分类号 密级
UDC 编号
专业硕士研究生
学位论文
论文题目：XY 财务公司客户关系管理
研究
英文题目：Researchon Customer
Relationship Management of XY finance
company
学院 泛亚商学院
专业学位类别 工商管理硕士
专业学位领域 营销与运营管理
研究生姓 名 郑瑞秋 学 号 1920350126
导 师 姓 名 杨永生 职 称 教授
2022 年 11 月 24 日 独创性声明
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2022 年 11 月 24 日
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2022 年 11 月 24 日 2022 年 11 月 24 日 摘要
摘要
对一家追求成功的公司而言,顾客永远是根本,唯有保持好与顾客的良好合
作伙伴关系方可使公司拥有持久稳健的赢利实力。现在企业的管理层也都逐渐
认识到客户关系的重要性，慢慢意识到客户关系的好坏将直接影响到企业业绩
的高低。所以,怎样科学管理好和顾客的关系,增加顾客的满意度和顾客的忠诚,
以及怎样避免顾客的流失需要处理的问题。怎样和企业客户建立好良好关系，
保持顾客，保持顾客赢利，是公司长远、稳健发展的首要任务。
XY 财务管理有限公司主要从事的是代理记账、会计审计相关服务，是典型
的财务管理服务类公司。作为服务类公司，XY 财务管理有限公司在买方的激烈
竞争中，应该建立自己的运营和管理方式，顾客的划分和顾客的关系也应该得
到充分的关注。但根据现实的经验，虽然XY 财务管理有限公司服务涉及的欧亿·体育（中国）有限公司
比较广泛，而客户的资源也比较丰富，但是因为处理不好客户关系，导致了优
质的顾客的损失，以及没有充分地去发掘潜力，因此，投诉的数量也越来越多。
同时，XY 财务管理有限公司也没有对不同的顾客进行区分，对顾客进行归类，
对企业和顾客之间的联系还没有得到很好的解决。没有去分析哪些欧亿·体育（中国）有限公司的客户
会比较具备长期价值，以及建立有效的客户评估方法给客户评级，然后配套专
业的会计服务人员，进而最大化客户和公司利益，达到双赢。
综上所述，XY财务管理有限公司需要改变营销方式，要积极主动和客户进
行互动，不能局限于帮客户按时记账报税，也要注重客户价值创造，不能局限
于注重服务质量，还需要对可以预知的风险提前给客户提示。公司需要对客户
加强细分管理，通过客户欧亿·体育（中国）有限公司特点和近几年财务报表的分析，建立完善的档案
系统，以准确了解顾客的需要，并对顾客进行分类。目前 XY 公司的 CRM 系统亟
待建立，通过客户细分后对不同层次的客户做差异化、个性化管理，然后对不
同生命周期的客户采取不同的策略，从而提高服务水平和质量，进而实现客户
价值的发现和客户满意度、客户忠诚度的提升，最终达到公司长期稳定发展的
目的。
关键字：财务公司；客户关系管理；客户细分；生命周期 Abstract
Abstract
For an enterprise, customers are fundamental, and only by maintaining a good
relationship with customers can the enterprise have the ability to make profits for a
long time. Now the management of enterprises are also aware of the importance of
customer relationship, aware that the quality of customer relationship will directly
affect the performance of enterprises. Therefore, how to manage the relationship with
customers to improve customer satisfaction and loyalty, and how to prevent customer
churn are the problems that entrepreneurs are thinking about today. How to maintain
good relationships with corporate customers, keep customers, and make customers
profitable is the top priority to achieve long-term stable development of enterprises.
XY Financial Management Co., Ltd. is mainly engaged in agency bookkeeping,
accounting and auditing related services, and is a typical financial management
service company. As a service company, XY Financial Management Co., Ltd. should
form its own management mode in the fiercely competitive buyer;s market, customer
segmentation and customer relationship management should also be paid attention to.
However, proceed from real, although XY Financial Management Co., Ltd. serves a
wide range of industries and has relatively extensive customer resources, due to
improper handling of customer relations, it faces the loss of high-quality customers
and inadequate mining of potential customers, and customer complaints also tend to
increase. Moreover, because XY Financial Management Co., Ltd. failed to clarify the
different characteristics of different customers, Customer classification is not in place,
the relationship between the company and customers has not been effectively handled,
and customers in which industries will have long-term value have not been analyzed,
and effective customer evaluation methods have been established to rate customers,
and then professional accounting service personnel have been matched to maximize
the interests of customers and the company and achieve a win-win situation.
To sum up, XY Financial Management Co., Ltd. needs to change its marketing
methods, actively interact with customers, not only help customers keep accounts and Abstract
file tax returns on time, but also pay attention to customer value creation, not only
pay attention to quality, but also give customers risk warnings in advance. Companies
need to strengthen customer segmentation management, and improve the construction
of file system through the analysis of customer industry characteristics and financial
statements in recent years, so as to accurately recognize customer needs and seek
advantages and avoid disadvantages. The current customer relationship management
system also needs to be improved to ensure that the consolidation of old customers
and the excavation of new customers can be based on the discovery of customer value
and the promotion of customer satisfaction.
Key words: Fnance Company；Customer Relationship Management; Customer
Segmentation；Life-cycle Approach.