【作者】 陈明；

【导师】 彭岷；

【作者基本信息】 电子科技大学 ， 工商管理（专业学位）， 2024， 硕士

【摘要】 在数字化和互联网金融日益成为主流的今天,ZD金融信息平台面临着一系列挑战和机遇。尤其是在高度竞争的金融市场和快速变化的消费者行为背景下,有效地管理和优化客户关系不仅成为提高经济收益的关键,也是提升企业核心竞争力和市场份额的必然选择。随着获客渠道的竞争加大,获客成本的增长,提升客户满意度和忠诚度变得更为迫切。本文首先介绍了ZD互联网金融信息平台的基本情况,剖析其在客户关系管理方面的现状,包括客户识别、客户分类、客户互动和个性化服务等方面的具体实践。通过文献综述和理论分析,本文详细阐述了互联网金融和客户关系管理的相关概念,包括客户关系管理理论内容和IDIC模型,为后续章节的深入分析提供了理论基础。在现状分析的基础上,本文通过问卷调查等实证研究方法,收集和分析了ZD平台客户关系管理存在的主要问题,识别出客户识别不足、客户分类策略欠缺、客户关系维护不充分以及差异化服务不到位等核心问题。针对识别出的具体问题和原因,本文提出了一系列改进策略,旨在提升ZD平台的客户满意度和忠诚度,这些策略包括完善客户识别机制、精细化客户分类管理、强化客户关系维护以及提升差异化服务水平。最后,本文对所提出的策略进行了实施评价,验证其可行性和有效性。本文不仅对ZD金融信息平台具有重要的理论和实践意义,还希望能为类似的互联网金融信息中介平台提供有价值的参考和启示,助力整个行业更高效、更精准地进行客户关系管理,从而全面提升企业和行业的核心竞争力。更多还原

【Abstract】 In today’s digital and internet finance dominated world,ZD Financial Information Platform is facing a series of challenges and opportunities.Effective management and optimization of customer relationships have become not only the key to improving economic returns but also an inevitable choice for enhancing corporate core competitiveness and market share,particularly in highly competitive financial markets and rapidly changing consumer behavior.With the increasing competition in customer acquisition channels and the rising cost of customer acquisition,improving customer satisfaction and loyalty have become more urgent than ever before.This study first introduces the basic situation of ZD Internet financial information platform,and analyzes its current situation in customer relationship management,including the specific practices of customer identification,customer classification,customer interaction and personalized service.Through literature review and theoretical analysis,this study elaborates the relevant concepts of Internet finance and customer relationship management,including the theoretical content of customer relationship management and IDIC model,which provides a theoretical basis for the in-depth analysis in the subsequent chapters.On the basis of the analysis of the current situation,this study collects and analyzes the main problems existing in the customer relationship management of the ZD platform through empirical research methods such as questionnaire surveys,and identifies the core problems such as insufficient customer identification,insufficient customer classification strategy,insufficient customer relationship maintenance and insufficient differentiated services.In view of the specific problems and causes identified,this study proposes a series of improvement strategies to improve customer satisfaction and loyalty on the ZD platform,including improving the customer identification mechanism,refining customer classification management,strengthening customer relationship maintenance,and improving differentiated service levels.Finally,the proposed strategy was evaluated to verify its feasibility and effectiveness.This study not only has important theoretical and practical significance for ZD Financial Information Platform but also aims to provide valuable references and insights for similar internet finance intermediary platforms,helping the entire industry to conduct customer relationship management more efficiently and accurately and ultimately enhancing the core competitiveness of enterprises and the industry as a whole.更多还原