三一重工按揭销售模式下客户还款意愿提升方案研究

发布时间：2018-03-28 20:55

本文选题：按揭客户　切入点：还款意愿　出处：《湖南大学》2014年硕士论文

【摘要】：工程机械产品单位价值较高，，客户采购产品一般都存在融资需求。目前工程机械企业普遍采用四种销售模式：按揭销售、融资租赁、分期销售、全款销售。三一重工在这些销售模式下，不仅实现了销售规模增长与市场份额扩大，资产使用效率也得到提高，其中占三一重工销售额近五成的按揭销售更是发挥了主要的作用。然而，近期三一重工在按揭客户还款方面却面临着非常严峻的问题。具体表现为，在行业销量及利润下滑的情况下，应收账款却依然大幅增长，这就使得企业资金运转受到限制、经营风险提升。在这种情况下，提升顾客还款意愿将成为三一重工亟待解决的一个重要问题。本文采用文献检索、现场调研和深度访谈的方法，结合三一重工按揭客户实际情况、客户心理学理论来分析三一重工在按揭客户还款意愿管理中存在的问题及其原因，提出按揭客户还款意愿提升方案和实施意见。通过研究，得出以下结论：三一重工按揭客户还款意愿管理过程中存在按揭贷款贷前审查不到位、按揭客户管理不足、客户经理拜访客户缺乏科学性、按揭客户还款管理信息水平较低等问题。这些问题产生的主要原因是：营销管理部和融资管理部缺乏与按揭客户还款管理相配套的业务考评机制，按揭贷款的客户管理信息缺失，客户经理拜访按揭客户与风险部风险评估脱钩，客户还款管理信息平台建设不足等四个方面。本文提出要健全营销管理部和融资管理部与按揭客户还款管理相配套的业务考评机制，加款客户管理信息，客户经理结合风险部客户评估拜访按揭客户，推进按揭客户还款管理管理信息平台建设，规划部署与启动，通过业务完善与信息开发同步进行，信息平台试点推广与业务规范正式实施，最后使得按揭客户还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.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.4;F274

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