【摘要】：隨著證券行業(yè)浮動傭金制的實施,證券業(yè)已結(jié)束暴利時代。監(jiān)管層對證券公司業(yè)務(wù)創(chuàng)新的推動,對業(yè)內(nèi)兼并收購等業(yè)務(wù)的支持,使得前幾年完成了綜合規(guī)范治理的證券行業(yè)在擁有越來越多發(fā)展機遇的同時,也面臨著來自行業(yè)內(nèi)外的激烈競爭。企業(yè)競爭歸根結(jié)底是客戶的爭奪戰(zhàn)。企業(yè)若想有良好的發(fā)展,就必須開發(fā)新客戶,維系好老客戶。優(yōu)秀的客戶關(guān)系管理,能夠降低企業(yè)維系和開發(fā)客戶的成本,減少企業(yè)與客戶的交易成本。作為證券公司營銷客戶和服務(wù)客戶所依托的基礎(chǔ),客戶關(guān)系管理的優(yōu)劣,直接影響著公司營銷客戶和服務(wù)客戶的效率。為了更好地適應(yīng)市場環(huán)境和公司業(yè)務(wù)的發(fā)展,G證券公司的客戶關(guān)系管理系統(tǒng),仍有需要改進(jìn)的方面。G證券公司客戶關(guān)系管理系統(tǒng)的功能及其外延,均離不開良好的客戶信息數(shù)據(jù)管理�？蛻粜畔�(shù)據(jù)管理,主要包括客戶基礎(chǔ)信息數(shù)據(jù)的采集完善、以及在此基礎(chǔ)上的客戶數(shù)據(jù)分析兩部分內(nèi)容�？蛻粜畔�(shù)據(jù)管理,是客戶關(guān)系管理系統(tǒng)成敗的基礎(chǔ)和關(guān)鍵。本文主要從客戶關(guān)系管理系統(tǒng)的客戶信息數(shù)據(jù)管理的改進(jìn)著眼,以G證券公司客戶分類體系的改進(jìn)、客戶聯(lián)系信息采集維護(hù)工作的改進(jìn)為切入點,研究G證券公司客戶管理系統(tǒng)的改進(jìn)問題。 本文在介紹了客戶關(guān)系管理、數(shù)據(jù)挖掘以及神經(jīng)網(wǎng)絡(luò)的基本理論后,從客戶信息數(shù)據(jù)的視角,分析了G證券公司客戶管理系統(tǒng)存在的問題；提出基于客戶價值的分級方法；以G證券公司X營業(yè)部的客戶實例數(shù)據(jù)為基礎(chǔ),采用神經(jīng)網(wǎng)絡(luò)的方法對特征提取后的數(shù)據(jù)進(jìn)行建模,獲得了客戶分類的神經(jīng)網(wǎng)絡(luò)模型,進(jìn)而利用該模型對客戶分類進(jìn)行預(yù)測,為公司業(yè)務(wù)提供支持；優(yōu)化了客戶聯(lián)系信息采集維護(hù)工作；最后,提出G證券公司客戶管理系統(tǒng)的改進(jìn)方案具體措施。望本文的研究成果能為G證券公司客戶關(guān)系管理系統(tǒng)的完善提供務(wù)實的支持。同時通過體系復(fù)制,為同行業(yè)其他證券公司提供借鑒。
[Abstract]:With the implementation of the floating commission system in the securities industry, the securities industry has ended the era of profiteering. The promotion of business innovation by securities companies and the support for businesses such as mergers and acquisitions made the securities industry, which had completed comprehensive and standardized governance in previous years, have more and more opportunities for development at the same time. It also faces fierce competition from within and outside the industry. The enterprise competition is the customer's battle in the final analysis. If the enterprise wants to have the good development, must develop the new customer, maintains the old customer. Excellent customer relationship management can reduce the cost of maintaining and developing customers, and reduce the transaction costs between enterprises and customers. As the basis of marketing customers and serving customers, the advantages and disadvantages of customer relationship management (CRM) directly affect the efficiency of marketing customers and serving customers. In order to better adapt to the market environment and the development of the company's business, the customer relationship management system of G Securities Company still needs to be improved. Are inseparable from good customer information data management. Customer information data management mainly includes two parts: the collection and perfection of customer basic information data and the analysis of customer data on this basis. Customer information data management is the foundation and key of customer relationship management system. This paper mainly focuses on the improvement of customer information data management in customer relationship management system, taking the improvement of customer classification system of G securities company and the improvement of customer contact information collection and maintenance as the starting point. To study the improvement of customer management system in G Securities Company. After introducing the basic theories of customer relationship management, data mining and neural network, this paper analyzes the problems existing in the customer management system of G Securities Company from the perspective of customer information data, and puts forward a classification method based on customer value. Based on the customer example data of X business department of G Securities Company, this paper models the feature extracted data by using the neural network method, obtains the neural network model of customer classification, and then uses this model to predict the customer classification. Support the business of the company; The collection and maintenance of customer contact information are optimized. Finally, the concrete measures of improving customer management system of G Securities Company are put forward. Hope the research results of this paper can provide practical support for the improvement of customer relationship management system of G Securities Company. At the same time through the system replication, for the same industry other securities companies to provide reference.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F270.7;F832.39

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本文編號：2320705