財達證券客戶關系管理（CRM）方案設計

工商管理論文編號:GS136  論文字數:32395,頁數:42 附任務書,開題報告,文獻綜述

目    錄
1 緒論 1
1.1研究的背景與意義 1
1.2 研究方法與內容體系 2
2  客戶關系管理相關理論簡述 4
2.1 客戶關系管理產生背景 4
2.2 客戶關系管理的概念、內容與作用 5
2.3 客戶關系管理的應用分類及證券經紀業務中的使用 7
3  財達證券客戶關系管理現狀分析 9
3.1 財達證券基本情況 9
3.2 財達證券客戶分類與分析 11
3.3 財達證券客戶關系管理基礎工作 12
3.4 財達客戶關系管理存在的問題分析 14
4  財達證券客戶關系管理方案設計 17
4.1 CRM下新型企業文化構建 17
4.2 財達證券組織再造與業務流程重構 20
4.3 財達證券客戶關系管理評價指標的確立 21
4.4 CRM系統配套工程的建立和完善 24
4.5 財達客戶關系管理的實施思路 29
4.6 財達證券客戶服務中心型CRM系統的實施及解決對策 30
結束語 37
參考文獻 38
致    謝 39

摘    要
 隨著我國改革開放的日益發展，證券行業作為一個新興的行業高速發展，日趨成熟。中國的證券公司在發展的同時也面臨著日益增加的來自國內和國際的雙重競爭。這種競爭關系不僅僅是人員素質，市場，產品和服務的競爭，更是一種經營理念和管理模式的競爭。殘酷的競爭形勢使得我國的證券公司開始轉變為“以客戶為中心”的管理思想，提高自身服務質量，積極擴大市場占有率增加客戶，進一步發展和鞏固長久的客戶關系，使企業在競爭中居于主動地位。
 本文以財達證券有限責任公司為研究對象，通過對財達客戶關系管理的分析和評價，發現財達證券有限公司客戶關系管理中所存在的問題。借鑒國內外企業客戶關系管理的理念，技術方法，結合中國證券行業環境特點變化以及財達證券有限責任公司客戶關系管理現狀，采用相關理論和方法，對財達證券有限公司客戶關系管理體系進行設計，明確實施客戶關系管理的文化依托、組織結構再造及業務流程重構等，構建“以客戶為中心”為理念的客戶關系管理系統。
 
 關鍵詞：財達證券公司；證券；客戶關系管理

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 eva luation, 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