GF公司以客户为导向综合价值模型建设研究
发布时间:2018-08-04 19:32
【摘要】:伴随着我国经济转型、居民财富不断地增长、金融市场化和加快多层次资本市场建设改革,券商正在发展过程中面临着产品多元化发展机遇与挑战。如何在产品多样化的今天,把握客户的购买偏好及提供以客户为导向的金融服务成为券商反思的重点。GF证券公司在新的经济条件下,提出了以客户为导向的公司理念,在转变过程中,细分客户建立综合价值模型成为了以客户为导向的行动基础。GF证券公司在2014年9月份完成了以客户为导向综合价值模型建设第一阶段构建,并整合到实际应用中去,为经纪业务,财富管理业务等各个总部部门及下属分支机构提供了有利的营销保障,成为2014年在GF证券公司以客户为导向创新数据平台建设的成功案例。本文在论述以客户为导向思路的基础上,通过客户生命周期阶段识别,客户在不同生命阶段的购买偏好及价值模型分析,阐述了如何实现综合价值模型的建设。分析了以客户为导向的重要性,综合价值模型的意义及相关依据。在大数据时代的背景下,券商及各个行业都进行着不同方向的以客户为导向的数据平台建设工作,本文的研究成果及分析过程具有可以借鉴的整体意义,希望可以给中国企业提供借鉴的材料和成功的经验。
[Abstract]:With the economic transformation of our country, the increasing of the residents' wealth, the marketization of finance and the reform of multi-level capital market, the securities companies are facing the opportunities and challenges of diversified development of products in the process of development. Under the new economic conditions, how to grasp customers' purchase preferences and provide customer-oriented financial services has become the focus of securities firms' reflection. Under the new economic conditions, the paper puts forward the concept of customer-oriented companies. In the process of transformation, the establishment of comprehensive value model by subdivision customers became the basis of customer-oriented action. GF Securities Company completed the first phase of the construction of customer-oriented comprehensive value model in September 2014. And integrated into practical applications, for brokerage business, wealth management business and other headquarters departments and sub-branches to provide favorable marketing protection, Become a successful case of customer-oriented innovation data platform construction in GF Securities Company in 2014. On the basis of customer-oriented thinking, this paper discusses how to realize the construction of comprehensive value model through customer life cycle identification, customer purchase preference and value model analysis in different life stages. This paper analyzes the importance of customer-oriented, the significance of comprehensive value model and relevant basis. Under the background of big data era, the securities companies and various industries are carrying out the construction work of customer-oriented data platform in different directions. The research results and the analysis process of this paper have the whole meaning that can be used for reference. Hope to provide Chinese enterprises with reference materials and successful experience.
【学位授予单位】:华南理工大学
【学位级别】:硕士
【学位授予年份】:2015
【分类号】:F274;F832.39
[Abstract]:With the economic transformation of our country, the increasing of the residents' wealth, the marketization of finance and the reform of multi-level capital market, the securities companies are facing the opportunities and challenges of diversified development of products in the process of development. Under the new economic conditions, how to grasp customers' purchase preferences and provide customer-oriented financial services has become the focus of securities firms' reflection. Under the new economic conditions, the paper puts forward the concept of customer-oriented companies. In the process of transformation, the establishment of comprehensive value model by subdivision customers became the basis of customer-oriented action. GF Securities Company completed the first phase of the construction of customer-oriented comprehensive value model in September 2014. And integrated into practical applications, for brokerage business, wealth management business and other headquarters departments and sub-branches to provide favorable marketing protection, Become a successful case of customer-oriented innovation data platform construction in GF Securities Company in 2014. On the basis of customer-oriented thinking, this paper discusses how to realize the construction of comprehensive value model through customer life cycle identification, customer purchase preference and value model analysis in different life stages. This paper analyzes the importance of customer-oriented, the significance of comprehensive value model and relevant basis. Under the background of big data era, the securities companies and various industries are carrying out the construction work of customer-oriented data platform in different directions. The research results and the analysis process of this paper have the whole meaning that can be used for reference. Hope to provide Chinese enterprises with reference materials and successful experience.
【学位授予单位】:华南理工大学
【学位级别】:硕士
【学位授予年份】:2015
【分类号】:F274;F832.39
【参考文献】
相关期刊论文 前2条
1 王伟玲;;大数据产业的战略价值研究与思考[J];技术经济与管理研究;2015年01期
2 兰t熉,
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