| In recent years,the Internet has accelerated the media-detaching process within the financial industry.Internet technology enterprises utilize various kinds of new means to seize market shares which were traditionally monopolized by commercial banks.Taking personalization,convenience,closeness and user experience as entry point,Internet Finance Products are used to challenge traditional commercial banks repeatedly by advantaging its outstanding demand exploring,scene rebuilding and service optimizing abilities.Small and medium-sized city-based commercial banks are threatened by the Internet revolution,which dues to their weak position in institution scale,risk resistance,corporate governance structure,capital replenishment ability,and property relationship.Faced with cross-border challenges and shocks,these commercial banks should respond with measures quickly,transform pragmatically and differentially in order to survive and develop.In the new Internet era,it is imperative for small and medium-sized city based commercial banks to improve the marketing ability in grassroots bank branches in order to adapt the tide.This report will critically discuss how to use Customer Relationship Management(CRM)properly in a perspective of grassroots bank branches managing,which helps City Commercial Banks to deal with the Internet shock.This paper will begin with how traditional banks are shocked by the new Internet era,which is followed by what kinds of problems need to solve and why traditional banks need to transform pragmatically.After that,possible solutions for city commercial banks such as customer adhering and the CRM will properly be draw attention on an example in the W branch of H bank regarding to its realistic problems,according to the CRM theory.And finally,results from the practical test of the strategies will be discussed.Hopefully the CRM applying experience will provide reference for other grassroots bank branches in the future. |
PDF Full Text Request