| With the deepening of China’s financial industry system and mechanism reform,the increasing marketization of the economy,the rapid development of mobile Internet,blockchain,artificial intelligence and other Internet technologies,the financial industry has ushered in great opportunities,but also faces unprecedented challenges.Competition among Banks and between Banks and non-bank financial institutions is becoming increasingly fierce,which is not only reflected in the traditional banking business and services,but more importantly in the competition for customer resources.Customer resources have become an important resource for various financial institutions.The quality of customer relationship management determines the rise and fall of Banks to some extent.As the leader of local commercial Banks in northwest China,Lanzhou bank has gradually shifted its development focus to customer relationship management in order to consolidate and improve its market competitiveness.Its business philosophy has changed from "product-centered" to "customer-centered".It has developed a variety of financial products such as Baihe direct bank,Lanzhou bank investment and financing platform and Baihe bao.With the vigorous development of Internet finance,in recent years,the competition among banking financial institutions in Gansu province has been increasingly intensified,and the deficiency of Lanzhou bank in service capability and management level has become increasingly prominent.Lanzhou bank A branch has been established for A long time and has profound customer resources and asset base.It is A branch of urban commercial Banks with traditional operation mode and has high research value.Based on Lanzhou bank A branch as the research object,based on the theory of banking customer relationship related theory,based on the related literature at home and abroad to consult,combined with the development of Ningbo bank experience to draw lessons from,and thenthrough Porter V.Force analysis,PEST and other tools to analyze the internal and external basic conditions of the branch customer relationship management and combined with the results of the questionnaire survey,according to PDCA theory,made the preparation,implementation,verification and correction four implementation stage,from the customer segmentation,customer development,cross-selling financial products and counter replacement rate,the talent team construction five directions,Customer relationship management improvement plan with system,talent and fine management as guarantee,and summarize and look forward to this research.This research is of guiding significance for the improvement of customer relationship management of Lanzhou bank A branch,which can provide certain guarantee for Lanzhou bank to cope with fierce competition in the financial industry,and also has certain reference significance for other local commercial Banks to optimize customer relationship management. |
