本文選題：農(nóng)村信用社　切入點(diǎn)：市場(chǎng)營(yíng)銷　出處：《云南財(cái)經(jīng)大學(xué)》2015年碩士論文

【摘要】：客戶關(guān)系管理在現(xiàn)代企業(yè)中已經(jīng)被普遍運(yùn)用,實(shí)施客戶關(guān)系管理是提升現(xiàn)代企業(yè)核心競(jìng)爭(zhēng)力的有效途徑。隨著金融市場(chǎng)競(jìng)爭(zhēng)日趨激烈,客戶對(duì)金融服務(wù)需求目趨多元化、個(gè)性化,銀行業(yè)已真正處于一個(gè)以客戶為中心的時(shí)代。農(nóng)村信用社要在競(jìng)爭(zhēng)白熱化的銀行業(yè)立足,實(shí)施客戶關(guān)系管理成為必然要求。本文通過(guò)對(duì)客戶關(guān)系管理的相關(guān)概念的介紹,對(duì)PL農(nóng)村信用社的客戶關(guān)系現(xiàn)狀進(jìn)行分析,發(fā)現(xiàn)PL農(nóng)村信用在組織架構(gòu)、營(yíng)銷團(tuán)隊(duì)等方面做了較大的改革調(diào)整,包括：初步建立了分工明確、多方聯(lián)動(dòng)的組織結(jié)構(gòu)框架；搭建了以客戶經(jīng)理為主體的新型關(guān)系營(yíng)銷團(tuán)隊(duì)；以客戶為中心進(jìn)行制度流程的建設(shè)；在市場(chǎng)競(jìng)爭(zhēng)中提出了新的關(guān)系營(yíng)銷思路；強(qiáng)化了信息技術(shù)手段的運(yùn)用。同時(shí)也指出了PL農(nóng)村信用社客戶關(guān)系管理中所存在的問(wèn)題,主要有：發(fā)展戰(zhàn)略不清晰,市場(chǎng)定位與客戶管理現(xiàn)狀相矛盾；各部門在客戶管理中的價(jià)值目標(biāo)不一致,合作缺乏嚴(yán)密；營(yíng)銷團(tuán)隊(duì)改革只是“形似”,對(duì)客戶關(guān)系產(chǎn)生的實(shí)際效果不明顯；經(jīng)營(yíng)優(yōu)勢(shì)發(fā)揮不充分,未能形成競(jìng)爭(zhēng)力：信息管理薄弱,缺乏科學(xué)的客戶關(guān)系指標(biāo)體系。進(jìn)而引出農(nóng)村信用社客戶關(guān)系管理的設(shè)計(jì)原則和具體措施,措施主要包括：樹(shù)立以客戶需求為出發(fā)點(diǎn)的經(jīng)營(yíng)管理理念；構(gòu)建以客戶需求為導(dǎo)向的組織架構(gòu)；塑造以客戶需求為導(dǎo)向的文化氛圍；建立以客戶需求為導(dǎo)向的信息集成機(jī)制；打造以客戶需求為導(dǎo)向的優(yōu)秀營(yíng)銷團(tuán)隊(duì)；加快建立健全以信息技術(shù)為支撐的應(yīng)用系統(tǒng)。本文以PL農(nóng)村信用社為研究對(duì)象,通過(guò)參考國(guó)內(nèi)外文獻(xiàn)和著作結(jié)合大量的實(shí)際數(shù)據(jù)基礎(chǔ)上,采用了問(wèn)卷調(diào)查、統(tǒng)計(jì)和比較分析等方法,為PL農(nóng)村信用社的客戶關(guān)系管理提供了具有針對(duì)性和可行性的參考意見(jiàn),也為其他企業(yè)的客戶關(guān)系管理提供了很好的參考。
[Abstract]:Customer relationship management (CRM) has been widely used in modern enterprises, and implementing CRM is an effective way to enhance the core competitiveness of modern enterprises.With the increasingly fierce competition in the financial market, customers' demand for financial services has become diversified and individualized. The banking industry has been in a customer-centered era.Rural credit cooperatives should base themselves on the fierce competition of banking and implement customer relationship management.Through the introduction of the related concepts of customer relationship management, this paper analyzes the current situation of customer relationship of PL rural credit cooperative, and finds that PL rural credit has made great reform and adjustment in organizational structure, marketing team and so on.It includes: initially establishing a clear division of labor, multi-party linkage organizational structure framework; build a new relationship marketing team with customer manager as the main body; take the customer as the center to build the system process;In the market competition, the author puts forward a new way of relation marketing and strengthens the use of information technology.At the same time, it also points out the problems existing in customer relationship management of PL rural credit cooperatives, such as unclear development strategy, contradiction between market orientation and customer management status, inconsistent value objectives of various departments in customer management,The reform of marketing team is only "similar", and the actual effect on customer relationship is not obvious. The management advantage is not given full play, and the competitive power is not formed. The information management is weak and the scientific customer relationship index system is lacking.Then it leads to the design principles and concrete measures of customer relationship management in rural credit cooperatives. The measures mainly include: setting up the concept of management based on customer demand, constructing a customer-demand-oriented organizational structure;Create a customer-demand-oriented cultural atmosphere; establish a customer-demand-oriented information integration mechanism; create an excellent customer-demand-oriented marketing team; accelerate the establishment of a sound application system supported by information technology.This paper takes PL Rural Credit Cooperative as the research object, by referring to domestic and foreign literature and works combined with a large number of actual data, using questionnaire survey, statistics and comparative analysis, etc.It has provided the pertinence and feasibility reference for the customer relationship management of the PL rural credit cooperative, and has also provided the very good reference for the customer relationship management of other enterprises.
【學(xué)位授予單位】：云南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F832.35

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