这几年来，由于证券市场行情震荡及证券公司纷纷设立轻型营业部， 各地区活跃客户数并没有呈现快速的增长，在存量客户不断博弈的情况下， 加之 佣金率不断下滑，券商营业部的传统经纪业务收入占比逐年下滑。作 为直面客户的证券营业部，主要是以传统经纪业务为主，不得不改变之前 的经营思路，从原来的“以资金为 中心”转变为“以客户为中心”。客户 作为营业部最为宝贵的战略资源，需要证券公司实行客户关系管理来提升 高价值客户的服务体验，充分利用客户系统平台数据，对客户需 求进行分 析，通过为客户提供团队差异化服务和满足客户需求的服务，来提升客户 满意度和忠诚度，减少客户流失，为证券营业部创造稳定的收入和利润。 本文首先简单阐述了 国内外关于客户关系管理的相关研究现状，然后 介绍了客户关系管理相关理论依据，以此为基础，明确了本文的研究思路 和研究方法；通过研究M证券公司及S营业部情况，发掘 目前客户关系管 理的现状和存在问题；针对存在的问题，从CRM系统数据深入挖掘优化、 根据客户价值进行合理的客户分类分级、了解投资经理服务能力、通过标 准化服务流程 管控等方面，提出了改进M证券公司S营业部客户关系管理 的对策和建议，以确保客户关系管理的有效实施。 论文通过对M证券公司S营业部客户关系管理的现状和存在问题进行 分 析和研究，将客户关系管理理论基础与实践相结合，提出将证券营业部 II 的客户进行合理分类分级，匹配不同服务能力的客户经理，以不同的频率 进行针对性的客户服务，在客 户关系管理优化方面具有一定的可操作性。 关键词：证券公司客户关系管理客户分类客户分级 III RESEARCHONCUSTOMERRELATIONSHIPMANAGEMENTOFS BUSINESSDEPARTMENTOFMSECURITIESCOMPANY ABSTRACT Inrecentyears,duetothefluctuationsofstockmarket,theemergingof lightbusinessdepartmentsofthesecuritiescompanies,thelossofexisting customersandcoupledwiththecommissionratecontinuestodecline,the numberofactivecustomersinvariousregionsdidnotshowarapidgrowthand thetraditionalbrokeragebusinessrevenueofthedepartmentofsecurities decreasedyearbyyear.Asthesecuritiesbusinessdepartmentfacingdirectlyto customers,itismainlybasedonthetraditionalbrokeragebusiness,soithasto changeitsbusinessconceptfromtheoriginal"capital-centered"to "customer-centered".Customers,asthemostvaluablestrategicresource, securitiescompaniesneedtoimplementcustomerrelationshipmanagement (CRM)toimprovecustomersatisfactionandloyalty,reducecustomerchurn, createastableincomeandprofitsforthesecuritiesbusinessdepartment,by promotinghighvaluecustomerserviceexperience,makingfulluseofthe systemplatformcustomerdata,toanalyzecustomerneeds,throughproviding differentiatedservicesandmeetingthedemandofcustomerserviceteam. IV Thispaperfirstbrieflydescribesthedomesticandforeignresearchon customerrelationshipmanagementandresearchstatus,andthenintroducesthe relevanttheoreticalbasisofcustomerrelationshipmanagement,basedonwhich theresearchideasandresearchmethodsofthispaperaremadeclearly.Through thestudyofMsecuritiescompanyandSbusinessdepartment,explorethe currentsituationandexistingproblemsofcustomerrelationshipmanagement;In viewoftheexistingproblemsandCRMdatadiggingandoptimization,carryon thereasonablecustomerclassificationandgradingaccordingtocustomervalue, understandtheinvestmentmanagerserviceabilityandcarryoutstandardized serviceprocesscontrol,etc.,putsforwardthecountermeasuresandsuggestions toimproveSdepartmentofMsecuritiescompanies,toensuretheeffective implementationofthecustomerrelationshipmanagement. Basedontheanalysisandresearchofthecurrentsituationandproblemsof SdepartmentofMsecuritiescompanies,thispapercombinesthetheoryof customerrelationshipmanagementwithpractice,putsforwardreasonable classificationandgrading,carriesouttheservicebymatchingdifferentservice abilityofcustomermanageratadifferentfrequencytotargetedcustomer.Ithas certainreferenceforcustomerrelationshipmanagementoptimization. KEYWORDS:Securitiescompany;Customerrelationshipmanagement; Customerclassification;Customergrading V 目录 摘 要...........................................................................................................................................I ABSTRACT..................................................................................................................................III 第一章绪 论...............................................................................................................................1 1.1研究背景、研究目的和意 义..............................................................................................1 1.1.1研究背 景.......................................................................................................................1 1.1.2研究目的和意 义...........................................................................................................2 1.2国内外研究现 状..................................................................................................................3 1.2.1国外研究现 状...............................................................................................................3 1.2.2国内研究现 状...............................................................................................................4 1.2.3文献评价和总 结.......................................................................................................6 1.3研究内容与思 路..................................................................................................................7 1.3.1研究内 容.......................................................................................................................7 1.3.2研究思 路.......................................................................................................................8 1.3.3研究方 法.......................................................................................................................8 1.4论文的创新 点......................................................................................................................9 第二章客户关系管理相关理 论............................................................................................10 2.1客户关系管理相关理 论....................................................................................................10 2.2客户关系管理核心思 想....................................................................................................11 2.3客户关系管理发展历 程....................................................................................................12 第三章M证券公司S营业部客户关系管理现状及存在问 题...........................................14 3.1M证券公司介 绍................................................................................................................14 3.1.1M证券公司简 介..........................................................................................................14 3.1.2M证券公司组织架构 图..............................................................................................15 3.1.3M证券公司S营业部简 介.........................................................................................15 3.2S营业部客户关系管理的现 状.........................................................................................16 3.2.1客户关系管理的服务平 台.........................................................................................16 VI 3.2.2客户关系管理系统数 据.............................................................................................17 3.2.3客户分 级.....................................................................................................................20 3.2.4客户日常服 务.............................................................................................................20 3.3S营业部客户关系管理存在的问 题...............................................................................21 3.3.1客户关系管理系统功能不够完 善.............................................................................21 3.3.2缺乏对客户生命周期及客户价值的充分了 解.........................................................21 3.3.3缺乏对投资经理服务营销能力的了 解......................................