GF公司以客戶為導向綜合價值模型建設研究
發(fā)布時間：2018-08-04 19:32
【摘要】：伴隨著我國經濟轉型、居民財富不斷地增長、金融市場化和加快多層次資本市場建設改革,券商正在發(fā)展過程中面臨著產品多元化發(fā)展機遇與挑戰(zhàn)。如何在產品多樣化的今天,把握客戶的購買偏好及提供以客戶為導向的金融服務成為券商反思的重點。GF證券公司在新的經濟條件下,提出了以客戶為導向的公司理念,在轉變過程中,細分客戶建立綜合價值模型成為了以客戶為導向的行動基礎。GF證券公司在2014年9月份完成了以客戶為導向綜合價值模型建設第一階段構建,并整合到實際應用中去,為經紀業(yè)務,財富管理業(yè)務等各個總部部門及下屬分支機構提供了有利的營銷保障,成為2014年在GF證券公司以客戶為導向創(chuàng)新數(shù)據(jù)平臺建設的成功案例。本文在論述以客戶為導向思路的基礎上,通過客戶生命周期階段識別,客戶在不同生命階段的購買偏好及價值模型分析,闡述了如何實現(xiàn)綜合價值模型的建設。分析了以客戶為導向的重要性,綜合價值模型的意義及相關依據(jù)。在大數(shù)據(jù)時代的背景下,券商及各個行業(yè)都進行著不同方向的以客戶為導向的數(shù)據(jù)平臺建設工作,本文的研究成果及分析過程具有可以借鑒的整體意義,希望可以給中國企業(yè)提供借鑒的材料和成功的經驗。
[Abstract]:With the economic transformation of our country, the increasing of the residents' wealth, the marketization of finance and the reform of multi-level capital market, the securities companies are facing the opportunities and challenges of diversified development of products in the process of development. Under the new economic conditions, how to grasp customers' purchase preferences and provide customer-oriented financial services has become the focus of securities firms' reflection. Under the new economic conditions, the paper puts forward the concept of customer-oriented companies. In the process of transformation, the establishment of comprehensive value model by subdivision customers became the basis of customer-oriented action. GF Securities Company completed the first phase of the construction of customer-oriented comprehensive value model in September 2014. And integrated into practical applications, for brokerage business, wealth management business and other headquarters departments and sub-branches to provide favorable marketing protection, Become a successful case of customer-oriented innovation data platform construction in GF Securities Company in 2014. On the basis of customer-oriented thinking, this paper discusses how to realize the construction of comprehensive value model through customer life cycle identification, customer purchase preference and value model analysis in different life stages. This paper analyzes the importance of customer-oriented, the significance of comprehensive value model and relevant basis. Under the background of big data era, the securities companies and various industries are carrying out the construction work of customer-oriented data platform in different directions. The research results and the analysis process of this paper have the whole meaning that can be used for reference. Hope to provide Chinese enterprises with reference materials and successful experience.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F832.39
[Abstract]:With the economic transformation of our country, the increasing of the residents' wealth, the marketization of finance and the reform of multi-level capital market, the securities companies are facing the opportunities and challenges of diversified development of products in the process of development. Under the new economic conditions, how to grasp customers' purchase preferences and provide customer-oriented financial services has become the focus of securities firms' reflection. Under the new economic conditions, the paper puts forward the concept of customer-oriented companies. In the process of transformation, the establishment of comprehensive value model by subdivision customers became the basis of customer-oriented action. GF Securities Company completed the first phase of the construction of customer-oriented comprehensive value model in September 2014. And integrated into practical applications, for brokerage business, wealth management business and other headquarters departments and sub-branches to provide favorable marketing protection, Become a successful case of customer-oriented innovation data platform construction in GF Securities Company in 2014. On the basis of customer-oriented thinking, this paper discusses how to realize the construction of comprehensive value model through customer life cycle identification, customer purchase preference and value model analysis in different life stages. This paper analyzes the importance of customer-oriented, the significance of comprehensive value model and relevant basis. Under the background of big data era, the securities companies and various industries are carrying out the construction work of customer-oriented data platform in different directions. The research results and the analysis process of this paper have the whole meaning that can be used for reference. Hope to provide Chinese enterprises with reference materials and successful experience.
【學位授予單位】：華南理工大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F832.39
【參考文獻】
相關期刊論文 前2條
1 王偉玲;;大數(shù)據(jù)產業(yè)的戰(zhàn)略價值研究與思考[J];技術經濟與管理研究;2015年01期
2 蘭t熉，
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