【作者】 周雯；

【导师】 王俊程；

【作者基本信息】 云南师范大学 ， 工商管理（专业学位）， 2021， 硕士

【摘要】 在当前的经济形势下,我国的融资租赁行业已经发展到新的阶段,市场规模持续扩大的同时,行业内部也面临着空前的竞争压力。为了提高竞争力,扩大市场占有率,融资租赁公司应重视客户关系管理,围绕客户需求制定发展战略,以改进客户关系管理为突破口,提高自身的管理水平,优化组织结构,持续提高客户的满意度与忠诚度,有效配置企业资源,以实现企业的利润最大化和企业资源的最优配置。在新的发展阶段下,客户关系管理对融资租赁行业意义重大。本文选取了A融资租赁公司为代表,运用客户关系管理理论,包括核心客户、客户细分、客户生命周期及客户满意度与忠诚度等,通过问卷调查、实地走访等方式对A融资租赁公司的客户关系管理进行研究,通过分析其现状,发现A融资租赁公司存在获客成本高、客户违约维权成本高、客户价值发掘低、客户流失量大、客户满意度低、缺乏专业化客户管理团队等问题。针对这些问题,本文提出相对应的优化建议:提高客户开发的精准度以降低获客成本,实施客户风险等级管理以降低违约率,围绕客户需求深度开发客户价值,牢固树立正确的服务意识,提高服务水平,以提升客户满意度,延长客户生命周期减少客户流失,组建专业化的客户管理团队等。本文旨在提出将客户关系管理的相关理论系统性的用于对选定融资租赁公司的分析,通过强调客户关系管理对融资租赁公司的重要性,帮助企业将优化客户关系管理上升到战略高度。本文通过对所选公司的客户关系管理现状进行分析,发现存在的问题以及服务弱项,针对性地提出改进和优化对策,使公司的客户关系管理系统明显升级,对其长远发展具有重要的实践意义。更多还原

【Abstract】 Under the current economic situation,China’s financial leasing industry has reached a new stage of development.While the market scale continues to expand,the industry is also facing unprecedented pressure of survival and competition.In order to improve their competitiveness,improve market share,financing lease industry market participants must focus on their customers,and take the customer relationship management as the breakthrough point.As long as they did so,their management would improve,the management structure would be optimized,customer stickiness level would be strengthened,and corporate resources would be allocated more efficiently,thus achieve the enterprise’s final goal——maximizing its profit.Thus,in the new development stage,the optimization of customer relationship management is of great significance to the financial leasing industry.This article selects the represented financial leasing company A as the study object,puts customer relationship management and related customer,customer segmentation,customer life cycle and the theory of customer satisfaction and loyalty as the theoretical foundation。By applying study method such as questionnaire survey,field visits and other means to customer relationship management of company A,the author found company A face several problems: high consumer acquisition cost,high cost of customer default activist,low excavation,customer value,customer loss and low customer satisfaction rate and lack of professional customer management team.In order to deal with these issues,the suggestions are: improving customer development of precision in order to reduce customer costs,the implementation of customer level of risk management to reduce default rates,subdivide customer depth development value,setting up the correct service consciousness in order to enhance customer satisfaction,customer life cycle,reduce customer churn,and establish specialized customer management team,etc.This paper aims to put forward that the relevant theories of customer relationship management should be systematically applied to the analysis of selected financial leasing companies.By emphasizing the importance of customer relationship management of financial leasing companies,this paper will help enterprises attach importance to customer relationship management in the strategic perspective.By analyzing the main problems and deficiencies of enterprise customer relationship management,this paper gives out countermeasures of its current customer relationship management status,which has important and practical significance for promoting the benign development of enterprises.更多还原