本文選題：按揭客戶　切入點：還款意愿　出處：《湖南大學(xué)》2014年碩士論文

【摘要】：工程機械產(chǎn)品單位價值較高，，客戶采購產(chǎn)品一般都存在融資需求。目前工程機械企業(yè)普遍采用四種銷售模式：按揭銷售、融資租賃、分期銷售、全款銷售。三一重工在這些銷售模式下，不僅實現(xiàn)了銷售規(guī)模增長與市場份額擴大，資產(chǎn)使用效率也得到提高，其中占三一重工銷售額近五成的按揭銷售更是發(fā)揮了主要的作用。 然而，近期三一重工在按揭客戶還款方面卻面臨著非常嚴(yán)峻的問題。具體表現(xiàn)為，在行業(yè)銷量及利潤下滑的情況下，應(yīng)收賬款卻依然大幅增長，這就使得企業(yè)資金運轉(zhuǎn)受到限制、經(jīng)營風(fēng)險提升。在這種情況下，提升顧客還款意愿將成為三一重工亟待解決的一個重要問題。本文采用文獻(xiàn)檢索、現(xiàn)場調(diào)研和深度訪談的方法，結(jié)合三一重工按揭客戶實際情況、客戶心理學(xué)理論來分析三一重工在按揭客戶還款意愿管理中存在的問題及其原因，提出按揭客戶還款意愿提升方案和實施意見。 通過研究，得出以下結(jié)論：三一重工按揭客戶還款意愿管理過程中存在按揭貸款貸前審查不到位、按揭客戶管理不足、客戶經(jīng)理拜訪客戶缺乏科學(xué)性、按揭客戶還款管理信息水平較低等問題。這些問題產(chǎn)生的主要原因是：營銷管理部和融資管理部缺乏與按揭客戶還款管理相配套的業(yè)務(wù)考評機制，按揭貸款的客戶管理信息缺失，客戶經(jīng)理拜訪按揭客戶與風(fēng)險部風(fēng)險評估脫鉤，客戶還款管理信息平臺建設(shè)不足等四個方面。本文提出要健全營銷管理部和融資管理部與按揭客戶還款管理相配套的業(yè)務(wù)考評機制，加款客戶管理信息，客戶經(jīng)理結(jié)合風(fēng)險部客戶評估拜訪按揭客戶，推進(jìn)按揭客戶還款管理管理信息平臺建設(shè)，規(guī)劃部署與啟動，通過業(yè)務(wù)完善與信息開發(fā)同步進(jìn)行，信息平臺試點推廣與業(yè)務(wù)規(guī)范正式實施，最后使得按揭客戶還款意愿提升方案落地。
[Abstract]:The unit value of construction machinery products is high, and there is generally financing demand for the products purchased by customers. At present, construction machinery enterprises generally adopt four sales modes: mortgage sale, financing lease, sale by stages, Full sales. Sany heavy Industries has not only achieved sales scale growth and market share expansion, but also increased asset use efficiency under these sales models. The mortgage sales, which account for nearly 50% of Sany's sales, play a major role. Recently, however, Sany heavy Industry is facing a very serious problem in the repayment of mortgage clients. Specifically, despite the decline in sales and profits in the industry, accounts receivable is still growing substantially. In this case, enhancing the customer's willingness to repay will become an important problem to be solved by Sany heavy Industries. The methods of on-the-spot investigation and in-depth interview, combined with the actual situation of Sany heavy Industry mortgage customers and customer psychology theory, are used to analyze the problems and reasons of Sany heavy Industry in the management of mortgage customers' repayment willingness. Put forward the mortgage client repayment intention enhancement plan and the implementation opinion. Through the research, we can draw the following conclusions: in the process of Sany heavy Industry mortgage customer repayment intention management, there is not enough review before mortgage loan, the mortgage customer management is insufficient, and the account manager visiting the customer is not scientific. The main reasons for these problems are that the marketing and financing management departments lack a business appraisal mechanism to match the repayment management of mortgage customers. The lack of customer management information on the mortgage loan, the client manager visiting the mortgage client and the risk assessment of the risk department decoupled, There are four aspects, such as insufficient construction of customer repayment management information platform, etc. This paper proposes to perfect the business appraisal mechanism of marketing management department and financing management department and mortgage customer repayment management, and to add customer management information. The account manager visits the mortgage client in combination with the risk department customer evaluation, promotes the mortgage customer repayment management management information platform construction, plans, deploys and starts, through the business consummation and the information development synchronously carries on, Information platform pilot promotion and formal implementation of business norms, and finally the mortgage customer repayment willingness to improve the plan landing.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F426.4;F274

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