship mainly include:lack of understanding of the concept of customer relationship management,lack of strategic cognition;Lack of effective segmentation of customer science;Lack of differentiated customer service;Lack of cooperative marketing customer management system;Lack of professional marketing teams;Backstage system is backward several aspects;To maximize to ensure the normal operation of trade customer relationship management(CRM)system,the corresponding to Citic Bank Xiamen Branch set up perfect security system,one is establish customer-focused corporate culture;The second is to develop differentiated marketing strategies based on the segmented customers.The third is to build a comprehensive and harmonious inter-bank customer management system;The fourth is to establish a professional team that meets the requirements of business development;Fifth,establish an information platform system suitable for business development needs.