华泰证券实施CRM存在问题分析及改进方案

发布时间：2018-09-19 14:58

【摘要】：中国的证券服务行业正在面临着市场竞争加剧、打破行业垄断、外资券商进入等挑战,整个行业处在一个盈利模式以及组织架构、战略发展、服务比拼、技术升级的加速转型时期。怎样为客户提供更高端、系统的服务、更专业的理财建议甚至于为客户解决一系列投融资的个人及公司层面的理财问题,进一步发展与巩固这种与客户的长久互惠关系,逐渐成为了证券服务行业竞争的焦点,而成功实施CRM便是能够实现在这种竞争关系中领先的一种有利武器。本文通过走访华泰证券公司高层、CRM具体技术外包单位、总部各部门员工及与基层营业部员工,采用访谈、问卷调查、汇总近年来实施CRM有关情况的各种文件等方式收集了关于华泰证券CRM实施情况的各方面信息,依据CRM理论、关系营销理论、客户生命周期理论、顾客价值理论和方法分析了华泰证券目前实行的CRM存在的问题。针对华泰证券CRM的系统性风险、实施中部门权限、各部门之间的协调等问题,提出了针对系统平台改进、客户信息管理改进、各部门沟通等方面的改进策略以及外网CRM的建设建议,在此基础上给出了实施CRM改进的组织、人员、制度、技术等方面的保障措施,并给出了关于改进后的CRM绩效管理建议。通过研究可以得出结论,华泰证券实施的CRM是券商行业差异化竞争的有效手段。作为一个为客户提供系统性金融理财解决方案的证券公司来讲,改进华泰证券CRM,强调CRM并不仅是公司对于客户管理系统的技术应用,更是集公司发展战略、优化流程、组织再造、客户价值实现等一项全面的系统工程。企业战略目标是否得到有效实施的一个重要因素就是CRM是否成功实施,但从企业文化角度定位CRM理念是本文的局限所在。
[Abstract]:China's securities service industry is facing challenges such as intensifying market competition, breaking industry monopolies, entering foreign securities firms, and so on. The whole industry is in a profit model and organizational structure, strategic development, service competition, etc. The accelerated transition period of technology upgrading. How to provide more high-end, systematic services, more professional financial advice and even a series of personal and corporate financial problems for clients to further develop and consolidate this long-term reciprocal relationship with customers, It has gradually become the focus of the competition in the securities service industry, and the successful implementation of CRM is a favorable weapon to achieve a leading role in this competitive relationship. In this paper, by visiting the senior level of Huatai Securities Company CRM specific technical outsourcing units, headquarter staff and grass-roots sales staff, interviews, questionnaires, Summarizing all kinds of documents about the implementation of CRM in recent years, collecting all aspects of information on the implementation of Huatai Securities CRM, according to CRM theory, relationship marketing theory, customer life cycle theory, etc. The customer value theory and method analyze the existing problems of CRM in Huatai Securities. In view of the systemic risk of Huatai Securities CRM, the authority of the department in the implementation, the coordination among different departments and so on, the improvement of the system platform and the management of customer information are put forward. On the basis of these suggestions, the organization, personnel, system and technology of implementing CRM improvement are given, and the suggestions on the improved CRM performance management are also given. Through the research, we can conclude that CRM implemented by Huatai Securities is an effective means of differential competition in securities industry. As a securities company that provides customers with a systematic financial management solution, improving Huatai Securities CRM, emphasizes that CRM is not only a technical application of the customer management system, but also a combination of the company's development strategy and optimization of the process. Organizational reengineering, customer value realization and so on a comprehensive system engineering. An important factor for the effective implementation of corporate strategic objectives is whether or not CRM is successfully implemented, but positioning the concept of CRM from the point of view of corporate culture is the limitation of this paper.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F832.39

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