摘要
摘要
近年来，随着国内外经济形势的不断变化，我国财税政策也随之持续更
新，越来越多的企业为了降低自身的财务成本与风险，选择专业的财税服务团
队和服务体系来解决企业的财税问题，因此，我国财税服务行业得到飞速发
展。由于目前我国财税服务市场空间没有得到充分挖掘，市场利润大，吸引了
大批的竞争者涌入行业内。同时，随着5G时代的到来和政府层面一系列政策
的出台，财税服务行业也迎来了全面转向数字化、智能化服务发展的变革期。
研究对象A公司作为财税服务行业中的一员，处于当下复杂的变革期中，
想要在严峻复杂的竞争环境中胜出，做好客户关系管理至关重要。本文的研究
目的在于通过研究A公司财税服务业务客户关系管理现状，找出其存在的问
题，并提出能够提升A公司财税服务业务客户关系管理水平的策略组合，以达
到提高客户满意度和忠诚度的目的，最终使得A公司能够增强自身竞争力。
本研究在运用文献研究法对客户关系管理相关理论进行梳理总结的基础
上，通过PEST分析法和波特五力模型对A公司外部环境展开分析，找出该公
司目前面临的机遇与挑战，以及外部环境对其客户关系管理的影响。进而利用
问卷调查法从内部员工和客户两维度分别展开问卷调查，同时结合实地走访法
对A公司财税服务业务客户关系管理现状进行探究。得出了其财税服务业务客
户关系管理在客户关系管理理念、识别客户能力、客户精细化管理水平、流失
客户管理等方面存在的问题，并分析得到其产生问题的主要原因涵盖了管理层
对客户关系管理缺乏重视、CRM技术应用缺失、缺乏客户关系管理制度等三大
因素。然后，针对其财税服务业务客户关系管理存在问题和产生原因，依据层
次分析法和对策研究法，从客户关系管理理念塑造、客户精准识别、客户精细
化管理、流失客户管理四个层面提出了适用A公司财税服务业务客户关系管理
现状的策略组合。最后，从制度保障、技术保障、人力资源保障、经费保障四
个方面为A公司财税服务业务客户关系管理提供实施保障措施。
关键词：客户关系管理；财税服务；策略；A公司
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Abstract
Abstract
In recent years, with the constant changes in the domestic and foreign economic
situation, China's fiscal and tax policies continue to update, more and more enterprises
in order to reduce their own financial costs and risks, choose professional fiscal and tax
service team and service system to solve the enterprise's fiscal and tax problems,
therefore, China's fiscal and tax service industry has been rapid development. At
present, China's fiscal and tax service market space has not been fully exploited, the
market profit is large, attracting a large number of competitors into the industry. At the
same time, with the arrival of THE 5G era and the introduction of a series of policies
at the government level, the fiscal and tax service industry has also ushered in a period
of transformation to the development of digital and intelligent services.
As A member of the financial and tax service industry, company A is in the midst
of complex changes. In order to win in the severe and complex competitive
environment, good customer relationship management is crucial. The purpose of this
study was by studying the fiscal and taxation services A company customer relationship
management present situation, find out the existing problems, and put forward to
improve the fiscal and taxation services A company customer relationship management
strategy combination, to achieve the purpose of improving customer satisfaction and
loyalty, and ultimately enables A company to enhance their competitiveness.
On the basis of combing and summarizing relevant theories of customer
relationship management with literature research method, this study analyzes the
external environment of Company A through PEST analysis and Porter's Five Forces
model to find out the opportunities and challenges facing the company and the impact
of external environment on its customer relationship management. Then, the
questionnaire survey method is used to carry out the questionnaire survey from the two
dimensions of internal employees and customers, and at the same time, combined with
the field visit method, the current situation of customer relationship management of
company A's financial and tax service business is explored. It is concluded that the
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Abstract
fiscal and taxation services customer relationship management in customer relationship
management, ability to identify customer, the customer the elaborating management
level, loss of customer management problems, the main cause of the problems were
analyzed covers the management of customer relationship management (CRM) is a
lack of attention, lack of CRM technology application, the three major factors such as
lack of customer relationship management (CRM) system. Then, in view of the fiscal
and taxation services customer relationship management problems and causes,
according to the analytic hierarchy process (ahp) and countermeasure study method,
from the customer, customer accurate recognition and customer relationship
management ideal fine management, customer management of draining, four aspects
put forward the applicable tax services A company business strategy combination of
customer relationship management present situation. Finally, from the four aspects of
system guarantee, technology guarantee, human resources guarantee and funds
guarantee, the implementation guarantee measures are provided for the customer
relationship management of company A's fiscal and tax service business.
Key words: Customer relationship management; Financial and tax services;
Strategy；A Company
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