Dissertation Submitted to
Hebei GEO University
for
The Master Degree of
Business Administration
Research on customer relationship management of rural credit
cooperatives in Cheng'an County
by
Name of Kailun Gao
Supervisor: Prof. Yuling Meng
Associate Supervisor: Prof. Bingliang Li
December 2021

摘要
随着我国农村金融业务的高速发展，农村金融逐渐开始在市场中展露头角，呈现
出银行业和其他融资租赁公司和小额贷款机构并存的局面，随着客户在市场中的地位
越来越重要，客户关系管理显得尤为重要。
近几年河北省邯郸市成安县农村信用合作联社采取了一系列客户关系管理措施，
因此获得较快发展，但在快速发展的同时，其客户关系管理中仍存在着管理流程不完
善，管理制度不健全，信息化系统不完善，工作人员专业度不高等问题，因而引发企
业无法高效吸收低成本资金，客户获客难，运营成本高等诸多问题。鉴于此，本文以
河北省邯郸市成安县农村信用合作联社为研究对象，采用问卷调研和访谈法等对其
客户关系管理进行研究，主要内容包括六部分：首先，绪论部分主要阐述本选题的
研究背景与研究意义；国内外研究现状；研究内容与研究方法和创新点等；第二部
分主要阐述相关概念与基础理论；第三部分主要分析成安联社的客户关系管理现状
及调研情况汇总；第四部分阐述成安联社客户关系管理存在的问题及产生的原因；
第五部分完善成安联社客户关系管理；第六部分是结论与展望：
论文主要结论是：
（1）指出成安联社面临客户被分流、资源流失等挑战，成安联社需将客户关系
管理放在首位，通过对客户关系的有效管理，实现客户的满意度和忠诚度的提高，
进而使企业获得更好地成长与利润。
（2）针对对零售业务发展及人才培养的重视不够、系统应用工具不完善等，提
出加强人才培养计划，利用现在信息技术手段，完善系统工具，进行信息化客户关
系管理等策略。
论文创新之处：
（1）研究方法上采取了深度访谈法、网络问卷等调研法等对完善成安联社客户
管理进行研究，可丰富客户关系管理方法；
（2）研究内容上提出了建立客户非金融数据库，实施客户精细化分级管理，使
研究更具可操作性、科学性。
关键词：农村信用社；客户关系管理；大数据
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ABSTRACT
With the rapid development of China's rural financial business, rural finance gradually
began to show its head in the market, showing the coexistence of banking, other financial
leasing companies and microfinance institutions. With the increasing importance of
customers in the market, customer relationship management is particularly important.
In recent years, the rural credit cooperative association of Cheng'an County, Handan
City, Hebei Province has taken a series of customer relationship management measures, so
it has achieved rapid development. However, with the rapid development, there are still
some problems in its customer relationship management, such as imperfect management
process, imperfect management system, imperfect information system and low
professionalism of staff, As a result, enterprises are unable to absorb low-cost funds
efficiently, it is difficult for customers to obtain customers, and the operation cost is high.
In view of this, this paper takes the rural credit cooperative association of Cheng'an County,
Handan City, Hebei Province as the research object, and studies its customer relationship
management by using the methods of questionnaire survey and interview. The main
contents include six parts: first, the introduction mainly expounds the research background
and significance of this topic; Research status at home and abroad; Research contents,
research methods and innovations; The second part mainly expounds the related concepts
and basic theories; The third part mainly analyzes the current situation of customer
relationship management and research summary of Cheng'an associated press; The fourth
part expounds the problems and causes of customer relationship management in Cheng'an
associated press; The fifth part is to improve the customer relationship management of
Cheng'an Association; The sixth part is the conclusion and Prospect:
The main conclusions are as follows:
(1) It is pointed out that Cheng'an association is facing challenges such as customer
diversion and resource loss. Cheng'an association needs to focus on customer relationship
management, improve customer loyalty through customer relationship management, and
finally bring development to the enterprise.
(2) In view of insufficient attention to retail business development and talent training
and imperfect system application tools, this paper puts forward strategies such as
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