华泰证券公司CRM系统设计与实现

发布时间：2018-01-14 02:19

本文关键词：华泰证券公司CRM系统设计与实现　出处：《大连理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：如何利用CRM系统来使得企业在激烈的竞争中立于不败之地是当前的一个热门话题。华泰证券作为一家国内较早成立的证券公司,随着其规模的不断变大,客户人数的不断增加,出现了一系列的客户管理问题。诸如：服务局限在通道、产品单一、提供的服务质量无法满足客户需求等。针对这些问题,华泰证券公司期望通过CRM的部署来提高企业的竞争力。CRM系统的成功部署需要企业多方面的配合,本文从软件的角度给出了CRM系统在华泰证券公司的实施过程。本文首先对CRM的基本概念,其发展历史进行了描述,综述了CRM系统在保险、电信、电子商务、房地产、银行和医疗机构的应用。通过综述总结了CRM在具体实施过程中的难点,即CRM系统的实施难点在于与具体行业的结合。然后,对华泰证券公司当前的业务进行了细分,给出了CRM系统实施的具体流程。从业务角度将华泰证券公司的业务分为：业务和资源管理、新业务开发、客户管理、销售和服务、账户服务、业务组合管理、财务管理等；从管理学的角度,将公司的业务划分为决策、管理控制和执行。在业务细分的基础上,给出了典型模块的具体业务流程,为CRM系统的部署奠定了基础。最后,对CRM系统的具体实现进行了描述。在具体实现上,着重描述了各个模块实现过程中应该包含的记录信息。给出了客户管理模块、产品管理模块、营销模块等的具体实现过程。同时,为减少系统实现的成本开销,在行业内首次将BO与Siebel软件包进行了集成。通过在华泰证券公司引入CRM系统,有效地解决了华泰证券公司在业务扩展过程中出现的客户管理难题。经过一段时间的测试和试运行,该CRM系统已经投入到华泰证券公司的实际业务处理中,极大地提高了华泰证券公司的工作效率。
[Abstract]:How to use CRM system to make enterprises in an invincible position in the fierce competition is a hot topic at present. Huatai Securities, as a domestic securities company established earlier, has become larger with its scale. With the increasing number of customers, there are a series of customer management problems, such as: the service is limited in the channel, the product is single, and the service quality can not meet the customer needs. Huatai Securities Company expects to improve the competitiveness of enterprises through the deployment of CRM. This paper presents the implementation process of CRM system in Huatai Securities Company from the point of view of software. This paper first describes the basic concept of CRM, its development history, and summarizes the CRM system in insurance, telecommunications, e-commerce, real estate. The application of banks and medical institutions. This paper summarizes the difficulties in the implementation of CRM in the process of implementation, that is, the implementation of the CRM system lies in the integration with the specific industry. Then. The current business of Huatai Securities Company is subdivided, and the specific process of implementing CRM system is given. From the business point of view, the business of Huatai Securities Company is divided into business and resource management, new business development. Customer management, sales and service, account services, portfolio management, financial management, etc. From the perspective of management, the business of the company is divided into decision-making, management control and execution. On the basis of business subdivision, the specific business process of typical modules is given. It lays a foundation for the deployment of CRM system. Finally, the implementation of CRM system is described. This paper mainly describes the record information that should be included in the implementation process of each module, and gives the concrete implementation process of customer management module, product management module, marketing module, etc. At the same time, in order to reduce the cost of system implementation. BO and Siebel software package were integrated for the first time in the industry. Through the introduction of CRM system in Huatai Securities Company, the difficulties of customer management in the process of business expansion of Huatai Securities Company have been effectively solved. After a period of testing and trial operation. The CRM system has been put into the practical business processing of Huatai Securities Company, which greatly improves the efficiency of Huatai Securities Company.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：TP311.52

【参考文献】