沈阳融腾投资管理公司客户关系管理问题研究

中文摘要

随着我国经济的迅速发展以及金融体系改革的推进，传统的融资渠道已经满足不了日益强大的金融市场，民间资本逐步进入人们的视野，民间借贷企业迎来了全新的机遇和挑战。民间借贷致力于为中低端收入人群以及一些规模不是很大的中小型企业提供服务，是一种服务创新。虽然现在民间借贷倍受欢迎，但是仍存在很多问题，例如，民间借贷企业缺乏切实可行的客户关系管理方案、民间借贷企业产权不清晰、民间借贷企业征信标准不明确等等。拥有一个稳定可持续发展的战略计划是现在民间借贷企业所关注的热点问题。

本文以沈阳融腾投资管理公司为研究对象，运用问卷调查法、文献分析法对该企业客户关系管理流程、目标客户群体、客户满意度、客户保持关系进行调查与分析，结果表明，企业在客户关系管理方面存在管理意识不深刻、客户服务不全面、管理流程不完善、管理方法不合理等问题。基于以上问题，本文尝试提出加深客户关系管理意识、健全客户服务体系、完善客户关系管理流程、优化客户关系管理方法等解决对策。通过本文的研究，可对民间借贷企业客户关系管理方案的制定提供参考，对民间借贷行业健康、快速发展具有重要的意义。

关键词：民间借贷；客户关系管理；满意度；忠诚度

Abstract

With the rapid development of China's economy and the advance of the reform of the financial system, the traditional financing channels have been unable to meet the increasingly powerful financial market, and the private capital has gradually entered people's vision, and the private lending enterprises have ushered in new opportunities and challenges. As a service innovation, private lending is dedicated to providing services to people with low and middle income and some small and medium-sized enterprises. Although private lending is now very popular, there are still many problems, for example, private lending enterprises lack of practical customer relationship management plan, private lending enterprises property rights are not clear, private lending enterprises credit standards are not clear and so on. Having a stable and sustainable development strategy plan is a hot issue for private lending enterprises.

Taking Shenyang Rongteng Investment Management Company as the research object, this paper investigates and analyzes the customer relationship management process, target customer group, customer satisfaction and customer relationship by means of questionnaire survey and literature analysis. There are some problems in customer relationship management, such as lack of deep management consciousness, incomplete service, imperfect management process and unreasonable management methods. Based on the above problems, this paper tries to put forward solutions such as deepening customer relationship management awareness, improving customer service system, improving customer relationship management process, optimizing customer relationship management methods. Through the research of this article, it can provide reference for the formulation of customer relationship management plan of private lending enterprises, which is of great significance to the healthy and rapid development of the private lending industry.

Keywords: Private lending; Customer relationship management; Satisfaction; loyalty

目录

引  言1

一、 沈阳融腾投资管理公司客户关系管理现状1

（一） 客户关系管理流程分析1

（二） 目标客户群体分析2

（三） 客户满意度分析3

（四） 客户保持关系分析8

二、 沈阳融腾投资管理公司客户关系管理现存问题8

（一） 管理意识不深刻8

（二） 客户服务不全面9

（三） 管理流程不完善9

（四） 管理方法不合理9

三、 沈阳融腾投资管理公司客户关系管理对策分析10

（一） 加深客户关系管理意识10

（二） 健全客户服务体系11

（三） 完善客户关系管理流程12

（四） 优化客户关系管理方法13

结  论15

参考文献16