财达证券客户关系管理（CRM）方案设计

^论文编号:GS136  ^论文字数:32395,页数:42 附任务书,开题报告,文献综述

摘    要
 随着我国改革开放的日益发展，证券行业作为一个新兴的行业高速发展，日趋成熟。中国的证券公司在发展的同时也面临着日益增加的来自国内和国际的双重竞争。这种竞争关系不仅仅是人员素质，市场，产品和服务的竞争，更是一种经营理念和管理模式的竞争。残酷的竞争形势使得我国的证券公司开始转变为“以客户为中心”的管理思想，提高自身服务质量，积极扩大市场占有率增加客户，进一步发展和巩固长久的客户关系，使企业在竞争中居于主动地位。
 本文以财达证券有限责任公司为研究对象，通过对财达客户关系管理的分析和评价，发现财达证券有限公司客户关系管理中所存在的问题。借鉴国内外企业客户关系管理的理念，技术方法，结合中国证券行业环境特点变化以及财达证券有限责任公司客户关系管理现状，采用相关理论和方法，对财达证券有限公司客户关系管理体系进行设计，明确实施客户关系管理的文化依托、组织结构再造及业务流程重构等，构建“以客户为中心”为理念的客户关系管理系统。
 
 关键词：财达证券公司；证券；客户关系管理

Design of Customer Relationship Management for Caida Securities CO.LTD
Abstract
 With the increasing development of China's reform and opening up The securities industry as an emerging industry, the rapid development of increasingly mature. When the China's securities companies with the development It also facing increasing both from domestic and international competition. This competition is not only the quality of personnel, markets, products and services, competition, but also a philosophy and management competition. Brutal competition in China's securities companies began making changes to "customer-centric" management ideas to improve their service quality, and actively expand its market share increase in customers, further develop and consolidate the long-term customer relationships, business living in the competition initiative.
 In this paper, Caida Securities CO.LTD as the research object, by Caida Securities CO.LTD customer relationship management analysis and evaluation, found that Caida Securities CO.LTD customer relationship management in the problem. Learn at home and abroad customer relationship management concept, technical approach, combined with changes in environmental characteristics of China's securities industry as well as customer relationship management Caida Securities CO.LTD status, use of relevant theories and methods, Caida Securities CO.LTD customer relationship management system design, specifically the implementation of customer relationship management culture relies on structure rebuilding and reconstruction and other business processes, build "customer center" for the concept of customer relationship management system.

 Keywords:Caida Securities CO.LTD; Securities; Customer Relationship Management

目    录
1 绪论 1
1.1研究的背景与意义 1
1.2 研究方法与内容体系 2
2  客户关系管理相关理论简述 4
2.1 客户关系管理产生背景 4
2.2 客户关系管理的概念、内容与作用 5
2.3 客户关系管理的应用分类及证券经纪业务中的使用 7
3  财达证券客户关系管理现状分析 9
3.1 财达证券基本情况 9
3.2 财达证券客户分类与分析 11
3.3 财达证券客户关系管理基础工作 12
3.4 财达客户关系管理存在的问题分析 14
4  财达证券客户关系管理方案设计 17
4.1 CRM下新型企业文化构建 17
4.2 财达证券组织再造与业务流程重构 20
4.3 财达证券客户关系管理评价指标的确立 21
4.4 CRM系统配套工程的建立和完善 24
4.5 财达客户关系管理的实施思路 29
4.6 财达证券客户服务中心型CRM系统的实施及解决对策 30
结束语 37
参考文献 38
致    谢 39

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