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论文编号：	8171
作者编号：	2220110772
上传时间：	2016/5/31 11:46:45
中文题目：	招商证券公司客户关系管理模式研究
英文题目：	A Research on the Client Relationship Management Mode of China Merchant Securities Co. Ltd
指导老师：	吴晓云
中文关键字：	招商证券客户关系管理客户满意服务质量
英文关键字：	China Merchant Securities Co. Ltd Client Relationship Management Client Satisfaction Service Quality
中文摘要：	随着全球金融一体化和网络经济的迅猛发展，中国的证券公司面临的市场竞争会更加激烈，尝试和探索中国证券公司核心竞争力的进一步提高是摆在中国证券公司目前的一个重大课题。而相比之下，外资证券公司在资金、管理、技术、服务水平等方面都具有明显的优势；同时正在全球范围内兴起的网络证券公司、虚拟证券公司等，将使中国证券公司在网点多、分布广等方面的优势逐渐消失。然而，招商证券在长期经营中积累的客户正是招商证券的战略资源，在外资证券公司纷纷抢占中国市场之际，运用科学的管理方法来管理客户，已经成为招商证券取得竞争优势的关键。 客户关系管理是从理论上已作了许多精辟的论述与研究，同时，国内外企业也创造了许多经典实践案例，但对于中国大多数证券公司来讲，作为一种全新的营销理念，客户关系管理在中国的证券服务市场的理论和应用研究尤其是实践仍处于起步阶段，随着中国金融业改革步伐加快，现代企业管理制度与方法日臻完善，不断进步，市场竞争的激烈程度与日俱增，以客户为中心的服务理念，已成为金融业的立行之本。客户关系管理模式的运用必将为招商证券全面提升服务水平、客户管理能力及证券行业可持续发展能力带来潜在的机会。 全球化程度日益提高的世界经济环境，价值国际化程度不断加深的证券服务，催生证券服务领域的管理创新，推动招商证券的竞争策略更快地由“以产品为中心”转向“以客户为中心”。快速变换的市场环境和客户需求给招商证券带来了管理思想、经营理念和科技应用等多方面的外界冲击，通过怎样的方式将企业内部和外部的资源有效整合，摈弃原有“只追求规模不重视质量”的不合时宜的传统经营思想，深入发掘更多有价值的客户，并且持续地提升证券公司的价值，已成为招商证券公司不得不关注的重点。缜密而务实地引进客户关系管理理念和方法，可以卓有成效地提高服务质量和客户满意度、增加经济效益，实现客户与证券公司的双赢，而中国证券公司的蓬勃、健康发展也将促进社会的进步和经济的繁荣。 有鉴于此，作者选择招商证券客户关系管理模式作为研究对象，在阅读相关文献和实际业务的基础上，进行研究、分析相关案例，并结合作者在招商证券工作的实践经验，提出了招商证券客户关系管理模式，在实践应用方面具有一定的创新性。
英文摘要：	As the international financial integration and the rapid development of network economy, Chinese securities companies will face more intense competition in the market, Chinese securities companies to improve the core competitiveness, is placed in front of securities companies in China is a major issue. In contrast, foreign securities companies in the capital, management, technology, service level, etc. have obvious advantages; while being used worldwide rise of online securities companies, virtual securities companies, etc., will enable the domestic securities companies in the network, widely distributed, etc. advantages gradually disappear. However, Chinese securities companies in the long run to get the number of clients is the biggest advantage of domestic securities companies, foreign securities companies have to seize the occasion of the Chinese market, the use of scientific management methods to manage clients, has become Chinese securities companies to gain a key competitive advantage. About the client relationship management, have made many brilliant theoretical discussion and research, so many oversea and domestic companies have created various classic practice cases, but for most of Chinese securities companies in terms of client relationship management, or a new marketing concept, client relationship management theory in Chinese securities industry in particular practice theory is still in its infancy, with the pace of Chinese securities system reform, the management system of modern corporate governance is improving, increasingly fierce market competition, client-oriented business service concept, has become the securities industry of the vertical line. The use of client relationship management model is bound to enhance the securities company’s standard of services, client management capability and capacity for sustainable development brought about potential opportunities. Internationalization of economic globalization and financial innovation caused by the China Merchant Securities Co. Ltd to finance the business strategy of gradually from "product-oriented" to "client-oriented" Chinese securities companies are facing management thinking, philosophy and technology applications, and many other external shocks, how to effectively integrate internal and external resources, discard the original "do not pay attention only to the pursuit of scale quality" traditional thinking, digging more valuable clients, and expand the value of securities companies, China Merchant Securities Co. Ltd has become the focus of attention. Implementation of client relationship management, can effectively improve service quality and client satisfaction, increase economic efficiency, to achieve a win-win clients and securities company, while China's booming securities companies, will also promote the healthy development of social progress and economic prosperity. For this reason, the author chose China Merchant Securities Co. Ltd client relationship management system as the research object, reading a lot of literature data and professional journals, based on thorough study and analysis of relevant cases, and combined with the author's long-term work in the securities companies experience, was proposed based on client relationship management mode of China Merchant Securities Co. Ltd, in practice, the application of a certain innovation.
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