北京证券业营销模式分析——基于客户关系管理的视角

发布时间：2018-02-09 00:57

本文关键词： 证券业营销模式客户关系管理　出处：《中国流通经济》2011年02期 　论文类型：期刊论文

【摘要】：北京是我国主要的证券市场之一。近年来,随着我国经济持续、高速增长,北京证券业取得了长足的发展,北京地区证券业客户数量稳步提高,客户群体不断壮大,形成了以客户经理模式、经纪人模式、投资顾问团队模式、服务产品化模式为主的营销模式。北京证券业各营销模式相互交叉,共生共存,专业性、服务性逐步提高,能初步根据客户需要,提供一定的个性化服务。但其营销模式创新能力仍显不足,证券营业机构原有营销模式难以适应证券市场发展的要求,证券业营销模式创新已经成为北京地区证券营业机构需要重点考虑的问题。为推动北京证券业营销模式创新,应重视客户关系管理理论在证券营销领域的应用,以客户为中心,充分发挥客户关系管理与维护在证券业客户营销领域的应用,通过客户分类方法创新、市场地位与营销模式匹配、客户维护载体创新,积极进行证券业营销模式创新。
[Abstract]:Beijing is one of the major securities markets in China. In recent years, with the sustained and rapid growth of China's economy, Beijing's securities industry has made great progress. It has formed a marketing model, which mainly consists of customer manager model, broker mode, investment consultant team model, service production mode. The marketing models of Beijing securities industry are intersecting, symbiotic, professional and service. It can provide certain individualized service according to the customer's needs, but its marketing mode innovation ability is still insufficient, the original marketing mode of the securities business organization is difficult to adapt to the requirement of the development of the securities market, In order to promote the innovation of securities marketing model in Beijing, we should attach importance to the application of customer relationship management theory in the field of securities marketing and take customer as the center. This paper gives full play to the application of customer relationship management and maintenance in the field of customer marketing in the securities industry. Through the innovation of customer classification method, the matching of market position and marketing mode, the innovation of customer maintenance carrier, the innovation of marketing mode of securities industry is carried out actively.
【作者单位】：北京财贸职业学院金融系;
【基金】：北京市教委2009年度人文社科面上项目“北京地区证券营销模式创新研究”(项目编号:SM200900001002)的研究成果之一
【分类号】：F274;F832.5

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