發(fā)布時間：2018-04-15 15:33

  本文選題：客戶關(guān)系管理 + 民生證券��； 參考：《西南財經(jīng)大學(xué)》2013年碩士論文

【摘要】：我國證券公司出現(xiàn)于20世紀(jì)80年代末,發(fā)展時間短暫卻對我國經(jīng)濟發(fā)展和改革起到了重要的推動作用。隨著我國經(jīng)濟的發(fā)展和開放、外國金融機構(gòu)的進(jìn)入,我國證券公司經(jīng)營環(huán)境發(fā)生了深刻的變化,證券行業(yè)壟斷逐步被打破,國內(nèi)證券公司面臨著國內(nèi)外激烈的雙重競爭�？蛻羰亲C券公司利潤的源泉,如何爭奪客戶資源成為了擺在各大證券公司面前的難題�？蛻絷P(guān)系管理的實施則是解決證券企業(yè)困境的有效方案。 本文以民生證券有限責(zé)任公司為研究對象,運用理論研究、比較分析和理論聯(lián)系實際等方法對民生證券客戶關(guān)系管理現(xiàn)狀、問題以及解決方案進(jìn)行了系統(tǒng)分析和論述。本文在總結(jié)回顧了國內(nèi)外客戶關(guān)系管理的研究基礎(chǔ)上,結(jié)合民生證券的客戶關(guān)系管理實施現(xiàn)狀和我國證券行業(yè)面臨的市場環(huán)境,分析了民生證券公司客戶關(guān)系管理遇到的問題,提出了改進(jìn)的客戶關(guān)系管理體系和具體的實施方案。針對民生證券公司的情況,研究了其客戶關(guān)系管理改進(jìn)的必要性,對改進(jìn)的客戶關(guān)系管理體系設(shè)計從多方面進(jìn)行了可行性分析。然后對民生證券的客戶細(xì)分、客戶服務(wù)體系、企業(yè)文化構(gòu)建和業(yè)務(wù)流程改進(jìn)等進(jìn)行了詳細(xì)分析,構(gòu)建了民生證券的客戶關(guān)系管理體系。最后闡述了客戶關(guān)系管理系統(tǒng)的實施方案,包括總體的實施思路、各方面的保障措施、系統(tǒng)實施過程中的績效管理和效果評估等內(nèi)容。 本文重點分析了“以客戶為中心”的企業(yè)文化和理念是客戶關(guān)系管理實施成功的基礎(chǔ)；根據(jù)不同的分類指標(biāo)可以全面發(fā)現(xiàn)高價值客戶,完善的客戶培訓(xùn)體系可以提升客戶的價值；在客戶關(guān)系管理系統(tǒng)實施效果評估方面,從客戶和公司兩個角度,全方位多指標(biāo)評估系統(tǒng)實施的效果,以不斷發(fā)展和完善民生證券客戶關(guān)系管理系統(tǒng)。 我國證券公司客戶關(guān)系管理還處于初期階段,各大證券公司要想把客戶關(guān)系管理系統(tǒng)的優(yōu)勢發(fā)揮出來,提升顧客滿意度和忠誠度,增強企業(yè)的盈利能力,必須真正轉(zhuǎn)變理念,讓理念轉(zhuǎn)化為實實在在的服務(wù),以提升企業(yè)競爭力。
[Abstract]:China's securities companies appeared in the late 1980s, but the short development time has played an important role in promoting the economic development and reform of our country.With the development and opening of China's economy and the entry of foreign financial institutions, the operating environment of Chinese securities companies has undergone profound changes, the monopoly of the securities industry has been gradually broken, and domestic securities companies are facing fierce double competition at home and abroad.The customer is the source of the profit of the securities company, how to compete for the customer resources has become a difficult problem in front of the major securities companies.The implementation of customer relationship management is an effective solution to the plight of securities enterprises.In this paper, Minsheng Securities Co., Ltd. as the research object, the use of theoretical research, comparative analysis and theory combined with practice and other methods to Minsheng Securities customer relationship management status, problems and solutions were systematically analyzed and discussed.On the basis of summarizing and reviewing the research of customer relationship management at home and abroad, this paper analyzes the problems of customer relationship management in Minsheng Securities Company, combined with the current situation of implementation of customer relationship management of Minsheng Securities and the market environment faced by the securities industry in China.Put forward the improved customer relationship management system and specific implementation plan.According to the situation of Minsheng Securities Company, the necessity of improving customer relationship management is studied, and the feasibility of the design of improved customer relationship management system is analyzed from many aspects.Then, the customer segmentation, customer service system, corporate culture construction and business process improvement of Minsheng Securities are analyzed in detail, and the customer relationship management system of Minsheng Securities is constructed.Finally, the implementation scheme of customer relationship management system is described, including the overall implementation ideas, various protection measures, performance management and effect evaluation in the implementation process of the system.This paper focuses on the analysis of "customer-centered" corporate culture and concept is the basis of successful implementation of customer relationship management, according to different classification indicators can be fully found high-value customers,The perfect customer training system can enhance the customer's value, in the customer relationship management system implementation effect evaluation aspect, from the customer and the company two angles, the omnidirectional multi-index appraisal system implementation effect,To continuously develop and improve the Minsheng Securities customer relationship Management system.The customer relationship management of securities companies in our country is still in the initial stage. In order to bring the advantages of customer relationship management system into full play, to enhance customer satisfaction and loyalty, and to enhance the profitability of enterprises, the major securities companies must really change their ideas.Let the idea transform into the real service, in order to enhance the competitiveness of the enterprise.
【學(xué)位授予單位】：西南財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F832.39

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