【摘要】：隨著近幾年國家對(duì)居民消費(fèi)的政策傾斜,越來越多的企業(yè)開始進(jìn)入消費(fèi)性小額貸款行業(yè),新競爭者的進(jìn)入造成了小額貸款行業(yè)的競爭加劇,由央行發(fā)布的2016年小額貸款公司統(tǒng)計(jì)數(shù)據(jù)報(bào)告可知,截至2016年末,全國共有小額貸款公司8673家,較2015年末減少237家。貸款余額9273億元,人民幣貸款減少131億元。在這種行業(yè)背景下,作為一家擁有優(yōu)秀的風(fēng)險(xiǎn)控制技術(shù)、專業(yè)的業(yè)務(wù)知識(shí)、強(qiáng)大的資金支持的PAP企業(yè)來說,下一步應(yīng)該建立一套可執(zhí)行的客戶關(guān)系管理方案,對(duì)公司客戶進(jìn)行科學(xué)、規(guī)范的管理。本文的目的是通過對(duì)PAP企業(yè)的一家分公司客戶關(guān)系管理流程方案的研究,基于PAP分公司建立起一套科學(xué)的客戶關(guān)系管理方案,通過PAP分公司的執(zhí)行和檢驗(yàn),為全國其他分公司提供一個(gè)可參考的客戶關(guān)系管理方案,為PAP企業(yè)下一步發(fā)展客戶關(guān)系管理業(yè)務(wù)提供借鑒。在研究的過程中,本文以這家分公司為研究對(duì)象,通過對(duì)這家分公司現(xiàn)有的客戶關(guān)系管理中存在的問題進(jìn)行分析和研究,根據(jù)營銷學(xué)和管理學(xué)中的相關(guān)理論依據(jù),針對(duì)PAP分公司現(xiàn)存的問題提出可執(zhí)行的解決對(duì)策和建議,對(duì)客戶關(guān)系管理流程和解決對(duì)策進(jìn)行整理,初步建立一套科學(xué)的且簡易的客戶關(guān)系管理方案,由該方案對(duì)PAP分公司的客戶開發(fā)、客戶管理和客戶維護(hù)等流程進(jìn)行規(guī)定。同時(shí)通過簡易的客戶關(guān)系管理方案對(duì)PAP分公司的員工進(jìn)行培訓(xùn)。最終方案由分公司的客戶經(jīng)理執(zhí)行,管理人員對(duì)方案的執(zhí)行情況進(jìn)行監(jiān)督,使PAP分公司實(shí)現(xiàn)制度化、規(guī)范化、科學(xué)化的客戶關(guān)系管理。本文一共分為五章,第一章主要將PAP分公司客戶關(guān)系管理的研究背景、研究意義、研究目的等內(nèi)容進(jìn)行闡述。第二章主要將有關(guān)于客戶關(guān)系管理的理論進(jìn)行陳述、總結(jié)和歸納,在此基礎(chǔ)上,將能用于本文的理論進(jìn)行提取,為后面的客戶關(guān)系管理流程方案的構(gòu)建提供理論依據(jù)。第三章主要是對(duì)PAP分公司的客戶關(guān)系管理現(xiàn)狀進(jìn)行分析,首先對(duì)PAP分公司進(jìn)行簡單介紹,然后采用客戶特征分析、客戶滿意度分析、客戶忠誠現(xiàn)狀分析、客戶現(xiàn)狀分析等方法對(duì)分公司現(xiàn)有的客戶關(guān)系管理工作進(jìn)行描述。利用調(diào)查問卷的方法,從客戶經(jīng)理的角度對(duì)分公司現(xiàn)行的客戶關(guān)系管理存在的問題進(jìn)行統(tǒng)計(jì)和分析,在上述的分析過程中會(huì)結(jié)合客戶經(jīng)理的實(shí)際經(jīng)驗(yàn)進(jìn)行分析。在本章的最后會(huì)提出分公司的客戶關(guān)系管理中存在的問題。第四章是本文的重要章節(jié),重點(diǎn)對(duì)客戶關(guān)系管理方案的思路和框架進(jìn)行梳理,然后依據(jù)第二章所總結(jié)的理論及PAP分公司客戶關(guān)系管理工作中問題的解決方法建立起一個(gè)適用于PAP分公司實(shí)際情況的客戶關(guān)系管理方案。第五章主要是對(duì)方案的實(shí)施過程中需要采取的措施以及方案實(shí)施過程中可能存在的問題進(jìn)行闡述。本文通過理論結(jié)合實(shí)踐的方式對(duì)分公司客戶關(guān)系管理方案進(jìn)行研究,并在文中提出一些客戶關(guān)系管理方案的建議和對(duì)策,希望能對(duì)PAP總公司在今后發(fā)展客戶關(guān)系管理的時(shí)候有一定參考和借鑒意義,也希望能對(duì)小額貸款行業(yè)做出點(diǎn)滴貢獻(xiàn)。
[Abstract]:With the policy of the country's consumption in recent years, more and more enterprises have begun to enter the consumer small loan industry. The entry of new competitors has caused the competition in the small loan industry. According to the statistical data of the small loan company issued by the central bank in 2016, there are 8673 small loan companies in the whole country by the end of 2016. Less than 237 at the end of 2015. The loan balance was 927 billion 300 million yuan, and the RMB loans were reduced by 13 billion 100 million yuan. In this industry, the next step, as a PAP enterprise with excellent risk control technology, professional business knowledge and strong financial support, should establish a set of executable customer relationship management plans for the company's customers. The purpose of this paper is to establish a set of scientific customer relationship management scheme based on PAP branch and to provide a referable customer relationship management scheme for other branches of the country through the research on the customer relationship management process plan of a branch of PAP company and the PAP branch. The purpose of this paper is to provide a referable customer relationship