Study On Promoting Program Of The Customer Repayment Willingness In The Mortgage Mode Of Sany Heavy Industry Company

Paper analyzes howto increase customers’ repayment intention effectively toenhancesales performance and liquidity risk control, eliminate corporatedebtorspressure, reduce equipment repo, towing, and potentiallegal disputes with customers.Based on related researches regarding customers’satisfaction and customers’repayment intention as well as customerpsychology theory, this study analyzes theproblems existing in thecustomers repayment management of Sany and thecorrespondingreasons, as well as proposes a plan to increase customers’repaymentintention and suggestions for how to implement the planby doing literature search,field investigation and depthinterviews.The following conclusions are drawn: the problems existingin the process ofimproving customers’ repayment intention mainlyinclude a lack of customerqualification examination, insufficientmortgage management, a lack of scientific foraccount managers tovisit clients and lower information management level. Themainreasons are a lack of evaluation mechanism, information management,adecoupling between the visits of account managers to clients andrisk assessment aswell as the poor construction of repaymentmanagement information platform. Thisstudy suggests thatenterprises should strengthen the evaluation mechanismbetweenmarketing management department and the sound management of theministryof finance as well as the repayment of mortgage customersand strengthen customersinformation management; customer accountmanagers should visit mortgage customerscombining risk assessment;the construction of customer mortgage repaymentsinformationmanagement platform should be promoted. According to theactualsituation of the company, it should make goals of enhancingcustomers’repayment intention and increasing the flow of mortgageloans. It should start from thedeploy and start-up to thedevelopment of business and information, and then to thepilotimplementation of marketing and business information platform.Finally, theproject of improving the intention of customers’mortgage repayment can be realized.