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论文编号：	13254
作者编号：	2320190565
上传时间：	2022/6/9 13:11:04
中文题目：	H财富公司客户关系管理研究
英文题目：	Research on Customer Relationship Management of H Wealth Company
指导老师：	杜建刚教授
中文关键字：	客户关系管理；财富管理；第三方理财；H财富公司
英文关键字：	Customer Relationship Marketing；Wealth Management；The Independent Third Party Financial Institutions；H Wealth Company
中文摘要：	随着人民生活质量不断提升，个人财富不断积累，财富管理需求不断增加。尤其高净值人士的财富管理需求，已经从资产保值增值的投资理财扩展到更多元化的资产配置、财富传承等方向。面对愈发广阔和综合化专业化的市场需求，如何提高自己的客户服务质量，提升客户满意度，从而提高客户粘性和市场占有率，保持持续竞争优势，这是每一个第三方财富管理公司都面对的巨大挑战。客户是每一个财富公司的命脉，也是公司得以发展的核心资源。财富公司想要在市场占得一席之地，都需要在客户关系管理方面找到适合本公司的发展策略。 H财富公司是于2011年从ZRT信托财富部门剥离转制而来的独立三方财富管理公司。公司以“做最好的私人银行”为企业愿景，为高净值客户提供综合资产配置服务。经过10年的发展，现居财富管理行业第一梯队，拥有了一定的竞争优势和规模效应，这是本文研究“客户关系管理”的前提。本文以H财富公司为例，通过对行业中其它机构在客户关系管理方面的实施方案，结合问卷调查和实地访谈调研的方式对客户关系管理现状做了问题分析，发现了公司在服务过程、客户分级管理、和满意度忠诚度提升方面还存在一定的问题。 在此背景下，本文梳理了客户关系管理理论，并充分借鉴了行业机构在客户关系管理中有特色的部分，对H财富公司在客户关系管理中存在的问题做梳理和原因分析，针对客户服务过程，即开发与成交、维护与保留，以及客户分级管理和满意度忠诚度提升几个方面做了优化建议，提出了较为详细的策略建议，并分析了相关策略的实施保障。这对于H财富公司日后强化客户关系管理工作、优化客户服务体系、提升客户满意度和忠诚度有一定的参考价值和现实意义。
英文摘要：	As people's quality of life continuously improves and personal wealth continues to accumulate, so wealth management needs continue to increase. In particular, the wealth management needs of high-net-worth individuals have been expanded from the investment and wealth management of asset preservation and appreciation to more diversified asset allocation and wealth inheritance. Facing the increasingly broad and comprehensive specialized market demand, how to improve their customer service quality, enhance customer satisfaction, so as to increase customer stickiness and market share, and maintain a sustainable competitive advantage. This is a huge challenge for every third-party wealth management company. Customers are the lifeblood of every wealth company and the core resource that allows the company to grow. If fortune companies want to gain a foothold in the market, they will need to find a development strategy that suits the company in terms of customer relationship management and relationship marketing. Company H is an independent tri-party wealth management company that was spun off from the wealth division of ZRT Trust in 2011. With the corporate vision of "being the best private bank", the company provides high-net-worth customers with comprehensive asset allocation services. After 10 years of development, Company H now ranks first in the wealth management industry and already has a certain competitive advantage and scale effect, which is the premise of this paper to research "relationship marketing". Taking Company H as an example, this paper presents a problem analysis of the current state of relationship marketing in the company through a combination of questionnaire and field interview research on the implementation plans of other organizations in the industry in terms of relationship marketing strategies. As a result, some problems were found in the aspects of "customer hierarchy management", "service process" and other satisfaction loyalty. In this context, this paper combs customer relationship marketing theories and fully draws on the distinctive parts of customer relationship marketing strategies of industry organizations, and analyzes the problems existing in the relationship marketing strategy of H Company. Moreover, it makes optimization suggestions for three aspects of customer hierarchy management, service process and satisfaction loyalty enhancement, puts forward more detailed marketing strategies and analyzes the implementation guarantee of related strategies. This has certain reference value and practical significance for Company H to strengthen customer relationship management, optimize customer service system, and enhance customer satisfaction and loyalty in the future.
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