摘 要
I
天富期货有限公司客户关系管理研究
摘 要
近年来，在政策支持和引导下，我国期货市场不断发展壮大。期货行业已经成为
了我国经济发展中非常重要的一部分，在服务于我国经济的同时，也带动了农业、工
业等相关产业的发展。然而，目前我国大多数期货公司片面追求新客户的量的增长，
忽略了老客户以及维系客户关系。对客户关系管理的错误认识和轻视，影响了期货公
司吸引客户的能力，极大地削弱了期货公司的盈利能力。本文旨在通过对天富期货有
限公司的客户关系管理现状进行分析，提出改进方案。希望能够在理论和实践上，指
导公司以客户为导向开展经营活动，强化市场营销、研究开发等活动的效益，提高企
业的经营收入
本文以天富期货有限公司为例，深入调查研究公司的客户关系管理现状。通过分
析公司的组织架构、人员构成、各部门的客户关系管理业务现状，对天富期货客户关
系管理的问题进行了总结分析，归纳了天富期货客户关系管理中存在关系管理定位不
准确、部门职能划分不合理、业务流程规划不完善、公司制度编制不健全、员工技能
储备不充足、管理技术水平不先进共六项问题。而后，本文通过天富期货三则客户关
系管理案例，对天富期货客户关系管理中存在的部分典型问题进行了剖析并提出了解
决路径。针对之前总结的天富期货客户关系管理中存在的问题，对天富期货各部门进
行了重新职能定位，并从市场开发、市场营销、客户投诉处理与满意度调查三方面提
出了业务流程改进方案，同时在信息系统建设中提出了公司客户关系管理系统的设计
思路，以帮助公司改善客户关系管理。另外，提出了深化关系管理理念、健全公司相
关制度、提高员工队伍技能的对策建议，来帮助公司成功地实施客户关系管理改进方
案
关键词：
期货公司客户，客户关系，关系管理，客户导向Abstract
III
Research on the Customer Relationship Management of
Tianfu Futures Company
Abstract
In recent years, under the support and the guidance of government’s policy, the futures
market in China is growing stronger, which is in the service of our country's economy, and
has driven the development of agriculture, industry and other related industries. However, at
present, most futures companies are in one-sided pursuit of sales department, the expansion
of coverage, and the amount of new customers. They ignore the old customers and don’t
maintain customer relationships. Wrong understanding of CRM and contempt, makes futures
companies fail to attract customers, which greatly weakens the futures companies’
profitability. This study is aimed at to putting forward an improved scheme through analysis.
It is hoped that this paper can guide the company to operate customer-oriented business
activities, strengthen the efficiency of marketing, research and development activities, and
improve business income in theory and practice.
This paper studys the management of the company in TianFu futures co., LTD and sum
marizes the inaccurate management ,unreasonable department function, imperfect business p
rocess and company establishment, inadequate employee , and less advanced management te
chnology by analyzing the company's organizational structure, personnel structure, and mana
gement of each department of customer relationship .Then it also puts forward the way to sol
ve these problems according to three cases of customer relationship management (CRM) in
TianFu futures co., LTD.The company has been proposed improvement project of business p
rocess, and the design of the Company customer relationship management (CRM) system,in
order to improve customer relationship management (CRM).In addition ,it implements the
management of improvement program of customer relationship by means of deepening the
management concept, improving the system of the company and employees' skills.
Keywords:
customers of futures company, relationship management, customer orientation,
customer relationship