Research On The Optimization Of Personal Customer Relationship Management In X Branch Of JX Bank

With the continuous development of China's financial industry and the more open financial markets,more and more financial institutions continue to emerge.In order to occupy more market share,various financial institutions have launched a competition for customers.A large customer base,especially high-quality customers,can bring a lot of economic benefits to banks,increase market share for banks,and improve the influence of banks in the industry,which is very important for the sustainable development of banks.Therefore,in order to attract and retain a large number of high-quality customers,it is necessary for banks to improve their customer relationship management ability,provide customers with better products and services,and strive to maintain and improve customer satisfaction.This paper chooses individual customers of JX bank X branch as the research object to study the relationship between customer deposit intention and customer recognition.In this paper,using a combination of theoretical research and empirical analysis,the first theoretical concept of customer relationship management,the basic theory of customer relationship management and customer relationship management in the banking industry,the application and then using the PEST model to analyze the market environment,industry environment analysis using Porter's five model,and sums up the China Merchants Bank and Agricultural Bank of China customer relationship management model;Then adopt the method of questionnaire and interview,on the bank of JX,450 individual customers of 5 kinds of individual customers in X Branch of JX Bank are investigated.the final summary data collection,professional processing the data,and in based on the results of data analysis,analyzed the JX bank X branch personal problems in customer relationship management,and puts forward the corresponding solution strategy and safeguard measures,providing reference for related workers or researchers,to promote the development of our country bank individual customer relationship management(CRM)has a certain theoretical significance and practical significance.