CMS证券公司客户关系管理研究

发布时间：2018-06-01 11:03

本文选题：客户关系管理 + 证券公司　；参考：《湖南工业大学》2012年硕士论文

【摘要】：面对复杂多变的国际形势和国内经济运行出现的新情况新问题，中国经济增长总体平稳，稳中有进，更是于2012年超越了日本成为全球第二大经济体。中国经济处于结构转型期，中国政府坚定不移地推动结构调整、发展方式转型和技术创新，经济增长仍有较强动能，资本市场的改革也非常值得期待。中国资本市场将步入一个难得的快速发展时期，作为资本市场中坚力量的证券公司面临着巨大的市场机遇，如何在这场机遇中脱颖而出，创新求变，进一步稳固和发展长久的客户关系，扩大市场份额，成为证券公司竞争的焦点。所以，成功实施客户关系管理系统是实现这场竞争胜出的有效手段。客户关系管理是一项涉及公司战略目标、流程优化、技术创新、客户价值实现等全方位的系统工程。整体来说，把CMS证券公司的客户关系管理的现实情况作为研究对象，其管理现状在行业内已属前列，，经过分析研究其现状发现存在一些问题如：客户价值未能充分挖掘、缺乏有效的公司内部协同、产品线不够丰富、人员素质不能完全满足需求等需解决的问题，运用文献研究法、理论演绎法、定性与定量相结合分析法等进行研究，随后提出了改善对策如：挖掘客户终生价值并优化客户分析系统、促进内部协同、完善产品线、加强人员素质培养和考核淘汰、推进技术实现智能化分析系统。其中关于客户终生价值挖掘与跨部门协同在CMS证券公司实际应用方面具有一定新意。期望能为CMS证券公司甚至整个证券行业的客户关系管理后续发展提供参考。
[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.
【学位授予单位】：湖南工业大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.51

【参考文献】