本文關鍵詞： 客戶關系管理 證券公司 經(jīng)紀業(yè)務　出處：《西南交通大學》2013年碩士論文　論文類型：學位論文

【摘要】：隨著我國資本市場的越來越開放,證券公司面臨的競爭壓力越來越大。證券經(jīng)紀業(yè)務,作為我國證券公司主要利潤來源,是券商經(jīng)營重點。擴大證券經(jīng)紀業(yè)務市場的關鍵在于不斷開拓新客戶和維持老客戶,因此,加強證券經(jīng)紀業(yè)務的客戶關系管理是券商維持利潤的關鍵策略。ZT證券公司作為一家資金雄厚,研發(fā)能力突出的證券公司,近年來,在經(jīng)紀業(yè)務上處于下坡路,其對加強經(jīng)紀業(yè)務的客戶關系管理的要求非常迫切。為了扭轉經(jīng)紀業(yè)務的頹勢,ZT證券公司推動了客戶關系管理體系的建設,在硬件投入、組織架構調(diào)整和制度建設上進行了一系列改革,目的就是利用先進的客戶關系管理體系,帶動公司經(jīng)紀業(yè)務的發(fā)展。 本文以ZT證券公司客戶關系管理改革為研究對象,首先分析了改革的相關理論基礎,包括服務理論和客戶關系管理理論等。其次,研究了ZT證券公司客戶關系管理的現(xiàn)狀,重點分析了在老的客戶關系管理體系中,公司存在的問題。再次,研究分析了ZT證券公司新的客戶關系管理改革的方案設計,包括公司證券經(jīng)紀業(yè)務的理念重造、客戶關系管理的各種配套系統(tǒng)的設計、組織架構流程和制度設計和客戶關系管理軟件的功能設計等。最后,研究以ZT證券公司FSD營業(yè)部客戶關系管理體系的實施為例,驗證了客戶關系管理體系在該地區(qū)營業(yè)部中取得的成績。
[Abstract]:With the opening of China's capital market, securities companies are facing more and more competitive pressure. Securities brokerage business, as the main source of profits of securities companies in China. The key to expand the securities brokerage business market is to continuously open up new customers and maintain old customers. Strengthening the customer relationship management of securities brokerage business is the key strategy for securities companies to maintain profits. ZT Securities Company is a securities company with strong funds and outstanding R & D capability in recent years. In order to reverse the decline of brokerage business, ZT Securities Company promotes the construction of customer relationship management system. A series of reforms have been carried out in the aspects of hardware input, organizational structure adjustment and system construction. The purpose is to use the advanced customer relationship management system to promote the development of brokerage business in the company. This paper takes the reform of customer relationship management of ZT Securities Company as the research object. Firstly, it analyzes the relevant theoretical basis of the reform, including the service theory and customer relationship management theory. This paper studies the current situation of customer relationship management in ZT Securities Company, and analyzes the existing problems in the old customer relationship management system. This paper studies and analyzes the scheme design of the new customer relationship management reform of ZT Securities Company, including the reconstruction of the concept of securities brokerage business and the design of various supporting systems of customer relationship management. Organizational structure process and system design and function design of customer relationship management software. Finally, the implementation of customer relationship management system in FSD business department of ZT securities company is studied as an example. The results of customer relationship management system in the regional business department are verified.
【學位授予單位】：西南交通大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F832.39

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本文編號：1447020