Research On Customer Relationship Management Optimization Of China Citic Bank Prosperity Branch Private Banking Business

With the continuous advancement of the construction of a socialist society with Chinese characteristics,the pace of reform and opening up has been accelerating,promoting the continuous development of the social economy,and the income level of Chinese residents is also rising.According to the data disclosed in the "China Private Banking Development Report(2021)and China Private Banking Public Welfare Charity White Paper",the scale of assets under management and the number of customers in the domestic private banking industry have maintained double-digit growth,providing large-scale customer resources for the development of commercial banking business and opening up a broad space for private banking customers of commercial banks.At the same time,due to the large number and obvious homogeneity of commercial banks,it has also intensified the fierce competition for resources among banks,and also highlighted the necessity of customer relationship management.The financial supply-side reform has put forward higher requirements for commercial banks,and it is imperative to adjust the customer relationship management of private banking business in a timely manner.The customer management of private banking in commercial banks is facing great historical opportunities,but also unprecedented challenges.As one of the systemically important commercial banks in China,China CITIC Bank is also facing the same situation for the development of related businesses.Prosperous Sub-branch timely adjusts the areas that need to be optimized in the customer relationship management of private banks,which can help to strengthen shortcomings and take advantage of opportunities in the process of business development.Based on the background of the times and the business background,this paper analyzes the great significance of doing a good job in the operation of private banking customers for the operation of commercial banks.Through reading and sorting out a large number of literature and materials,we summarized the necessity of customer relationship management for the operation of private banking customers.Then,the specific business development of China CITIC Bank Prosperous Branch was systematically analyzed,and the urgent need to optimize in the operation and management of private banking customers was found.Based on the above content,from the four aspects of customer segmentation,life cycle,value and grading,this paper carefully analyzes the current private banking customer situation of Prosperous Sub-branch,and summarizes the commonality and characteristics in business development and customer relationship management.At the end of this paper,based on the analysis and research of the first three chapters,the optimization suggestions and solutions are given for the problems and optimization needs to be optimized in the customer relationship management of the private banking business of Prosperous Sub-branch.It also lists the safeguard measures needed in the construction of systems and organizations,human resources,financial and material resources and culture.And at the end of the article made a general summary.This paper selects the case of China CITIC Bank’s prosperous branch and conducts an in-depth study of the customer relationship management of private banking,aiming to provide some help for the customer relationship management of the prosperous branch,and also hopes to provide some reference and reference significance for other commercial banks with similar problems.