证券公司个性化信息推送服务模式研究

发布时间：2018-01-05 00:18

本文关键词：证券公司个性化信息推送服务模式研究　出处：《华南理工大学》2012年硕士论文　论文类型：学位论文

【摘要】：自21世纪90年代以来，随着中国证券市场的发展，计算机通信、网络技术成熟，国内外的证券公司开始应用CRM系统（客户关系管理），，进行面向证券客户的数据收集、业务分析、贡献分析、客户证券行为分析等，取得了较好的管理效果及对人力物力资源的节省。特别是在客户数据分析上，通过CRM系统管理，针对客户实施了个性化推送信息服务，体现了以客户为中心的证券市场运营理念，使国内外大多数的证券公司，在愈发激烈的环境中将更加体现其行业竞争力。在本论文中，首先阐述了证券公司个性化信息推送服务的概念及意义，创造出可以满足客户特殊的个人的信息需求的环境，主动推荐给客户感兴趣的信息，给客户体验和接受，即个性化信息服务。信息服务主要体现为个性化，必须能够满足客户个人信息需求，即通过对客户户个性、使用习惯的分析，主动地向客户提供其有可能需要的信息服务。可以说，个性化的信息推送服务，是实现证券公司有效信息服务的重要途径。其次，简单分析目前国内证券公司面临的激烈竞争局面，和CRM客户关系管理系统的个性化信息推送模式，在国内外证券公司的实施状况，接着讨论了CRM客户管理系统个性化信息推送模式相关的工作流程、发展方式和状况。再引用不同国内知名的证券公司已实施的模式并进行比较，分析主流的信息推送模式的使用现状和载体实现。论文提出了适合国内证券公司，针对个性化信息推送服务的模式的改进思路，基于客户兴趣发掘、客户分类这两个思路，提出及设计了新信息推送模式。该模式确认了个性化信息推送的主题：优化智能、合作高效，用之作搭建新的推送系统功能模块。在论文的最后，对本文进行了总结，并展望了未来证券公司个性化信息推送业务在证券业中的应用趋势，亦提出自身在技术、管理水平的不足，造成系统的不完善及不确定性的存在，需要持续改进及评估。
[Abstract]:Since 2090s, with the development of the securities market, Chinese computer communication, network technology is mature, domestic and foreign securities companies began to apply CRM system (Customer Relationship Management), for securities customer data collection, business analysis, contribution analysis, customer behavior analysis and other securities, has obtained the good management effect and saving of manpower resources. Especially in the analysis of customer data, through the CRM management system for customers to implement the personalized information push service, embodies the customer-centric business philosophy of securities market, make the most of the securities companies at home and abroad, reflecting the industry competitiveness in the increasingly fierce environment.
In this paper, firstly expounds the concept and significance of personalized information push service of securities companies, create can meet customer specific personal information needs of the environment, take the initiative to recommend to customers interested in information, to the customer experience and acceptance, the personalized information service. Information service is mainly reflected in the personalized, must be able to meet your personal information is based on customer demand, user personality, analysis habits, to provide the possible need information services to customers. It can be said that the personalized information push service, is an important way to realize the securities company effective information service.
Secondly, a simple analysis of the current domestic securities companies are facing fierce competition situation, personalized information push mode and CRM customer relationship management system, the status of implementation of the securities companies at home and abroad, and then discussed the CRM customer management system of personalized information push mode related work process, development mode and status. Then refer to different well-known the securities company has implemented the model and carry on the comparison, analysis of the mainstream of information situation and the carrier delivery mode.
The paper put forward for the domestic securities companies, according to the personalized information push service model improvement ideas, explore customer interest based on customer classification of these two ideas, put forward and design a new information push mode. This mode confirmed the personalized information push theme: optimization of the intelligent, efficient use of cooperation, build push system function module.
In the end, this paper is summarized, and the future trend of application of personalized information push the securities company to send business in the securities industry in the future, also put forward their own deficiencies in technology, management level, the system is not perfect and the existence of uncertainty, need continuous improvement and evaluation.

【学位授予单位】：华南理工大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.51

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