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学位论文作者签名：
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目录
摘要
随着我国经济的发展，资本市场的重要性越来越突出，而证券公司互相竞争进入白
热化，作为其中的一份子，XB证券公司想要在竞争中平稳发展，不得不加强对客户资
源的发掘，把握住自身的高价值客户，整合公司一切资源，提高对客户的服务水平，形
成自己独特的竞争力，保证自己的竞争优势，这样才能在这场竞争中走的更远。
欧亿·体育（中国）有限公司进入价格战模式，佣金率连年下调，这样的背景下，XB证券公司有必要进行
调整，优化自身客户关系管理方案，将未来竞争的重点放在客户管理、客户服务之上。
本文参考了前人研究的客户关系管理理论，客户价值理论等，通过定性与定量分析 XB
公司经营数据、进入营业务对一线员工访谈记录等手段，发现了 XB证券公司关于客户
关系管理工作的一系列不足。如员工服务理念不明确、客户分级分组方式落后等，为了
解决这些问题，本文采用 RFM模型对公司客户进行分级，将客户分为 5个分组，使用
客户资产量与客户周转率对客户进行分组，将客户分为 7个组。并针对每个级别的客户
给出服务策略建议，对每个分组客户的特点进行总结，作为服务人员发掘客户价值的有
力参考。并从组织、技术、制度角度给出了相应地保障措施，针对发现的问题，如服务
人员服务不到位，系统功能没有充分使用，给出了相应的工作制度，分析了采用改进后
客户关系管理方案的效果。最后本文得出了结论，XB证券公司改进客户关系管理方案
需要综合考虑各种因素，采用科学的指标对客户进行分类分级维护，定制适合客户的营
销服务策略，同时需要持续根据外部环境、内部管理水平的变化而持续研究，做出动态
的应对。
关键词：证券公司，客户关系管理，客户分组
I

西北大学硕士学位论文
ABSTRACT
China's economy is rapidly passing through the very growth stage, we are still further
conscious the importance of the capital market, and the war between securities companies has
become white hot. As one of them, XB securities company wants to develop steadily in the
competition, so it has to strengthen the exploration of customer resources, grasp its own
high-value customers, integrate all resources of the company, provide customers with better
service. Form their own unique competitiveness and build up their own advantage in
competition, so as to go further in this competition.
The industry has entered a competition for who has a low cost and the commission rate has
been reduced year after year. In this context, XB securities company needs to adjust, optimize
its CRM scheme and focus on customer management and customer experience in the future
competition. In the light of the CRM theory and customer value theory of studies passed by,
this paper finds a series of deficiencies in CRM of XB securities company in the way that
qualitative and quantitative analysis of XB company's operating data and interview records of
customer service personnel in business.for the sake of solving these problems, this paper uses
RFM model to classify the company's customers, which are fall into five main categories,
H-value, M-value, L-value,general customers and priceless customers.The customers are
dominated by 7 groups by using customer assets and customer turnover rate.It also gives
service strategy suggestions for each level of customers, summarizes the characteristics of
each group of customers, and serves as a powerful reference for service personnel to explore
customer value.The corresponding safeguard measures are given from the perspective of
company structure, system technology and rules and regulations. In view of the problems
found, such as inadequate service of service personnel and insufficient use of system
functions, the corresponding working system is given, and the effect of adopting the improved
CRM scheme is analyzed. Finally, this paper comes to the conclusion that XB securities
company needs to comprehensively consider various factors, adopt scientific indicators to
classify and maintain customers, and customize marketing service strategies suitable for
customers. At the same time, it is necessary to continuously study and formulate
Countermeasures in time .
Keywords: Securities company, customer relationship management, customer grouping
II
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