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论文编号：	9620
作者编号：	2120152560
上传时间：	2017/12/7 21:55:54
中文题目：	华泰证券经纪业务客户关系管理研究
英文题目：	Research on the Customer Relationship Management of the Brokerage Business in Huatai Securities
指导老师：	任星耀
中文关键字：	客户关系管理，证券行业，华泰证券
英文关键字：	customer relationship management, securities industry, Huatai Securities
中文摘要：	摘 要 2017年，世界经济增长低迷态势仍在延续，“逆全球化”思潮和保护主义倾向抬头，这种经济形势给整个世界的经济造成了不确定性，对各个国家和地区的经济均造成了更多的不确定性，也提出了更大的挑战。对于各个企业也是如此，尤其对于经济政策较为敏感的金融证券行业影响更大。需要行业内各个企业进行更有针对性的科学管理以适应当前更为特殊而复杂的经济环境。我国的证券行业在近些年来取得了长足的发展。同时证券企业的数量激增也造成了行业内的竞争更加激烈。这种复杂形势要求企业的管理更科学、反应更迅速，要求将对客户的管理提升到前所未有的高度，以最大程度的获得客户资源，形成企业竞争优势。同时经纪业务又是证券公司的传统和核心业务，与作者的实际工作也具有极大的相关性。通过对证券公司经纪业务客户关系管理这个题材的研究，作者希望能为公司和行业的发展起到一定的借鉴意义。本文共分为七个部分，分别为：绪论、相关理论回顾、华泰证券内外部环境分析、华泰证券经纪业务客户关系管理现状、客户关系管理改进建议、改进方案的实施保障以及结论。第一章绪论部分分别从行业角度、企业角度和业务角度介绍了论文的研究背景，并通过环境分析、策略分析、目标市场分析和客户关系管理等方面阐述了研究意义。在研究过程中，为了确保研究更有效，能够更深入、更准确的分析并解决企业问题，使用了文献分析法、实践调查法和案例分析法等研究方法。论文的整体思路和结构是：通过理论回顾、外部环境分析、内部环境分析和现状分析找出目前华泰证券在经纪业务客户管理中存在的问题，然后提出改进意见和改进方案实施方案，最终得出结论。本文在第二章中对相关理论进行了回顾。主要回顾了客户关系管理理论，然后分析了客户关系管理的关键点和实施方案。在客户关系管理理论方面首先回顾了客户关系管理的概念、内涵和管理体系，明确了客户关系管理以有效管理现有客户、充分发展潜在客户、和妥善处理特殊客户为目的，最终实现提升运营效率、形成忠诚客户、促进组织机构调整和管理改进的意义。接着回顾了客户管理的关键点为客户关怀、客户区分和客户忠诚度，明确了客户关怀的含义和意义，客户区分的含义和进行客户区分的原因，在客户忠诚中接了客户生命周期理论，回顾了不同生命周期中客户的不同忠诚度。最后从销售队伍自动化和业务流程优化两个方面回顾了客户关系管理的实施方法。在理论回顾的基础上，本文在第三章中进一步分析了华泰证券的外部环境和内部环境。外部环境方面介绍了招商证券、中投证券、民生证券等主要竞争对手的情况，并对他们的经营策略进行了分析，为华泰证券提出更有有效的策略打下基础。内部环境用SWOT分析法分析了华泰证券自身的优势和劣势，以及面临的机遇与挑战。通过内外部环境分析，对于公司的特点、内部情况、外部情况等有了更明确清晰的梳理。本文在第四章中分析了华泰证券客户关系管理的现状，对现有客户的数量、来源、性质、结构和贡献度等进行了分析，阐述了公司目前的客户区分情况、分类方法，并对目前的分类方法进行了优化。先是按客户群体将客户分为个人客户和机构客户两大类，再按照不同客户群体的风险偏好不同，进一步将客户区分为六大类。接着在客户区分的基础上，对客户区分后所对应的细分市场客户的特点和需求进行了研究，分析阐述了不同细分市场客户的数量、占比、贡献度、需求以及使用的营销手段。最后对华泰证券客户关系管理的现状进行了分析，总结提炼出目前存在的问题，并对这些问题产生的原因进行了逐一分析。文章在第五章中针对前面分析的现状和存在的问题，结合回顾的理论，提出改进和完善客户关系管理的方案。首先提出重塑客户关怀体系，客户关怀体系应与企业战略相结合，与客户生命周期相适应。形成以提供差异化服务和标准化服务相结合，以满足客户需求为核心的客户关怀体系。其次提出客户关系的精细化管理，分别对客户区分进行价值指标化研究，对客户区分后所对应的不同细分市场的精细化服务进行研究，对不同生命周期中客户的不同忠诚度进行分析研究。最后运用销售队伍自动化和业务流程优化来提升客户关系管理水平。为了使上述提升客户关系管理水平的建议能够有效实施，本文在第六章中提出了实施方案的保障措施。需要公司在企业文化、组织和人力资源、风险控制等方面提供相应的保障。通过对公司企业文化的完善和服务理念的提升，做好文化理念保障；通过组织结构的完善和人力资源管理水平的提升，做好组织和人力资源保障；通过对绩效考核方案的控制和风险事件产生后危机公关预案的提出，做好风险控制保障。在论文的最后，作者对全文进行总结，引出本文的结论。在当前的经济形势下，华泰证券和整个证券行业都面临着新的机遇和挑战，而客户的重要性也得到了行业和更多企业的重视和认可，做好客户关系管理工作对于华泰证券而言是迫切而又关键的。近年来，华泰证券自身的客户关系管理水平已经取得了不错的成果，但是和优秀的券商相比仍有很多不足之处，希望本研究能够助力于华泰证券的客户关系管理，为公司发展发挥作用。 关键词：客户关系管理，证券行业，华泰证券
英文摘要：	Abstract In 2017, the world economic downturn continues, "anti-globalization" trend and protectionism are gaining ground, and this economic situation has brought great uncertainty to the economy of various countries and regions, as well as greater challenges. It is the same to enterprises, especially to financial securities industry, which is sensitive about economic policies. Targeted scientific managements new required for various enterprises in the industry to adapt to the more special and complicated economic environment. China's securities industry has made great progress in recent years. At the same time, the surge in the number of securities companies also led to more intense competitions in the industry. This complex situation requires the management of enterprises to be more scientific and more responsive, and it requires an unprecedented height of the management of customers, maximizing access to customer resources and forming enterprise competitive advantages. Meanwhile, brokerage business is traditional and core business of securities companies, which are closely related to the author's actual work. The author hopes that researches on the theme of the management of relationships between brokerage clients of securities companies can serve as a reference for the development of the companies and the industry. This paper is divided into seven parts, namely: introduction, review of relevant theories, internal and external environment analysis of Huatai Securities, current situation of customer relationship management in brokerage business of Huatai Securities, suggestions on improvement of customer relationship management, implementation guarantee of improved schemes and conclusions. The introduction in the first chapter elaborates on the research background of the paper from the perspectives of the industry, enterprises and business, and illustrates the significance of the research from environmental analysis, strategic analysis, target market analysis and customer relationship management, etc. In the process of research, in order to ensure that the study is more effective and be able to analyze and solve problems of the enterprise more deeply and accurately, methods of literature analysis, practice investigation and case analysis are employed. The overall thinking and structure of the paper: find out problems existing in the brokerage customer management of Huatai Securities via theoretical review, external environment analysis, internal environment analysis and current situation analysis, and then proposing improvement suggestions and implementation plan of improved schemes and finally drawing the conclusion. In this paper, the relevant theories are reviewed in the second chapter. This paper mainly reviews the theory of customer relationship management, and then analyzes the key points and implementation plan of customer relationship management. In terms of the customer relationship management theory, the