發(fā)布時間：2019-03-13 20:50

【摘要】：在我國加入WTO以后，中國的證券市場除了國內多家證券公司相互競爭外，外資證券公司也逐漸加入中國資本市場，導致中國本地證券市場的競爭越來越激烈。在這種環(huán)境下，國內證券公司紛紛轉變經營理念，強調“以客戶為中心”，，關注客戶的需求，提供適合投資者的產品和服務，提升客戶的滿意度，與客戶建立長期穩(wěn)定的關系，最終與客戶一道在資本市場做到共贏共發(fā)展。 因此，通過對證券公司客戶關系管理進行研究，其意義在于可以客觀地評價客戶的滿意度，更好地了解客戶的需求，并從客戶需求角度去開發(fā)、設計和創(chuàng)新金融產品，提升產品和服務質量，及時調整營銷策略，促進公司的投入與產出效果，避免資源的浪費，最終提高公司的投資回報率。 論文對W證券公司的客戶滿意度進行了研究。首先，對W證券公司的客戶關系現(xiàn)狀進行分析，其次運用客戶滿意度的相關理論和模型，構建W證券公司的客戶滿意度指數(shù)模型和測評指標體系，然后設計調查問卷對客戶進行測評，并對測評結果進行定性和定量分析，最后，對W證券公司客戶滿意度影響較大的指標提出改進的建議。
[Abstract]:After China's entry into WTO, besides many domestic securities companies competing with each other, foreign-funded securities companies have gradually joined the Chinese capital market, resulting in more and more fierce competition in the local securities market in China. In this environment, domestic securities companies have changed their business philosophy, emphasized "customer-centered", paid attention to the needs of customers, provided products and services suitable for investors, improved customer satisfaction, and established long-term and stable relations with customers. Finally together with customers in the capital market to achieve win-win development. Therefore, through the study of customer relationship management of securities companies, its significance lies in the objective evaluation of customer satisfaction, better understanding of customer needs, and the development, design and innovation of financial products from the perspective of customer needs. Improve the quality of products and services, adjust the marketing strategy in time, promote the company's input and output effects, avoid the waste of resources, and ultimately improve the company's rate of return on investment. This paper studies the customer satisfaction of W Securities Company. First of all, this paper analyzes the current situation of customer relationship of W Securities Company, and then constructs the customer satisfaction Index Model and Evaluation Index system of W Securities Company by using the relevant theories and models of customer satisfaction. Then, a questionnaire is designed to evaluate the customers, and qualitative and quantitative analysis of the results is carried out. Finally, suggestions for improving the customer satisfaction index of W Securities Company are put forward.
【學位授予單位】：電子科技大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F832.51

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本文編號：2439694