齐鲁证券东营营业部客户服务管理分析与完善

发布时间：2018-03-21 23:15

本文选题：客户服务管理　切入点：客户分类　出处：《山东大学》2013年硕士论文　论文类型：学位论文

【摘要】：近年来,随着证券行业竞争的白热化,整体佣金率大幅下滑,而券商间的竞争也从以往简单的佣金战逐步转变为服务战。日益激烈的市场竞争给今天的营业部带来了一个新任务,即如何做好客户服务管理,如何在市场竞争中获得和保留更多的客户份额。拥有良好的客户关系是金融服务业生存和发展的根本,如何实施好客户服务管理成为证券营业部的重中之重。不仅如此,随着证券市场的不断发展完善,各类相关新产品及业务层出不穷,股票佣金收入不再是证券营业部的唯一要点,如何利用公司及营业部自身优势,多方而多层次的最大化收益成为营业部需要考虑的问题,而在客户服务管理中,也应打破以往单纯以佣金贡献为标准的客户分类及服务管理模式。本文从营业部利益构成出发,识别营业部重点客户。根据对券商营业部客户现状的研究分析,将客户划分为佣金贡献型、产品销售型及资产维持型三种类型,并提议根据客户所属类型而采取不同的服务管理模式,将合适的服务提供给合适的客户,在维系客户忠诚度与满意度的同时,最大化营业部利润,提高营业部的核心竞争力。
[Abstract]:In recent years, with the fierce competition in the securities industry, the overall commission rate has dropped substantially. And the competition among securities firms has gradually changed from a simple commission war to a service war. The increasingly fierce market competition has brought a new task to today's business department, that is, how to do a good job in customer service management. How to obtain and retain more customer share in the market competition and how to have a good customer relationship are the basis of the survival and development of financial service industry. How to implement the customer service management has become the most important part of the securities business department. Not only that, with the continuous development and perfection of the securities market, all kinds of related new products and businesses emerge in endlessly. The stock commission income is no longer the only key point of the securities sales department. How to make use of the advantages of the company and the business department itself, Multi-level and multi-level maximization of income has become a problem to be considered by the business department. In customer service management, the customer classification and service management mode which is based solely on commission contribution should be broken. Based on the research and analysis of the present situation of the customers in the business department of securities firms, the customers are divided into three types: commission contribution type, product sales type and asset maintenance type. It is also proposed to adopt different service management models according to the type of customer, to provide the right service to the right customer, to maximize the profit of the business department and to improve the core competitiveness of the business department while maintaining the loyalty and satisfaction of the customer.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.39

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