concept, connotation and management system of customer relationship management are first reviewed, and then it is specified to effectively manage existing customers, fully develop potential customers and properly handle special customers and to finally enhance operational efficiency, develop loyal customers and promote organization adjustment and management improvement. Then, key points of customer management are reviewed, namely customer care, customer differentiation and customer loyalty, the meaning and significance of customer care, the meaning of customer differentiation and the reasons for it are specified, customer life cycle theory is added to customer loyalty in explanation and different customer loyalties in different life cycles are reviewed. Finally, implementation method of customer relationship management is reviewed from two aspects of sales team automation and business process optimization. On the basis of the theoretical review, this paper further analyzes the external environment and internal environment of Huatai Securities in the third chapter. In terms of the external environment, China Merchants Securities, CIC securities, Minsheng securities and other major competitors are introduced with their business strategies analyzed, laying a foundation for Huatai Securities to put forward more effective strategies. In terms of the internal environment, SWOT analysis method is adopted in the analysis of the advantages and disadvantages of Huatai Securities, as well as the opportunities and challenges it is faced with. Through the analysis of internal and external environments, characteristics of the company, the internal situation and the external situation are more clearly sorted out. This paper analyzes the status quo of the customer relationship management of Huatai Securities in the fourth chapter, as well as the quantity, source, nature, structure and contribution of existing customers to illustrate the current customer differentiation and classification methods of the company, and the current classification methods are optimized. The customers are divided into individual customers and institutional customers according to the customer group, and the customers are further divided into 6 major categories according to risk preferences of different customer groups. Then, research on the corresponding characteristics and requirements of customers in segment markets on the basis of customer differentiation, and the number, proportion, contribution, demand and marketing means of customers in different segment markets are analyzed and illustrated. Finally, the status quo of the customer relationship management of Huatai Securities is analyzed, the current problems are extracted and summarized and the reasons contributed to the problems are analyzed one by one. In the fifth chapter, the paper put forward the scheme of improving and perfecting customer relationship management with reference to the theories reviewed aimed at the present situation and existing problems analyzed. Remolding of the customer care system is first proposed, customer care system should be combined with enterprise strategy and adapt to customer life cycle. A customer care system with the combination of differentiated services and standardized services meeting customer needs is formed. In the next place, meticulous management of customer relationship is proposed to conduct value indexing research on customer differentiation, and analytic study is also conducted on different loyalties of customers in different life cycles. Finally, sales team automation and business process optimization are utilized to improve the level of customer relationship management. In order to ensure the implementation of the suggestions on improving the customer relationship management level, the paper our forward guarantee measures of implementing schemes in the sixth chapter. Corresponding guarantees in terms of corporate culture, organization and human resources, risk control, etc. need to be provided by the company. Cultural concept guarantee is to be managed via the improvement of the corporate culture and service concept; organization and human resource protection are to be perfected via the improvement of organizational structure and promotion of human resource management; risk control guarantee is to be improved via the control of performance appraisal plan and the proposal of crisis public relations plan after the occurrence of risk events. At the end of the paper, the author summarizes the full text, and draws the conclusion of this paper. In the current economic situation, Huatai Securities and the entire securities industry is facing new opportunities and challenges, and the importance of customers has also been recognized and paid more attention to by the industry and more enterprises; perfecting customer relationship management is also urgent and crucial for Huatai Securities. In recent years, the customer relationship management level of Huatai Securities has achieved good results, but it is not god enough compared to outstanding securities firms; I hope that this research can help with the customer relationship management of Huatai Securities and play a role in the development of the company. Keywords: customer relationship management, securities industry, Huatai Securities
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