ZT证券公司客户关系管理方案设计与实施

发布时间：2018-01-20 05:27

本文关键词： 客户关系管理证券公司经纪业务　出处：《西南交通大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着我国资本市场的越来越开放,证券公司面临的竞争压力越来越大。证券经纪业务,作为我国证券公司主要利润来源,是券商经营重点。扩大证券经纪业务市场的关键在于不断开拓新客户和维持老客户,因此,加强证券经纪业务的客户关系管理是券商维持利润的关键策略。ZT证券公司作为一家资金雄厚,研发能力突出的证券公司,近年来,在经纪业务上处于下坡路,其对加强经纪业务的客户关系管理的要求非常迫切。为了扭转经纪业务的颓势,ZT证券公司推动了客户关系管理体系的建设,在硬件投入、组织架构调整和制度建设上进行了一系列改革,目的就是利用先进的客户关系管理体系,带动公司经纪业务的发展。本文以ZT证券公司客户关系管理改革为研究对象,首先分析了改革的相关理论基础,包括服务理论和客户关系管理理论等。其次,研究了ZT证券公司客户关系管理的现状,重点分析了在老的客户关系管理体系中,公司存在的问题。再次,研究分析了ZT证券公司新的客户关系管理改革的方案设计,包括公司证券经纪业务的理念重造、客户关系管理的各种配套系统的设计、组织架构流程和制度设计和客户关系管理软件的功能设计等。最后,研究以ZT证券公司FSD营业部客户关系管理体系的实施为例,验证了客户关系管理体系在该地区营业部中取得的成绩。
[Abstract]:With the opening of China's capital market, securities companies are facing more and more competitive pressure. Securities brokerage business, as the main source of profits of securities companies in China. The key to expand the securities brokerage business market is to continuously open up new customers and maintain old customers. Strengthening the customer relationship management of securities brokerage business is the key strategy for securities companies to maintain profits. ZT Securities Company is a securities company with strong funds and outstanding R & D capability in recent years. In order to reverse the decline of brokerage business, ZT Securities Company promotes the construction of customer relationship management system. A series of reforms have been carried out in the aspects of hardware input, organizational structure adjustment and system construction. The purpose is to use the advanced customer relationship management system to promote the development of brokerage business in the company. This paper takes the reform of customer relationship management of ZT Securities Company as the research object. Firstly, it analyzes the relevant theoretical basis of the reform, including the service theory and customer relationship management theory. This paper studies the current situation of customer relationship management in ZT Securities Company, and analyzes the existing problems in the old customer relationship management system. This paper studies and analyzes the scheme design of the new customer relationship management reform of ZT Securities Company, including the reconstruction of the concept of securities brokerage business and the design of various supporting systems of customer relationship management. Organizational structure process and system design and function design of customer relationship management software. Finally, the implementation of customer relationship management system in FSD business department of ZT securities company is studied as an example. The results of customer relationship management system in the regional business department are verified.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.39

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