發(fā)布時(shí)間：2018-06-01 11:03

  本文選題：客戶關(guān)系管理 + 證券公司�。� 參考：《湖南工業(yè)大學(xué)》2012年碩士論文

【摘要】：面對(duì)復(fù)雜多變的國際形勢(shì)和國內(nèi)經(jīng)濟(jì)運(yùn)行出現(xiàn)的新情況新問題，中國經(jīng)濟(jì)增長總體平穩(wěn)，穩(wěn)中有進(jìn)，更是于2012年超越了日本成為全球第二大經(jīng)濟(jì)體。中國經(jīng)濟(jì)處于結(jié)構(gòu)轉(zhuǎn)型期，中國政府堅(jiān)定不移地推動(dòng)結(jié)構(gòu)調(diào)整、發(fā)展方式轉(zhuǎn)型和技術(shù)創(chuàng)新，經(jīng)濟(jì)增長仍有較強(qiáng)動(dòng)能，資本市場(chǎng)的改革也非常值得期待。中國資本市場(chǎng)將步入一個(gè)難得的快速發(fā)展時(shí)期，作為資本市場(chǎng)中堅(jiān)力量的證券公司面臨著巨大的市場(chǎng)機(jī)遇，如何在這場(chǎng)機(jī)遇中脫穎而出，創(chuàng)新求變，進(jìn)一步穩(wěn)固和發(fā)展長久的客戶關(guān)系，擴(kuò)大市場(chǎng)份額，成為證券公司競(jìng)爭(zhēng)的焦點(diǎn)。所以，成功實(shí)施客戶關(guān)系管理系統(tǒng)是實(shí)現(xiàn)這場(chǎng)競(jìng)爭(zhēng)勝出的有效手段。 客戶關(guān)系管理是一項(xiàng)涉及公司戰(zhàn)略目標(biāo)、流程優(yōu)化、技術(shù)創(chuàng)新、客戶價(jià)值實(shí)現(xiàn)等全方位的系統(tǒng)工程。整體來說，把CMS證券公司的客戶關(guān)系管理的現(xiàn)實(shí)情況作為研究對(duì)象，其管理現(xiàn)狀在行業(yè)內(nèi)已屬前列，，經(jīng)過分析研究其現(xiàn)狀發(fā)現(xiàn)存在一些問題如：客戶價(jià)值未能充分挖掘、缺乏有效的公司內(nèi)部協(xié)同、產(chǎn)品線不夠豐富、人員素質(zhì)不能完全滿足需求等需解決的問題，運(yùn)用文獻(xiàn)研究法、理論演繹法、定性與定量相結(jié)合分析法等進(jìn)行研究，隨后提出了改善對(duì)策如：挖掘客戶終生價(jià)值并優(yōu)化客戶分析系統(tǒng)、促進(jìn)內(nèi)部協(xié)同、完善產(chǎn)品線、加強(qiáng)人員素質(zhì)培養(yǎng)和考核淘汰、推進(jìn)技術(shù)實(shí)現(xiàn)智能化分析系統(tǒng)。其中關(guān)于客戶終生價(jià)值挖掘與跨部門協(xié)同在CMS證券公司實(shí)際應(yīng)用方面具有一定新意。期望能為CMS證券公司甚至整個(gè)證券行業(yè)的客戶關(guān)系管理后續(xù)發(fā)展提供參考。
[Abstract]:In the face of the complex and changeable international situation and the new situation and new problems in domestic economic operation, China's economic growth is generally stable, steady progress, but also in 2012 overtook Japan to become the world's second largest economy. China's economy is in the structural transition period, the Chinese government unswervingly promotes the structural adjustment, the development mode transformation and the technological innovation, the economic growth still has the strong momentum, the capital market reform also is worth looking forward to very much. China's capital market will enter a rare period of rapid development. As the backbone of the capital market, securities companies are faced with enormous market opportunities. How to stand out from this opportunity and innovate and seek change, Further strengthen and develop long-term customer relationship, expand market share, become the focus of the securities company competition. Therefore, the successful implementation of customer relationship management system is an effective means to win the competition. Customer relationship management (CRM) is a systematic project involving company strategic objectives, process optimization, technological innovation, customer value realization and so on. As a whole, taking the reality of customer relationship management of CMS Securities Company as the object of study, its management status has been in the forefront of the industry. After analyzing its current situation, it is found that there are some problems such as: customer value can not be fully excavated. Lack of effective cooperation within the company, product line is not rich enough, personnel quality can not fully meet the needs and other problems to be solved, using literature research method, theoretical deduction, qualitative and quantitative analysis method and so on. Then the improvement countermeasures such as mining customer lifetime value and optimizing customer analysis system, promoting internal cooperation, perfecting product line, strengthening personnel quality training and examination and elimination, promoting technology to realize intelligent analysis system are put forward. Among them, there are some new ideas about customer lifetime value mining and interdepartmental collaboration in the practical application of CMS Securities Company. It is expected to provide a reference for the future development of customer relationship management of CMS Securities Company and even the whole securities industry.
【學(xué)位授予單位】：湖南工業(yè)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F832.51

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