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The Applied Research of CRM Strategy Using in the Communications Bank Individual Managing Finances Service

Author: LiLi
Tutor: ChenChiPing
School: Xiangtan University
Course: Business Administration
Keywords: CRM Strategy Commercial Bank Individual Finances Service
CLC: F832.2
Type: Master's thesis
Year: 2009
Downloads: 177
Quote: 0
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Abstract


Since reform and opening up, people’s income has increased substantially with the development of economic. The people’s perception of the growing demand for financial services increase fast, which means that personal financial business to the commercial bank, has tremendous potential for development space. But the development of personal financial business to the domestic commercial banks far failed to keep pace with the demand of the world market. This paper contains six parts. The article firstly pointed out the significance, the research goal, the related theory, and the innovation in this thesis; defined the content of CRM strategy, introduced the Life-Cycle theory, Portfolio theory, Capital Asset Pricing Model theory, STP theory, Commercial Banks and Relationship marketing theory, inducted the necessity of using CRM into the Commercial Bank Individual Managing Finances Service; pointed out the questions that the CRM using in Communications Bank individual finances service, discussed how to relying on the customer identification, customer relationship building, customer relationship maintenance and the prevention of loss risk to customers to enhance personal financial services; finally the superintendent must guarantee that the enterprise strategy, the organizational structure, the internal culture and so on can be CRM the strategy implementation provide the good safeguard, establishes the customer relations managerial data analysis system, strengthens carries on training to customer manager, guarantees the CRM strategy through these ways in the bank interior effective operation. Although the analysis is mainly involved with personal finance business with Bank of Communications, its conclusion is general, which can provide a good reference for commercial banks to conduct their own personal finance business.

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Banking system and business
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