民生证券客户关系管理研究

发布时间：2018-04-15 15:33

本文选题：客户关系管理 + 民生证券　；参考：《西南财经大学》2013年硕士论文

【摘要】：我国证券公司出现于20世纪80年代末,发展时间短暂却对我国经济发展和改革起到了重要的推动作用。随着我国经济的发展和开放、外国金融机构的进入,我国证券公司经营环境发生了深刻的变化,证券行业垄断逐步被打破,国内证券公司面临着国内外激烈的双重竞争。客户是证券公司利润的源泉,如何争夺客户资源成为了摆在各大证券公司面前的难题。客户关系管理的实施则是解决证券企业困境的有效方案。本文以民生证券有限责任公司为研究对象,运用理论研究、比较分析和理论联系实际等方法对民生证券客户关系管理现状、问题以及解决方案进行了系统分析和论述。本文在总结回顾了国内外客户关系管理的研究基础上,结合民生证券的客户关系管理实施现状和我国证券行业面临的市场环境,分析了民生证券公司客户关系管理遇到的问题,提出了改进的客户关系管理体系和具体的实施方案。针对民生证券公司的情况,研究了其客户关系管理改进的必要性,对改进的客户关系管理体系设计从多方面进行了可行性分析。然后对民生证券的客户细分、客户服务体系、企业文化构建和业务流程改进等进行了详细分析,构建了民生证券的客户关系管理体系。最后阐述了客户关系管理系统的实施方案,包括总体的实施思路、各方面的保障措施、系统实施过程中的绩效管理和效果评估等内容。本文重点分析了“以客户为中心”的企业文化和理念是客户关系管理实施成功的基础；根据不同的分类指标可以全面发现高价值客户,完善的客户培训体系可以提升客户的价值；在客户关系管理系统实施效果评估方面,从客户和公司两个角度,全方位多指标评估系统实施的效果,以不断发展和完善民生证券客户关系管理系统。我国证券公司客户关系管理还处于初期阶段,各大证券公司要想把客户关系管理系统的优势发挥出来,提升顾客满意度和忠诚度,增强企业的盈利能力,必须真正转变理念,让理念转化为实实在在的服务,以提升企业竞争力。
[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.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.39

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