PL农村信用社客户关系管理研究

发布时间：2018-04-02 17:14

本文选题：农村信用社　切入点：市场营销　出处：《云南财经大学》2015年硕士论文

【摘要】：客户关系管理在现代企业中已经被普遍运用,实施客户关系管理是提升现代企业核心竞争力的有效途径。随着金融市场竞争日趋激烈,客户对金融服务需求目趋多元化、个性化,银行业已真正处于一个以客户为中心的时代。农村信用社要在竞争白热化的银行业立足,实施客户关系管理成为必然要求。本文通过对客户关系管理的相关概念的介绍,对PL农村信用社的客户关系现状进行分析,发现PL农村信用在组织架构、营销团队等方面做了较大的改革调整,包括：初步建立了分工明确、多方联动的组织结构框架；搭建了以客户经理为主体的新型关系营销团队；以客户为中心进行制度流程的建设；在市场竞争中提出了新的关系营销思路；强化了信息技术手段的运用。同时也指出了PL农村信用社客户关系管理中所存在的问题,主要有：发展战略不清晰,市场定位与客户管理现状相矛盾；各部门在客户管理中的价值目标不一致,合作缺乏严密；营销团队改革只是“形似”,对客户关系产生的实际效果不明显；经营优势发挥不充分,未能形成竞争力：信息管理薄弱,缺乏科学的客户关系指标体系。进而引出农村信用社客户关系管理的设计原则和具体措施,措施主要包括：树立以客户需求为出发点的经营管理理念；构建以客户需求为导向的组织架构；塑造以客户需求为导向的文化氛围；建立以客户需求为导向的信息集成机制；打造以客户需求为导向的优秀营销团队；加快建立健全以信息技术为支撑的应用系统。本文以PL农村信用社为研究对象,通过参考国内外文献和著作结合大量的实际数据基础上,采用了问卷调查、统计和比较分析等方法,为PL农村信用社的客户关系管理提供了具有针对性和可行性的参考意见,也为其他企业的客户关系管理提供了很好的参考。
[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.
【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F832.35

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