I 摘要 工程保证担保是国际上对工程建设领域的通行做法，其根本目的在于引入第三方担 保方对建设施工方的合同履约过程展开动态跟踪，有利于建立行业信用体系、保证建设 工程质量，亦能够加快国内施工企业与国际接轨步伐。国内工程担保业务兴起于改革开 放之初，随着海内外工程数量增多、规模增大，专业工程担保公司的数量也呈现快速增 长的态势，亦同样面临着激烈的竞争环境。由此，对于担保公司而言，建立良好的客户 关系，有利于扩大市场竞争力，提升公司自身的盈利水平。 当前，以工程担保行业作为研究对象展开客户关系管理的文献鲜有，深层次地结合 行业特点进行客户关系管理研究能够丰富研究文献，亦为工程担保行业的客户关系管理 提供研究参考。通过引入G公司的工程担保业务作为案例，运用客户关系管理的相关理 论对其客户关系管理现状进行分析，提出以提升客户满意度与忠诚度的方式来深化合作 关系，并充挖掘优质客户的贡献值，开拓新客户拓展渠道。研究成果可以提升G公司客 户关系管理工作的成效，同时也可以为G公司的风险管理提供支撑。特别是在竞争加剧 的背景下，对于G公司而言，只有与客户建立良好关系，构建互利共赢的紧密关系，才 能够不断增强盈利能力，提升竞争力。 基于此，从客户关系管理的理论视角出发，引入客户生命周期理论、客户终身价值 理论、客户细分理论、客户满意度与忠诚度理论，深入到G公司对工程担保业务的客户 关系管理现状展开研究。分析认为G公司客户关系管理中存在的问题主要是G公司产 品和服务创新不足、客户流失较为严重、优质客户贡献值不高以及客户客户开发不足， 针对上述问题结合G公司开展工程担保业务的实际提出以下优化建议：第一，G公司需 要落实以客户为中心的经营理念，树立全员服务意识并完善服务流程来满足客户对于工 程担保服务的需求；第二，加强对产品和服务的创新力度，制定灵活化的产品组合以及 定价策略满足客户的需求，创新现有的服务方式来提升客户的满意度；第三，针对潜在 流失客户制定挽留方案，通过构建客户流失预警机制以及构建客户挽留方案来减少客户 流失；第四，运用先进的信息技术来进行客户价值细分，合理评估客户价值并深度挖掘 客户潜在合作价值，提高优质客户的贡献度；第五，完善对客户的开发方式，扩充获得 客户的渠道与机会。 中文摘要 II 关键词：工程担保；客户细分；客户维护；客户保留 英文摘要 III Abstract Project guarantee is a common practice in the field of engineering construction in the world. Its fundamental purpose is to introduce the third party guarantor to dynamically track the contract performance process of the construction party, which is conducive to the establishment of industrial credit system, guarantee the quality of the construction project, and also accelerate the pace of domestic construction enterprises to connect with the international market. The domestic engineering guarantee business emerged at the beginning of the reform and opening up. With the increase in the number and scale of domestic and overseas projects, the number of professional engineering guarantee companies is also growing rapidly, and they are also facing fierce competition environment. Therefore, for guarantee companies, establishing a good customer relationship is conducive to expanding market competitiveness and improving the profitability of the company itself. At present, there are few literatures that take the engineering guarantee industry as the research object to carry out customer relationship management. The in-depth study of customer relationship management based on the characteristics of the industry can enrich the research literature, and also provide research reference for the customer relationship management of the engineering guarantee industry. By introducing the engineering guarantee business of G Company as a case, this paper analyzes the current situation of its customer relationship management by applying relevant theories of customer relationship management, and puts forward the way to enhance customer satisfaction and loyalty to deepen the cooperative relationship, and excavate the contribution value of high-quality customers to open up new customer development channels. The research results can improve the effectiveness of customer relationship management of G Company, and also provide support for risk management of G Company. Especially in the context of intensified competition, only by establishing a good relationship with customers and building a close relationship of mutual benefit and win-win, can G Company continuously enhance its profitability and 英文摘要 IV competitiveness. Based on this, from the theoretical perspective of customer relationship management, this paper introduces the customer life cycle theory, customer lifetime value theory, customer segmentation theory, customer satisfaction and loyalty theory, and conducts in-depth research on the current situation of customer relationship management of engineering guarantee business of G Company. According to the analysis, the problems existing in the customer relationship management of G Company are mainly the lack of product and service innovation, the serious loss of customers, the low value of high-quality customer contribution and the lack of customer development. To solve the above problems, the following optimization suggestions are put forward in combination with the practice of engineering guarantee business carried out by G Company: First, G Company needs to implement the customer-centered business philosophy, establish a sense of service for all staff and improve the service process to meet customers' demands for project guarantee services. Second, strengthen the innovation of products and services, develop a flexible product portfolio and pricing strategy to meet customer needs, and innovate the existing service methods to improve customer satisfaction; Third, to develop retention plans for potential lost customers, through the construction of customer loss early warning mechanism and customer retention plans to reduce customer loss; Fourth, the use of advanced information technology to carry out customer value segmentation, reasonable evaluation of customer value and deep excavation of customer potential cooperation value, improve the contribution of high-quality customers; Fifth, improve the way to develop customers, expand the channels and opportunities to obtain customers. Keywords: Engineering Guarantee; Customer Segmentation; Customer Maintenance; Customer Retention 目录 V 目 录 摘要 .......................................................... I Abstract .................................................... III 第一章 绪论 ............................................................. 1 第一节 研究背景和意义 ................................................... 1 一、研究背景 .................................................................... 1 二、研究意义 .................................................................... 2 第二节 研究目标和内容 ................................................... 3 一、研究目标 .................................................................... 3 二、研究内容 .................................................................... 4 第三节 研究思路和方法 ................................................... 4 一、研究思路 .................................................................... 4 二、研究方法 .................................................................... 5 第四节 创新点 ........................................................... 6 第二章 文献综述和理论基础 ............................................. 7 第一节 国内外研究现状 ................................................... 7 一、服务类业务客户关系管理的相关研究 ............................................ 7 二、工程担保类业务及客户关系管理的相关研究 ...................................... 8 三、研究脉络梳理与评述 .......................................................... 9 第二节 相关理论研究综述 ................................................ 10 一、客户关系管理的概念 ......................................................... 10 二、客户关系管理的相关理论 ..................................................... 11 第三节 工程担保行业客户关系管理的特点 .................................. 14 一、工程担保业务的概念 ......................................................... 14 二、工程担保行业客户关系管理的特点 ............................................