证券行业经过多年发展，已经成为我国金融市场的重要组成部分。随着证券交 易佣金管制的放松，证券公司之间开展了长期的价格战。以低佣金作为产品及服务 严重同质化的行业背景下的竞争手段，导致了行业边际收益的不断下滑。证券公司 纷纷开始了对业务转型的探索，以摆脱佣金价格战的泥沼。 经过多年的探索，证券行业内的领军企业纷纷确立了以财富管理作为证券公 司的业务转型方向。以专业性的证券投资咨询服务帮助客户实现个人财富的保值 增值, 以财富管理能力作为证券公司的核心竞争力，实现差异化的竞争。 G 证券作为国内较早开始探索财富管理转型之路的证券公司之一，经过多年 的探索发展，公司整体业务转型已经颇见成效，逐渐摆脱了对证券交易佣金的收入 依赖。但是 G 证券在转型过程中呈现出了明显的区域化差异，以 G 证券 H 分公司 为代表的部分分支机构，在向财富管理转型的过程中由于客户关系管理的效率低 下，转型过程步履维艰。 通过对 G 证券 H 分公司所处市场环境和客户关系管理现状进行分析，发现 G 证券 H 分公司在客户关系管理当中存在的问题。为了改正这些问题，实现建立有 效的客户关系管理的目标，通过文献研究、同 G 证券 H 分公司员工进行访谈等研 究方法，找出导致问题发生的原因，为 G 证券 H 分公司提出客户关系管理改进措 施。并以改进组织架构、改进绩效考核等方式保障改进措施的顺利实施。 关键词：客户关系管理改进；G 证券 H 分公司；H 分公司客户关系管理哈尔滨工业大学工商管理硕士学位论文 - II - Abstract The securities industry is an important part of China’s financial market after years development. Due to the deregulation of the commission fees on securities trading, securities companies ignited a long-time vicious price war on commission fees. Under the circumstance of homogenization in securities industry, the competition strategy of low price has lowered the industry marginal revenue continually. Securities companies began their exploration of business transformation, to get rid of struggling in price war. After years of exploration, the leading companies in the securities industry have chosen the wealth management business as the new path of their securities business, by providing the professional securities investment solutions to help customers maintain and appreciate their wealth. By applying the capability of wealth management as the core- competitiveness make the differentiated competition possible. G securities company, as one of the big securities companies, which had started their business transformation to wealth management earlier than others, has achieved considerable result in business transformation, and get rid of dependent on securities trading commission. However, the regional difference has become significant of business transformation. Some regional branches such as H branch, have suffered from ineffective customer relationship management, encumber their process of business transformation. By analyzing G securities company H branch’s circumstance of local securities market and its customer relationship management, find out the problems in H branch’s customer relationship management. In order tosolve those problems and achieve the goal of establishment of efficient customer relationship management, locate the cause of problems by implementing the research technique such as literature research and interviews with employees, and propose suggestions for the improvement of customer relationshipmanagement forHbranch.Andensure the implementationofthoseproposals by measures such as optimizing organization structure. Keywords：improvement ofcustomer relationship management，G securities company H branch，H branch customer relationship management哈尔滨工业大学工商管理硕士学位论文 - III - 目 录 摘要...............................................................................................................................I ABSTRACT .....................................................................................................................II 第 1 章 绪论.................................................................................................................... 1 1.1 研究背景与问题的提出........................................................................................ 1 1.1.1 研究背景........................................................................................................ 1 1.1.2 问题的提出.................................................................................................... 2 1.2 研究目的与意义.................................................................................................... 3 1.2.1 研究的目的.................................................................................................... 3 1.2.2 研究的意义.................................................................................................... 4 1.3 客户关系管理研究现状........................................................................................ 4 1.3.1 证券行业客户关系管理研究现状................................................................ 5 1.3.2 客户关系管理改进的研究现状.................................................................... 6 1.3.3 国内外研究文献评述.................................................................................... 7 1.4 研究内容与方法.................................................................................................... 8 第 2 章 H 分公司客户关系管理现状与问题分析........................................................ 9 2.1 H 分公司的基本概况............................................................................................. 9 2.1.1 发展历程........................................................................................................ 9 2.1.2 组织架构........................................................................................................ 9 2.1.3 业务概况.......................................................................................................11 2.2 黑龙江省证券行业分析...................................................................................... 13 2.2.1 黑龙江省证券行业宏观分析...................................................................... 13 2.2.2 黑龙江省证券行业客户结构分析.............................................................. 18 2.3 H 分公司客户关系管理架构与流程................................................................... 22 2.4 存在的问题.......................................................................................................... 24 2.4.1 组织架构与客户关系管理脱节.................................................................. 24 2.4.2 不了解客户.................................................................................................. 25哈尔滨工业大学工商管理硕士学位论文 - IV - 2.4.3 不能向客户提供合适的产品...................................................................... 25 2.4.4 客户关系管理流程混乱.............................................................................. 26 2.4.5 营销支持体系缺失...................................................................................... 26 2.5 问题成因分析...................................................................................................... 27 2.5.1 经营理念落后.............................................................................................. 27 2.5.2 没有充分利用信息系统优势...................................................................... 28 2.5.3 客户没有进行准确分类.............................................................................. 28 2.5.4 岗位职责不清晰.......................................................................................... 29 2.5.5 员工利益冲突.............................................................................................. 29 2.6 本章小结.............................................................................................................. 30 第 3 章 H 分公司客户关系管理改进措施.................................................................. 31 3.1 H 分公司客户关系管理改进的原则与目标....................................................... 31 3.2 建立以客户关系管理为核心的组织架构.......................................................... 31 3.2.1 财富管理部负责客