小额贷款公司客户关系管理策略研究.docxVIP

小额贷款公司客户关系管理策略研究 —麦肯特公司为例 ［扌商要］客户关系管理的内涵是指通过管理客户信息资源，提供客户满意的产品和 服务，与客户建立起长期、稳定、相互信任、互惠互利的密切关系的动态过程和经 营策略。客户关系管理已成为影响企业生存和发展的关键问题，并正在成为企业经 营策略的核心。 中小企业快速的发展，已经成为我国国民经济的重要组成部分，而专门从事中 小企业贷款服务的小额贷款公司随着业务的快速发展，其自身也存在着客户关系管 理方面的问题。 木文首先从选题背景及研究的意义开始，从客户关系管理理论入手，研究分析 了小额贷款公司的客户关系管理现状和存在的问题，并以麦肯特公司为研究对象， 揭示了其存在问题的一般性和普遍性原因，对于研究所发现的问题，笔者提出改进 意见及建议：培养公司员工建立客户关系管理意识；以顾客为导向，建立完整的客 户服务体系；拟定系统的可实践的客户关系管理方案。本文所提出来的对策与建 议，对小额贷款公司的健康、快速发展有着实际的应用价值。 ［关键字］麦肯特 小额贷款公司 客户关系管理 策略研究 Research on the Management Strategy of Customer Relationship in Micro-credit Company -—Take EMKT Company for Example [Abstract] The connotation of customer relationship management is a dynamic process and business strategy which provides satisfactory products and service for customers and establish Ion g-term, stable, mutual credits and mutual benefit close relati on ship with the customers through managing customers information resources.Customer relationship management(CRM) has become the key problems which affects enterprise survival and development,and is becoming the core of enterprise management strategy. The rapid development of small and medium-sized enterprise has become the important part of national economy in China,and there exist some problems of customer relationship management in the Micro-credit companies which specialize in credit service for small and medium-sized enterprise with the rapid development of business. This paper starts with the background and significanee of literature research.Beginning with the customer relationship management theory,it studies and analyzes the current situatio n of customer relati on ship man agement and the existing problems of the Micro-credit companies,and reveals the generality and universal reasons of its existing problems with the EMKT company as the research object. To solve the problems, the following opinions on improvement and suggestio ns are give retraining the compa ny employees to establish the awareness of customer relati on ship management,esta