Research On The Problems And Countermeasures Of Customer Value Management Of Huaxia Bank

Banks are an important part of China's economic system,and commercial banks occupy a dominant position in the bank system.With the continuous maturity of the domestic financial market and the new normal mode of the domestic economy,the competition between commercial banks has become increasingly fierce.Banks not only needs to face the competition of traditional large state-owned banks and joint-stock commercial banks,but also the impact of emerging financial models on traditional services.A changing market also affects unprecedented changes in customer value.Studying the customer value management of commercial banks can provide effective suggestions for commercial banks to carry out business transformation,which has important research significance,and also becomes the research purpose and main research content of this paper.The analysis and argumentation of this paper begins with the research background and significance of customer value management of commercial banks.Firstly,this paper analyzes the main pattern of the bank industry in the current financial market,and analyzes the important strategic significance of researching customer value management of commercial banks,especially the joint-stock commercial banks represented by HuaXia Bank.Secondly,this paper combines the main customer types of commercial banks,and divides the bank customers into three categories: individual customers,enterprise customers and inter-bank customers,and analyzes the value contribution and characteristics of different types of customers.On the basis of this part,this paper takes Huaxia Bank as the research case,analyzes the current status of Huaxia Bank,the main customer types and characteristics,as well as the existing customer value management measures and problems,and the current customer value management.Huaxia Bank has raised the importance of customer value management across the company,adopted a series of customer value management measures and achieved certain results,but in the actual management operations,which resulting in the following problems:Huaxia Bank's customer information mining and analysis is not deep enough,its data information is incomplete;Internal pursuit of short-term performance maximization exists,which sacrifices the value and benefits of long-term cooperation with enterprises;the main branch functions divestiture,communication is not sufficient;high job mobility,lack of expertise in customer value management and other issues.The author analyzes Huaxia Bank's own management operations and characteristics,and combines Huaxia Bank's development strategy to propose corresponding countermeasures for the existing management measures.The final summary refines the conclusions of the full text study.