G证券公司客户关系管理系统改进研究
发布时间：2018-11-09 14:38
【摘要】：随着证券行业浮动佣金制的实施,证券业已结束暴利时代。监管层对证券公司业务创新的推动,对业内兼并收购等业务的支持,使得前几年完成了综合规范治理的证券行业在拥有越来越多发展机遇的同时,也面临着来自行业内外的激烈竞争。企业竞争归根结底是客户的争夺战。企业若想有良好的发展,就必须开发新客户,维系好老客户。优秀的客户关系管理,能够降低企业维系和开发客户的成本,减少企业与客户的交易成本。作为证券公司营销客户和服务客户所依托的基础,客户关系管理的优劣,直接影响着公司营销客户和服务客户的效率。为了更好地适应市场环境和公司业务的发展,G证券公司的客户关系管理系统,仍有需要改进的方面。G证券公司客户关系管理系统的功能及其外延,均离不开良好的客户信息数据管理。客户信息数据管理,主要包括客户基础信息数据的采集完善、以及在此基础上的客户数据分析两部分内容。客户信息数据管理,是客户关系管理系统成败的基础和关键。本文主要从客户关系管理系统的客户信息数据管理的改进着眼,以G证券公司客户分类体系的改进、客户联系信息采集维护工作的改进为切入点,研究G证券公司客户管理系统的改进问题。 本文在介绍了客户关系管理、数据挖掘以及神经网络的基本理论后,从客户信息数据的视角,分析了G证券公司客户管理系统存在的问题；提出基于客户价值的分级方法；以G证券公司X营业部的客户实例数据为基础,采用神经网络的方法对特征提取后的数据进行建模,获得了客户分类的神经网络模型,进而利用该模型对客户分类进行预测,为公司业务提供支持；优化了客户联系信息采集维护工作；最后,提出G证券公司客户管理系统的改进方案具体措施。望本文的研究成果能为G证券公司客户关系管理系统的完善提供务实的支持。同时通过体系复制,为同行业其他证券公司提供借鉴。
[Abstract]:With the implementation of the floating commission system in the securities industry, the securities industry has ended the era of profiteering. The promotion of business innovation by securities companies and the support for businesses such as mergers and acquisitions made the securities industry, which had completed comprehensive and standardized governance in previous years, have more and more opportunities for development at the same time. It also faces fierce competition from within and outside the industry. The enterprise competition is the customer's battle in the final analysis. If the enterprise wants to have the good development, must develop the new customer, maintains the old customer. Excellent customer relationship management can reduce the cost of maintaining and developing customers, and reduce the transaction costs between enterprises and customers. As the basis of marketing customers and serving customers, the advantages and disadvantages of customer relationship management (CRM) directly affect the efficiency of marketing customers and serving customers. In order to better adapt to the market environment and the development of the company's business, the customer relationship management system of G Securities Company still needs to be improved. Are inseparable from good customer information data management. Customer information data management mainly includes two parts: the collection and perfection of customer basic information data and the analysis of customer data on this basis. Customer information data management is the foundation and key of customer relationship management system. This paper mainly focuses on the improvement of customer information data management in customer relationship management system, taking the improvement of customer classification system of G securities company and the improvement of customer contact information collection and maintenance as the starting point. To study the improvement of customer management system in G Securities Company. After introducing the basic theories of customer relationship management, data mining and neural network, this paper analyzes the problems existing in the customer management system of G Securities Company from the perspective of customer information data, and puts forward a classification method based on customer value. Based on the customer example data of X business department of G Securities Company, this paper models the feature extracted data by using the neural network method, obtains the neural network model of customer classification, and then uses this model to predict the customer classification. Support the business of the company; The collection and maintenance of customer contact information are optimized. Finally, the concrete measures of improving customer management system of G Securities Company are put forward. Hope the research results of this paper can provide practical support for the improvement of customer relationship management system of G Securities Company. At the same time through the system replication, for the same industry other securities companies to provide reference.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F270.7;F832.39
本文编号：2320705
[Abstract]:With the implementation of the floating commission system in the securities industry, the securities industry has ended the era of profiteering. The promotion of business innovation by securities companies and the support for businesses such as mergers and acquisitions made the securities industry, which had completed comprehensive and standardized governance in previous years, have more and more opportunities for development at the same time. It also faces fierce competition from within and outside the industry. The enterprise competition is the customer's battle in the final analysis. If the enterprise wants to have the good development, must develop the new customer, maintains the old customer. Excellent customer relationship management can reduce the cost of maintaining and developing customers, and reduce the transaction costs between enterprises and customers. As the basis of marketing customers and serving customers, the advantages and disadvantages of customer relationship management (CRM) directly affect the efficiency of marketing customers and serving customers. In order to better adapt to the market environment and the development of the company's business, the customer relationship management system of G Securities Company still needs to be improved. Are inseparable from good customer information data management. Customer information data management mainly includes two parts: the collection and perfection of customer basic information data and the analysis of customer data on this basis. Customer information data management is the foundation and key of customer relationship management system. This paper mainly focuses on the improvement of customer information data management in customer relationship management system, taking the improvement of customer classification system of G securities company and the improvement of customer contact information collection and maintenance as the starting point. To study the improvement of customer management system in G Securities Company. After introducing the basic theories of customer relationship management, data mining and neural network, this paper analyzes the problems existing in the customer management system of G Securities Company from the perspective of customer information data, and puts forward a classification method based on customer value. Based on the customer example data of X business department of G Securities Company, this paper models the feature extracted data by using the neural network method, obtains the neural network model of customer classification, and then uses this model to predict the customer classification. Support the business of the company; The collection and maintenance of customer contact information are optimized. Finally, the concrete measures of improving customer management system of G Securities Company are put forward. Hope the research results of this paper can provide practical support for the improvement of customer relationship management system of G Securities Company. At the same time through the system replication, for the same industry other securities companies to provide reference.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F270.7;F832.39
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