Research On Customer Relationship Management Of Joint-Stock Bank

With the global financial integration and development of the internet economy,types of banks including state-owned commercial banks、large-scale joint-stock commercial banks、city commercial banks、rural commercial banks、grow fiercely,the Bank’s approaches of development change from "economies of scale" to "customer benefits" gradually,the monopoly of the domestic banks is lost gradually,buyer’s market is formatting,so,the customer becomes the key factor to the bank’s survive and development,especially high-quality customers become various the bank robbed focus.CRM is an new marketing theory based marketing and IT technology,but CRM is an new business strategy,an new business innovation mode,it requires the reformation and reshaping in all the aspects of enterprises.In the fierce competition environment,more and more enterprises give the focus into the CRM,some enterprises get the revolutionized development through the implementation of CRM strategy,but most eEnterprise’s CRM implementations still remain in the surface in the form,some enterprises including domestic banking institutions consider CRM as an simple CEM software.Compared with the foreign banks,domestic banks hold the large number of customers resources,then,due to the weakness in the implementing CRM,the value huge customers resources don’t play its role fully.In this paper,combined with theoretical research and case analysis,firstly,we introduce the CRM theory,then,we summarize the western Banks to implement customer relationship management of three successful cases,and analyze the domestic banking business environment in China,we point the insufficiency and reasons of implementation in CRM strategy,finally we take a large domestic joint-stock commercial Banks-China minsheng banking as an example,this paper expounds the minsheng banking in the advantage and problems in implementing customer relationship management(CRM)strategy,put forward our reform proposals.