东北证券经纪业务客户关系管理研究工商管理专业.doc

摘 要 东北证券经纪业务客户关系管理研究 2016年已经成为我国证券行业发展的一座显著分水岭，在这之后，证券行业有关的各种业务都出现了各种各样的不景气的现象，其中，发展前景遭受最大打击的当属经纪业务手续费的收入情况，因此证券公司在不断创新经纪业务和服务，发展混业经营。目前越来越多的证券公司意识到了在公司扩大市场份额，稳定经纪业务收入的重要性。在提高经纪业务服务水平的过程中，客户关系管理起着至关重要的作用。客户关系管理水平的好坏直接影响证券公司能否在差异化竞争中取得竞争优势。因此证券公司逐步建立科学完善的客户分级体系，制定基于客户需求为中心的发展战略，以便重塑公司市场定位。 本文将通过客户关系管理理论对证券公司经纪业务客户服务能力展开研究，查阅相关的论文、著作、期刊等文献，建立理论研究基础，同时以东北证券股份有限公司为研究对象，对其经纪业务客户关系管理内容展开深入分析和讨论。在分析的过程中，首先我们通过实地走访该公司内部经纪业务人员和相关的中高层管理人员了解东北证券客户管理方式和发展现状。其次，通过收集根据公司数据，汇总东北证券经纪业务客户关系管理中可能存在的问题，其中表现最为突出的有，经纪业务客户分类管理不够系统、对经纪业务客户的定位不够清晰以及经纪业务客户满意度不高等问题，最后通过RFM模型实证分析东北证券经纪业务客户关系管理的发展方向，并从渠道层面、操作层面、分析层面，为东北证券经纪业务的未来发展和各种客户关系的管理提出有针对性的解决方案。 本文在客户关系理论、客户分级管理理论、客户信息识别和选择理论、客户满意度分析理论等多个理论的基础上，结合东北证券的实际情况，引导东北证券通过直接提高目标客户对价值的感知能力的方式促使其成为精准客户，从而进一步促进东北证券行业的发展，提高相关企业的盈利能力。 关键词：东北证券；经纪业务；客户关系管理 45 ABSTRACT Research on Customer Relationship Management of Securities Brokerage in Northeast Securities 2016 has become a significant watershed in the development of China's securities industry. After that, various businesses related to the securities industry have experienced various sluggish phenomena. Among them, the biggest impact on the development prospects is the brokerage business procedures. The income of the fee, so the securities company is constantly innovating brokerage business and services to develop mixed operations. More and more securities companies are now aware of the importance of expanding their market share and stabilizing brokerage revenue. Customer relationship management plays a vital role in improving the service level of brokerage business. The level of customer relationship management directly affects whether securities companies can gain competitive advantage in differentiated competition. Therefore, the securities company gradually establishes a scientific and perfect customer grading system, and develops a development strategy based on customer needs, in order to reshape the company's market position. This paper will study the customer service capabilities of securities companies' brokerage business through customer relationship management theory, consult relevant papers, books, journals and other literatures, establish theoretical research foundation, and take Northeast Securities Co., Ltd. as the research object, and its brokerage business customers. The relationship management content is analyzed and discussed in depth. In the process of analysis, first of all, we visited the company's internal brokerage business personnel and relevant middle and senior management personnel to understand the management methods and development status of Northeast Securities customers. Secondly, through collecting data according to the company, it summarizes the problems that may exist in the customer relationship management of the Northeast securities brokerage business. Among them, the most prominent performance is that the brokerage business customer classification management is not systematic enough, the positioning of the brokerage business customer is not clear enough, and the brokerage business customer satisfaction is satisfied. In the end, the RFM model empirically analyzes the development direction of the customer relationship management of the Northeast securities brokerage business, and proposes the future development of the Northeast securities brokerage business and the management of various customer relationships from the channel level, operation level and analysis level. Targeted solutions. Based on the theory of customer relationship theory, customer hierarchical management theory, customer information identification and selection theory, customer satisfaction analysis theory, etc., combined with the actual situation of Northeast Securities, this paper guides Northeast Securities to directly improve the target customers' perception of value. The ability to make it a precise customer, thereby further promoting the development of the Northeast securities industry and improving the profitability of related companies. Key words: northeast securities; Brokerage business; Customer relationship management. 目 录 第1章 绪论 1 1.1 研究背景与意义 1 1.2 研究方法与内容 4 1.3 理论基础与文献综述 4 第2章 东北证券经纪业务客户关系管理现状及问题 9 2.1 东北证券公司介绍 9 2.2 东北证券经纪业务客户关系管理现状 11 2.3 东北证券经纪业务客户关系管理存在问题 15 第3章 东北证券经纪业务的客户分析 18 3.1 东北证券经纪业务客户信息的识别 18 3.2 东北证券经纪业务客户分级 21 3.3 东北证券经纪业务的需求分析 26 第4章 东北证券经纪业务客户关系管理优化策略及实施保障 32 4.1 东北证券经纪业务客户关系管理优化设计的目标 32 4.2 东北证券经纪业务客户关系管理优化设计的方案 33 4.3 东北证券经纪业务客户关系管理优化设计的实施保障措施 35 结 论 42 参考文献 44 致 谢 46 第1章 绪论 第1章 绪论 1.1 研究背景与意义 1.1.1 研究背景 中国资本市场发展至今20余年，作为中国资本市场中流砥柱的证券公司也相应的有了充分的发展和不断壮大的规模。2005年实行的股权分置改革促进了我国资本市场的快速发展以及相关制度的建立和完善，此后我国的资本市场进入了前所未有的快速发展阶段，在短短的两年半不到的时间，上海证券交易指数就从998点，持续上升到了6124点，高昂的佣金以及不断加速的成交量使得证券行业沉迷其中而忽略了对各种外在风险的预测。俗话说“花无百日红，人无百日红”，直至2008年次贷危机的爆发才给我国的资本市场敲响了警钟，也使我国的资本市场，遭遇到了前所未有的障碍和考验。由于受到另外金融环境的双重影响，再加上缺乏应对金融风险的有效措施，我国的资本市场的交易现场曾一度极其惨淡，交易量大幅度缩水，发生在2015年的股市灾难更是我国金融史上一场无法磨灭的灾难历史。 2018年以来，中央和地方政府深入贯彻实施十九大的相关报告，其中提出了有关调整资本市场的相关要求，即“不断的完善金融体制，提高金融行业对实体经济