發(fā)布時(shí)間：2018-01-14 02:19

  本文關(guān)鍵詞：華泰證券公司CRM系統(tǒng)設(shè)計(jì)與實(shí)現(xiàn)　出處：《大連理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 客戶關(guān)系管理 華泰證券公司 Siebel軟件 Business Objects

【摘要】：如何利用CRM系統(tǒng)來(lái)使得企業(yè)在激烈的競(jìng)爭(zhēng)中立于不敗之地是當(dāng)前的一個(gè)熱門話題。華泰證券作為一家國(guó)內(nèi)較早成立的證券公司,隨著其規(guī)模的不斷變大,客戶人數(shù)的不斷增加,出現(xiàn)了一系列的客戶管理問(wèn)題。諸如：服務(wù)局限在通道、產(chǎn)品單一、提供的服務(wù)質(zhì)量無(wú)法滿足客戶需求等。針對(duì)這些問(wèn)題,華泰證券公司期望通過(guò)CRM的部署來(lái)提高企業(yè)的競(jìng)爭(zhēng)力。CRM系統(tǒng)的成功部署需要企業(yè)多方面的配合,本文從軟件的角度給出了CRM系統(tǒng)在華泰證券公司的實(shí)施過(guò)程。 本文首先對(duì)CRM的基本概念,其發(fā)展歷史進(jìn)行了描述,綜述了CRM系統(tǒng)在保險(xiǎn)、電信、電子商務(wù)、房地產(chǎn)、銀行和醫(yī)療機(jī)構(gòu)的應(yīng)用。通過(guò)綜述總結(jié)了CRM在具體實(shí)施過(guò)程中的難點(diǎn),即CRM系統(tǒng)的實(shí)施難點(diǎn)在于與具體行業(yè)的結(jié)合。然后,對(duì)華泰證券公司當(dāng)前的業(yè)務(wù)進(jìn)行了細(xì)分,給出了CRM系統(tǒng)實(shí)施的具體流程。從業(yè)務(wù)角度將華泰證券公司的業(yè)務(wù)分為：業(yè)務(wù)和資源管理、新業(yè)務(wù)開(kāi)發(fā)、客戶管理、銷售和服務(wù)、賬戶服務(wù)、業(yè)務(wù)組合管理、財(cái)務(wù)管理等；從管理學(xué)的角度,將公司的業(yè)務(wù)劃分為決策、管理控制和執(zhí)行。在業(yè)務(wù)細(xì)分的基礎(chǔ)上,給出了典型模塊的具體業(yè)務(wù)流程,為CRM系統(tǒng)的部署奠定了基礎(chǔ)。最后,對(duì)CRM系統(tǒng)的具體實(shí)現(xiàn)進(jìn)行了描述。在具體實(shí)現(xiàn)上,著重描述了各個(gè)模塊實(shí)現(xiàn)過(guò)程中應(yīng)該包含的記錄信息。給出了客戶管理模塊、產(chǎn)品管理模塊、營(yíng)銷模塊等的具體實(shí)現(xiàn)過(guò)程。同時(shí),為減少系統(tǒng)實(shí)現(xiàn)的成本開(kāi)銷,在行業(yè)內(nèi)首次將BO與Siebel軟件包進(jìn)行了集成。 通過(guò)在華泰證券公司引入CRM系統(tǒng),有效地解決了華泰證券公司在業(yè)務(wù)擴(kuò)展過(guò)程中出現(xiàn)的客戶管理難題。經(jīng)過(guò)一段時(shí)間的測(cè)試和試運(yùn)行,該CRM系統(tǒng)已經(jīng)投入到華泰證券公司的實(shí)際業(yè)務(wù)處理中,極大地提高了華泰證券公司的工作效率。
[Abstract]:How to use CRM system to make enterprises in an invincible position in the fierce competition is a hot topic at present. Huatai Securities, as a domestic securities company established earlier, has become larger with its scale. With the increasing number of customers, there are a series of customer management problems, such as: the service is limited in the channel, the product is single, and the service quality can not meet the customer needs. Huatai Securities Company expects to improve the competitiveness of enterprises through the deployment of CRM. This paper presents the implementation process of CRM system in Huatai Securities Company from the point of view of software. This paper first describes the basic concept of CRM, its development history, and summarizes the CRM system in insurance, telecommunications, e-commerce, real estate. The application of banks and medical institutions. This paper summarizes the difficulties in the implementation of CRM in the process of implementation, that is, the implementation of the CRM system lies in the integration with the specific industry. Then. The current business of Huatai Securities Company is subdivided, and the specific process of implementing CRM system is given. From the business point of view, the business of Huatai Securities Company is divided into business and resource management, new business development. Customer management, sales and service, account services, portfolio management, financial management, etc. From the perspective of management, the business of the company is divided into decision-making, management control and execution. On the basis of business subdivision, the specific business process of typical modules is given. It lays a foundation for the deployment of CRM system. Finally, the implementation of CRM system is described. This paper mainly describes the record information that should be included in the implementation process of each module, and gives the concrete implementation process of customer management module, product management module, marketing module, etc. At the same time, in order to reduce the cost of system implementation. BO and Siebel software package were integrated for the first time in the industry. Through the introduction of CRM system in Huatai Securities Company, the difficulties of customer management in the process of business expansion of Huatai Securities Company have been effectively solved. After a period of testing and trial operation. The CRM system has been put into the practical business processing of Huatai Securities Company, which greatly improves the efficiency of Huatai Securities Company.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：TP311.52

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