摘 要
在我国加入 WTO 以后，中国的证券市场除了国内多家证券公司相互竞争外，
外资证券公司也逐渐加入中国资本市场，导致中国本地证券市场的竞争越来越激
烈。在这种环境下，国内证券公司纷纷转变经营理念，强调“以客户为中心”，关
注客户的需求，提供适合投资者的产品和服务，提升客户的满意度，与客户建立
长期稳定的关系，最终与客户一道在资本市场做到共赢共发展。

因此，通过对证券公司客户关系管理进行研究，其意义在于可以客观地评价
客户的满意度，更好地了解客户的需求，并从客户需求角度去开发、设计和创新
金融产品，提升产品和服务质量，及时调整营销策略，促进公司的投入与产出效
果，避免资源的浪费，最终提高公司的投资回报率。

论文对 W 证券公司的客户满意度进行了研究。首先，对 W 证券公司的客户关
系现状进行分析，其次运用客户满意度的相关理论和模型，构建 W 证券公司的客
户满意度指数模型和测评指标体系，然后设计调查问卷对客户进行测评，并对测
评结果进行定性和定量分析，最后，对 W 证券公司客户满意度影响较大的指标提
出改进的建议。

关键词：证券公司，客户满意度，客户需求，公司竞争力
ABSTRACT
After China's accession to the WTO, foreign security companies have began to
compete with domestic securities companies in the capital market of China. Therefore,
the local security companies are now facing increasingly fierce competition in the
securities market. China's security companies have to change their management
philosophy in the competitive environment, emphasizing customer-centric
management，focusing on customer’s needs，providing suitable products and services
for investors，enhancing customer satisfaction，and establishing a long-term and stable
relationship with customers, thus to achieve win-win and common development of
security companies and their customers in the capital markets.
Therefore， through the study on customer relationship management of security
companies，to evaluate the index of customer satisfaction objectively，the better
understanding of customers' needs and demand can be achieved. Then, develop, design
and innovate the new financial products from the customer's point of view，improve
product and service quality，timely adjust marketing strategy to promote the effect of the
input and output of the company in order to avoid the waste of resources，finally
ultimately improve the company's return on investment.
The customer satisfaction of W securities companies is the research content of this
paper. Authors analyzed the current status of the W security company's customer
relationship. Based on relative customer satisfaction theories and index model, author
built the customer satisfaction index model and evaluation index system for W Security
Company. Then, the questionnaires were designed, and the customers of W Security
Company were surveyed. The survey results were analyzed by the method of qualitative
analysis and quantitative analysis. Finally, the authors put forward suggestions for
improvement of the worst indicators of the customer satisfaction of W Security
Company.
Key words：Security company，customer satisfaction index，customer demand，
company competitiveness