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Research On Optimization Of Corporate Business Customer Relationship Management Of A Bank Dalian Branch

Posted on:2023-10-29Degree:MasterType:Thesis
Country:ChinaCandidate:D RanFull Text:PDF
GTID:2569306626967449Subject:(professional degree in business administration)
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Commercial banks are organizations that provide basic financial services for individuals and enterprises,and they are also one of the most important components of China’s financial system.Since 2020,great changes have taken place in the financial market situation at home and abroad.The traditional financial industry has been seriously impacted by Internet finance,and the competition between banks is also increasing.In this environment,banks must pay attention to stabilizing old customers and attracting new customers,so as to lay a solid customer foundation for promoting their long-term and healthy development.The customers of commercial banks can be divided into two types:corporate customers and individual customers.Among them,corporate business accounts for a large proportion in commercial banking business,and corporate customers have an important impact on the operating profits and even long-term development of commercial banks.For banks,seizing corporate customers is the guarantee to improve the operating efficiency of banks.Therefore,actively developing corporate customers,doing well in customer relationship management and improving corporate customer loyalty has gradually become one of the core tasks of commercial banks.Corporate customers exist in the form of units and belong to the enterprise customers of general taxpayers.As the main body for the purpose of profit,the essence of profit seeking determines their loyalty to the bank,which depends on whether the bank can bring economic benefits and provide good financial services.Once the bank cannot provide good services or bring financial benefits to the enterprise,Then enterprises will turn to other banks,which will inevitably lead to a serious decline in the operating efficiency of the commercial bank.It can be seen that corporate customer relationship management is an important premise to determine whether corporate business can be carried out continuously.Therefore,commercial banks must be fully aware of the importance of corporate customer relationship management for the development of banks,and establish a perfect corporate customer management system to maintain a long-term and stable bank customer relationship,so that banks can firmly grasp the corporate customer market,grasp high-quality customer resources,and enhance corporate customer loyalty,so as to promote the sustainable development of banks.This paper takes Dalian Branch of H bank as the research object and takes relationship marketing theory as the research object、Based on the theory of customer relationship management,this paper first studies and analyzes the current situation of corporate customer relationship management of H Bank Dalian Branch.Secondly,using the research method of questionnaire,this paper finds out the problems of customer relationship management in the corporate business of H Bank Dalian Branch.Finally,it puts forward countermeasures and suggestions for H Bank Dalian branch to improve corporate customer relationship management,mainly including four aspects:first,comprehensively understand and meet the needs of corporate customers,and provide targeted customer services in combination with different differentiated needs of the same customers;Second,guarantee the service value,provide valuable products or services beneficial to the business development of corporate customers,and then improve the satisfaction of corporate customers’ products and services;Third,establish a sound corporate customer relationship management system,further optimize the management process and improve the efficiency and quality of corporate customer relationship management;Fourth,improve the construction of CRM system,improve the system functions and improve the use effectiveness.Through research,it is expected to help h Bank Dalian Branch further implement the business philosophy of "customer-centered",continuously improve the corporate customer relationship management system,provide the quality of corporate customer relationship,better open up new customers,retain old customers and promote the long-term and healthy development of the bank.
Keywords/Search Tags:Commercial bank, corporate business, relationship marketing strategy, customer relationship management
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