随着经济市场的竞争日趋激烈，公司之间的竞争已经不再局限于产品本身的竞 争。在服务业朝着高品质、专业化、个性化的方向发展下，YJJ 公司作为财务服务行 业的一员，面临着越来越激烈的竞争。因此，在客户关系管理已经成为公司发展战略 中不可或缺的核心竞争力时，建立科学完善的 CRM 系统势在必行。 本研究通过客户管理相关理论，提出研究的背景和意义，对国内外的相关文献进 行了综述，总结出了适合本文的研究方法和思路。通过对行业所处环境的分析，发现 公司目前面临的机会和挑战。对公司现有客户关系管理、数据分析和客户关系调查进 行整理，发现 YJJ 公司在客户关系管理中的问题。结合 IDIC 模型、客户生命周期及 客户价值等理论，对所发现的问题进行深入的剖析。本研究认为需要建立 CRM 客户 管理体系、精准的识别客户、差异化细分客户、与客户进行差异化沟通与互动、制定 客户个性化策略等，从根本上推动客户关系管理的有效开展。最后，从制度、技术、 财务、人力四个方面提出相应的保障措施，以确保 YJJ 公司能真正有效地建立科学、 完善的 CRM 体系，从根本上提高客户关系管理能力。在做出未来发展展望的同时， 分析了本研究存在的局限性。 关键词：客户关系管理；CRM 系统；财务咨询III Abstract As the competition in the economic market becomes more and more exciting, the competition between companies is no longer limited to the competition of the products themselves. With the development of the service industry in the direction of high quality, specialization and individuation, YJJ Company, as a member of the financial service industry, is facing increasingly fierce competition. Therefore, in customer relationship management has become an indispensable core competitiveness in the company's development strategy, the establishment of a scientific and perfect CRM system is imperative. This research proposes the background and significance of the research through the relevant theories of customer management, reviews relevant literature at home and abroad, and summarizes the research methods and ideas suitable for this article. Through the analysis of the industry's environment, we discovered the opportunities and challenges facing the company. Sort out the company's existing customer relationship management, data analysis and customer satisfaction, and find YJJ's problems in customer relationship management. Combined with the IDIC model, customer life cycle and customer value theory, the problems found are analyzed in depth. This study believes that it is necessary to establish a CRM customer management system, accurately identify customers, differentiate customers, differentiate communication and interaction with customers, and develop customer individuation strategies, etc., to fundamentally promote the effective development of customer relationship management. Finally, the corresponding safeguard measures are proposed from four aspects: system, technology, finance, and manpower to ensure that YJJ Company can truly and effectively establish a scientific and perfect CRM system to fundamentally improve customer relationship management capabilities. While making future development prospects, the limitations of this study are analyzed. Keywords ：Customer Relationship Management; CRM System; Financial Consulting目录 致谢.........................................................................................................................................I 摘要.......................................................................................................................................II Abstract................................................................................................................................ III 第 1 章 绪论..........................................................................................................................1 1.1 研究背景及意义........................................................................................................1 1.1.1 研究背景.............................................................................................................1 1.1.2 研究意义.............................................................................................................3 1.2 国内外研究现状及理论基础....................................................................................4 1.2.1 国内外研究现状.................................................................................................4 1.2.2 理论基础.............................................................................................................6 1.3 研究内容和基本框架................................................................................................9 1.3.1 研究内容.............................................................................................................9 1.3.2 基本框架.............................................................................................................9 1.4 研究方法与创新点..................................................................................................10 1.4.1 研究方法...........................................................................................................10 1.4.2 创新点...............................................................................................................11 第 2 章 YJJ 公司概况与环境分析.....................................................................................12 2.1 公司概况..................................................................................................................12 2.1.1 公司简介...........................................................................................................12 2.1.2 公司组织结构...................................................................................................13 2.2 YJJ 公司外部环境分析...........................................................................................13 2.2.1 政策环境对客户关系管理的影响...................................................................14 2.2.2 经济环境对客户关系管理的影响...................................................................14 2.2.3 社会环境对客户关系管理的影响...................................................................15 2.2.4 科技环境对客户关系管理的影响...................................................................16 2.3 YJJ 公司的行业环境分析.......................................................................................16 2.3.1 潜在竞争者进入的能力...................................................................................172.3.2 供方分析...........................................................................................................17 2.3.3 买方分析...........................................................................................................18 2.3.4 替代品的替代能力...........................................................................................18 2.4 主要竞争对手分析..................................................................................................19 2.4.1 河南豫财财务...................................................................................................20 2.4.2 创和财务...........................................................................................................20 2.4.3 北京华财郑州分公司.......................................................................................21 第 3 章 YJJ 公司客户关系问题及原因分析.....................................................................23 3.1 公司客户关系管理现状..........................................................................................23 3.1.1 现存客户信息系统...........................................................................................23 3.1.2 往来客户分布与分类.......................................................................................23 3.1.3 客户开发及管理分工.......................................................................................27 3.2 客户关系调查问卷..................................................................................................27 3.3 公司客户关系管理存在的问题及原因分析..........................................................31 3.3.1 客户关系管理意识薄弱...................................................................................32 3.3.2 识别客户能力不足...........................................................................................33 3.3.3 客户分类过于笼统...........................................................................................34 3.3.4 与客户交流互动不足.......................................................................................35 3.3.5 客户个性化服务不到位...................................................................................36 第 4 章 YJJ 公司客户关系管理优化方案.........................................................................38 4.1 重新构建客户关系管理体系..................................................................................38 4.1.1 加强客户关系管理理念及相关企业文化的建设...........................................38 4.1.2 建立 CRM 体系，完善客户信息数据库........................................................39 4.2 客户的精准识别优化方案......................................................................................41 4.2.1 深入识别客户的需求与期望...........................................................................41 4.2.2 建立目标客户选择标准...................................................................................42 4.3 对现有客户进行差异化细分..................................................................................43 4.3.1 建立细分标准...................................................................................................434.3.2 分类的实施.......................................................................................................44 4.4 差异化的客户沟通及互动......................................................................................45 4.4.1 提升员工沟通质量...........................................................................................45 4.4.2 分类客户的沟通及互动...................................................................................46 4.5 客户个性化服务优化方案......................................................................................47 4.5.1 优化客户关系管理流程...................................................................................48 4.5.2 增强个性化服务的能力...................................................................................48 第 5 章 YJJ 公司客户关系管理策略的实施步骤与保障.................................................50 5.1 实施步骤..................................................................................................................50 5.2 实施保障..................................................................................................................50 5.2.1 制度保障...........................................................................................................50 5.2.2 技术保障...........................................................................................................51 5.2.3 财务保障...........................................................................................................52 5.2.4 人力保障...........................................................................................................53 第 6 章 结论与展望............................................................................................................54 6.1 基本结论..................................................................................................................54 6.2 研究局限及展望......................................................................................................55 6.2.1 研究局限...........................................................................................................55 6.2.2 展望...................................................................................................................56