XX证券公司营业部高端客户营销策略优化研究

发布时间：2018-02-21 07:47

本文关键词： 证券公司营业部高端客户营销　出处：《广西师范大学》2017年硕士论文　论文类型：学位论文

【摘要】：随着经济的不断发展,国际、国内市场的不断变化,各项政策的不断调整,我国证券市场日益活跃、繁荣,证券公司成为这一资本市场的中坚力量。但与此同时,证券公司也面临着巨大的挑战。对于证券公司而言,高端客户的营销无疑是其重点盈利对象,而在竞争日益激烈的市场环境下,高端客户吸引难、维护难、挽留难,特别是对于证券公司的营业部而言,加强高端客户开发,做好高端客户服务,使客户资产保值增值,才能使得证券公司利益的最大化。因此,高端客户的服务质量提升、关系管理成为证券公司的一项重要课题。本文就以证券公司营业部高端客户服务为研究课题,以客户关系管理理论、4P营销理论为重点理论基础,针对性分析我国证券公司营业部高端客户营销过程中存在的问题。本文主要以XX证券广州市KW营业部为例,发现当前的主要问题在于客户投诉率提升、高端客户投诉占比大以及客户满意度低,流失率高。本文针对性的分析原因,运用4P提出对应的解决方案,从“公司与营业部双重保障,提升整体市场竞争力、加强高端客户资源开发、分类、定位与管理、提升高端客户服务质量,提升高端客户整体满意度、优化公司内部管理,提升整体竞争实力”四个方面出发,提出证券公司高端客户营销质量提升的策略,希望以此对解决证券公司营业部高端客户营销问题有所帮助,从而促使我国证券公司营业部更优质的发展。
[Abstract]:With the continuous development of economy, the constant changes of international and domestic markets, and the constant adjustment of various policies, the securities market of our country is becoming more and more active and prosperous. The securities companies have become the backbone of this capital market. But at the same time, Securities companies also face enormous challenges. For securities companies, the marketing of high-end customers is undoubtedly their key profitable target, and in the increasingly competitive market environment, high-end customers are hard to attract, maintain and retain. Especially for the business department of securities companies, strengthening the development of high-end customers, doing a good job of high-end customer service, keeping and increasing the value of customer assets, can maximize the interests of securities companies. Therefore, the service quality of high-end customers is improved. Relationship management has become an important issue for securities companies. This paper focuses on high-end customer service in the business department of securities companies, and focuses on the marketing theory of customer relationship management. This paper mainly takes the KW business department of XX Securities Guangzhou as an example and finds that the main problem is the improvement of customer complaint rate. High-end customer complaints account for a large proportion, customer satisfaction is low, loss rate is high. This paper analyzes the reasons, using 4P to put forward the corresponding solution, from "the company and the business department double security, to enhance the overall market competitiveness," Strengthening the development, classification, positioning and management of high-end customer resources, enhancing the quality of high-end customer service, enhancing the overall satisfaction of high-end customers, optimizing the internal management of the company, and enhancing the overall competitive strength of the company. This paper puts forward the strategy of improving the marketing quality of the high-end customers of the securities companies, hoping that it will be helpful to solve the problems of the high-end customers in the business department of the securities companies, thus promoting the development of the higher quality of the business departments of the securities companies in our country.
【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F832.39

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