1 摘要 随着市场经济的不断变革，世界经济格局亦有了相应的改变，基于该一情形， 我们国家证券行业面临着全新的发展机遇，大企业的管理变得日益完善，企业间 的业务竞争变得日渐白热化。同时他们的竞争是包含多种层面的，既涉及到常见 的证券产品销售等产品跟服务层面的，亦涉及到了资源以及客户的角逐等层面。 事实上，企业展开业务运行的过程中，均具有其特有的客户资源，然而此类客户 资源并非始终稳固的。所以，在跟别的企业角逐的时候，最关键的一点便在于确 保客户关系方面，由此实现对客户资源高校科学的管理。基于竞争思想该一前提， 首要的便是将重点放置于客户资源层面，由此脱离过去单单注重业务份额的状 况。此举的根源在于对证券产品企业而言，唯有确保客户资源方可进一步确保其 长久稳固的发展。 国泰君安现下已然变成了一个极具系统性的证券公司，当下确立了客户至上 的运行观念，然而进行业务实操的时候该理念的体现还是极为有限的，往往在服 务办理以及业务开展的时候没能充分考量有关的细节，员工对客户细分并不清 晰，缺乏对 客户的深入了解，客户管理系统不完善，忽视客户关系管理与业务 流程的协调性。本论文里面，首先笔者借助于文献法重点探讨了证券客户关系方 面的知识，同时借助于相关的理论与知识就里面存有的问题提出专业性的、实施 度较高的建设性建议，然后在对国泰君安进行具体探讨的时候，经由定性探讨方 式，进一步掌握客户管理的现有状况与方式，并且现场走访了企业里的有关人员， 相关的中高层管理人员，给予本探讨相应的理论奠基，经由定量分析法整合企业 有关的数据，加以分析与统计，探索适用于证券公司的客户关系管理的具体模式， 通过这些相关方法的分析从而发现其中的不完善之处。在一系列的调查中了解， 目前证券企业主要存在的不完善体现在服务理念没有落实、客户资源管理不完善 和人力资源体系不具备系统性等方面。 由于货币政策和金融监管的一步步紧缩，在疾风骤雨般的紧密政策量抽离， 证券代理公司的运行有着更大的压力。对于企业而言，客户关系维护俨然变成了 至为关键的一个要素，证券产品代理公司想要长久稳固的发展，势必要调整以往 产品至上的运行观念，进一步增强其客户管理与服务以此增进自身的竞争能力， 慢慢地过渡至客户至上的理念。证券产品企业当下已然具备了一个逐步成熟的客 户管理机制，可是因为客户身份的逐步改变，他们的关注点亦在慢慢增多，所以 客户关系管理事宜上逐步出现了这样那样的状况，所以笔者以国泰君安为目标案 例，就其客户关系管理的现有状况加以探讨，由此发现这里面的不足与问题，然 后基于此给予针对性的策略建议。 国泰君安证券公司客户关系管理研究 2 关键词：国泰君安；客户关系管理；客户关系维护 摘要 3 Abstract In the changing market economy, the global economic pattern has also changed. In the face of this situation, the domestic securities industry has a new opportunity for development, and the management of major enterprises has begun to improve, and the competition between enterprises has become more intense. And its competition involves many aspects, in addition to the general securities product sales and other services and product competition, but also reflected in the competition for customer resources and other resources. In fact, with the development of business, enterprises will have their own customer resources, but this kind of customer resources is not always stable. Therefore, when competing with other enterprises, its core is to maintain customer relationship, so as to achieve scientific and reasonable customer resource management. Based on the idea of competition, first of all, we need to focus on customer resources, so as to get rid of the limitation of only focusing on business share in the past. This is also because the most important factor for securities enterprises to ensure sustainable development comes from customer resources. Guotai Junan has developed into a systematic securities company. At present, it has determined the business philosophy of taking customers as the core. However, this concept has not been fully reflected in the actual implementation of the business. It often ignores some details when carrying out business and handling services. Employees are not clear about customer segmentation and lack of in-depth understanding of customers, Customer management system is not perfect, ignoring the coordination of customer relationship management and business process. In this paper, the first step, we focus on the theory of securities customer relationship through literature survey, and use the relevant customer relationship management theory to put forward professional and high degree of implementation of constructive suggestions. Then, in the actual exploration of Guotai Junan, through the qualitative research method, we have a deep understanding of the customer management mode and the development status. At the same time, we have field interviews with the company's internal personnel and relevant middle and senior management 国泰君安证券公司客户关系管理研究 4 personnel to provide sufficient theoretical basis for the research, Through the analysis of these related methods, we can find the imperfections. In a series of investigations, we know that the main imperfections of securities enterprises are that the service concept is not implemented, the customer resource management is not perfect and the human resource system is not systematic. With the continuous tightening of financial supervision and monetary policy, the development of securities agency enterprises is facing more severe challenges. Customer relationship maintenance has gradually become an important factor for enterprises. If securities product agency enterprises want to achieve sustainable development, they need to change the past product centered business philosophy, improve the comprehensive competitiveness of enterprises by continuously optimizing customer service and customer management, and gradually realize the transformation of customer-centered. At present, the securities products company has established a set of constantly improving customer management system, but with the continuous change of customer identity, the scope of customers' attention is gradually expanding, so customer relationship management is constantly facing various new problems. Therefore, this paper will analyze the current situation of Guotai Junan's customer relationship management, so as to find out the existing problems, And puts forward the Countermeasures for Guotai Junan's customer relationship management problems. Key-words:Guotai Junan; customer relationship management; customer relationship maintenance 目录 5 目录 摘要................................................................ 1 Abstract............................................................ 3 1 绪论............................................................. 7 1.1 研究背景................................................... 7 1.2 本文研究的意义和目的....................................... 8 1.2.1 研究的目的........................................... 8 1.2.2 研究的意义........................................... 8 1.3 文献综述................................................... 8 1.3.1 国外探讨概述......................................... 8 1.3.2 国内研究综述......................................... 9 1.4 研究思路与研究内容........................................ 11 1.4.1 研究思路............................................ 11 1.4.2 研究内容............................................ 11 2 相关概念及理论基础.............................................. 12 2.1 客户关系及其客户关系管理................................... 12 2.1.1 客户关系............................................. 12 2.1.2 客户关系管理......................................... 12 2.1.3 客户关系管理功效..................................... 12 2.2证券公司的客户关系 ......................................... 14 2.2.1证券公司的客户关系 ................................... 14 2.2.2证券公司的客户关系管理 ............................... 15 2.3客户关系对证券企业的功效 ................................... 15 3 国泰君安证券公司客户关系管理现状................................ 17 3.1 公司的基本情况............................................ 17 3.2 客户关系管理现状及措施.................................... 17 3.2.1 客户细分............................................ 19 3.2.2 客户办理业务流程.................................... 21 3.2.3 客户回访.........