management scheme for other branches of the country, for PA In the process of research, this paper takes this branch of P as the research object, analyzes and studies the existing problems in the existing customer relationship management in this branch, according to the theoretical basis of marketing and management, and aims at the existing problems of the PAP branch. Put forward the executable solutions and suggestions, collate the customer relationship management process and solution, initially set up a set of scientific and simple customer relationship management scheme, which are determined by the scheme to the customer development, customer management and customer maintenance of PAP branch. The employees of PAP branch are trained. The final plan is carried out by the customer manager of the sub company. The manager supervises the implementation of the plan, and makes the PAP branch realize the institutionalized, standardized and scientific customer relationship management. This article is divided into five chapters. The first chapter mainly focuses on the research background and research meaning of the customer relationship management of the PAP branch. In the second chapter, the theory of customer relationship management is stated, summarized and summarized. On this basis, it will be used to extract the theory of this paper, and provide theoretical basis for the construction of customer relationship management process plan. The third chapter is mainly to the customer relationship management of PAP branch. The present situation is analyzed. First, the PAP branch is briefly introduced. Then, the existing customer relationship management work is described by customer characteristics analysis, customer satisfaction analysis, customer loyalty status analysis, customer status analysis and other methods. The problems in customer relationship management are analyzed and analyzed. In the process of the analysis, the actual experience of the customer manager will be analyzed. At the end of this chapter, the problems existing in the management of the customer relationship in the sub company are put forward. The fourth chapter is an important chapter of this article, focusing on the thinking and framework of the customer relationship management scheme. Then, according to the theory summed up in the second chapter and the solutions to the problems in the customer relationship management of the PAP branch, a customer relationship management scheme is set up to apply to the actual situation of the PAP branch. The fifth chapter is mainly the measures to be taken in the implementation of the scheme and the possible problems in the implementation of the scheme. This paper studies the customer relationship management scheme of the sub company through the combination of theory and practice, and puts forward some suggestions and Countermeasures in this paper, hoping to have some reference and reference for PAP general company in the future development of customer relationship management, and also hope that it can be used in the small loan industry. Make a bit of contribution.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F832.39

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