The Research On The Middle And High End Customer Relationship Management Of Bank Of China Huludao Dongcheng Branch

Customer relationship management is a business strategy for enterprises to select and manage valuable customers and their relationships.In China,where the top 20%of customers at banks and other financial institutions contribute as much as 97%of their profits,with the top 2%accounting for 48%of the bank’s profits,the competitiveness of banks is directly determined by the number of high-end customers.On the basis of domestic and foreign research,the author mainly grasps the customer segmentation theory,marketing strategy and customer relationship management theory,and defines the middle and high end customer and middle end customer relationship management content of the bank of China,huludao Dongcheng branch(hereinafter referred to as Dongcheng branch).Then,using the comparative analysis method and the data statistical analysis method,the author analyzes the current situation and development of high-end customer maintenance in Dongcheng branch,and analyzes the problems in high-end customer relationship management in Dongcheng branch:the defects in OCRM system lead to the small number of high-end customer resources belonging to Dongcheng branch,the serious loss of high-end customers in stock,and the poor development of new customers.Secondly,using the questionnaire analysis method,the paper designs the questionnaire of high-end customer relationship management in Dongcheng branch based on service channel,product investment preference,service topic,financial service demand,etc.,and analyzes the reasons for the problems in the management of high-end customer relationship in Dongcheng branch through questionnaire analysis.On the basis of this,the author puts forward the countermeasures of upgrading and expanding customers in the middle and high end customer relationship management,strengthening the technical support of OCRM system and strengthening the guarantee measures of professional team construction,and finally reaches the establishment of a good middle and high end customer management relationship.