以客户为中心是客户关系管理创新营销的一种必然选择,客户关系管理的产生也是

市场发展和企业管理理念发展的新需要,是企业管理模式和具有核心竞争力提升的新要

求,是在信息电子化浪潮和信息技术等因素的推动下和发展的结果。在二十世纪90年

代,中国开始引进客户关系管理模式,信托公司作为资金聚集和客户群密集型的新兴金

融机构,在竞争日益激烈的市场环境中,拥有实施客户关系管理的客观条件,并同时更

有效地处理好客户关系等因素,是对未来我国信托业发展起着至关重要的作用。

鉴于上述原因,本文在总结了一些国内外客户关系管理的基础上,梳理了目前国内

外信托业客户关系管理的现状,并运用了客户营销理论、客户价值理论、客户关系生命

周期理论、流程管理与其再造等理论,深入分析了客户关系管理存在的问题,具体包括:

服务理念落后、市场营销理念落后、市场策略体系缺乏、业务流程设计存在问题等原因,

导致办事效率低下、客户信息挖掘不充分、维护客户关系的管理不到位、以及自身客户

经理管理不到位等问题,站在另一种不同的视角对长安信托公司在客户分层选择、金融

市场竞争上、客户关系管理创新性方面进行了一定剖析,提出了长安信托公司客户关系

管理体系的框架构建和实施方案,同时利用客户的保留率、客户的忠诚度、客户满意度、

投资回报率作为检验方法,对客户关系管理实施效果进行检验并得出结论。

本文通过对长安信托公司客户关系管理的应用研究,旨在提高长安信托公司对客户

的服务水平,提高客户的满意度与忠诚度,提高长安信托公司在客户业务中的管理水平,

最终提高长安信托公司在信托行业的竞争、以及提高其在整个国内金融业中的竞争力。

【关键字】客户客户关系管理信托

【研究类型】应用研究

Title: The study of building to chang'an trust in customer relationship

management

Specialty: Business Administration

Customer relationship management is a kind of the innovative marketing

strategy, which as the center of the customer. Customer relationship

management is needed by market development and management idea renewal,

by improving management mode and core competitiveness, by enhancing

computerization tide and information technology support. In the 1990's ,

customer relationship management mode is introduced into China, the trust as a

capital intensive and customer labor-intensive form enterprise, have the

objective conditions for the implementation of customer relationship

management, and at the same time, effective implementation of good customer

relationship management for the future development of China's turst industry

plays an important role.In view of this, this paper summarizes on the basis of the

domestic and foreign customer relationship management, reviewing the

application of customer relationship management of the status quo. And based

on customers' marketing theory, the customer value theory, customer

relationship life cycle theory and process management and reconstruction

theory , in-depth analysis of trust customer relationship management in

service concept behind, marketing concept and strategy of the lack of system

design, business process design defects lead to low efficiency, customer

information mining don't fully, customer manager management does not reach

the designated position and so on in Chang'an international trust co., LTD.

standing on a different perspective on the theory in the customer to choose,

Name: Xiong Yanyan

TutorrZhang Xiaomin

Abstract

market competition and innovation aspects are analyzed to Chang'an