3.1.2 G证券 G分公司组织架构.......21
3.1.3 G证券 G分公司人员架构.......22
3.2 G证券 G分公司客户关系管理现状.........23
3.2.1 G证券 G分公司客户规模及结构.........23
3.2.2 G证券 G分公司客户关系管理概述.....23
3.3 G证券 G分公司客户满意度及服务需求调查分析......25
3.3.1调查对象.............25
3.3.2问卷设计.............26
3.3.3问卷调查与处理...............26
3.3.4问卷结果分析............27
3.4 G证券 G分公司客户关系管理存在的问题...........32
3.4.1服务效率及精细化程度不高.........32
3.4.2客户细分方式单一...........33
3.4.3客户满意度不高...............34
4数字经济时代 G证券 G分公司客户关系管理优化措施.......35
4.1基于客户关系生命周期的客户关系管理优化方案.....35
4.1.1考察期：内容运营，吸引流量............35
4.1.2形成期：多维触达，提高活跃度........37
4.1.3稳定期：洞察需求，提高满意度........38
4.1.4退化期：异议处理，修复客户关系...........39
4.2优化方案实施保障措施..............40
4.2.1组织及人员架构调整..............40
4.2.2客户关系管理流程规范..........41
4.2.3人员培训.............41
5总结与展望.................43
5.1总结..................43
5.2不足与展望.............44
致谢............... 45
参考文献.................. 46
附录：G证券 G分公司客户满意度及服务需求调查问卷........49
II
摘要
我国已进入数字经济时代，各行各业都在进行数字经济与产业经济的融合，
金融科技作为数字技术应用于金融行业的主要方式，已成为近年来推动证券行业
在数字经济时代快速发展的主要驱动力，金融科技的运用改变了客户服务的可及
性。与此同时，全国居民人均可支配收入的逐年递增，在“房住不炒”的政策主
基调下，居民理财观念逐渐转变，对股票、基金等金融产品的投资需求明显增加，
这给证券行业带来了新的机遇和挑战。在此背景下， G证券 G分公司也受到了
数字经济浪潮的冲击，其亟需借助数字技术和金融科技的应用，优化客户关系管
理的模式，提高客户服务质量及客户满意度，势在必行。
本研究以 G证券 G分公司为研究对象，基于客户关系生命周期、客户细分、
客户满意等理论；运用文献研究法、问卷调查法及统计分析法对 G证券 G分公
司客户关系管理的现状进行分析，经过数据检验发现其存在服务效率及精细化程
度不高、客户细分方式单一、客户满意度不高等问题。针对以上问题，本文基于
客户关系生命周期提出优化方案，考察期通过内容运营、精准营销吸引有效流量，
将其引入分类流量池集中运营转化；形成期通过多维触达养成客户习惯，提高客
户活跃度；稳定期通过洞察客户需求提供个性化服务，提高客户满意度；退化期
通过系统预警及时联系客户处理异议问题，努力修复客户关系。从组织及人员架
构调整、客户关系管理流程规范及人员培训三方面制定优化方案实施保障措施。
本论文研究结论不仅能为 G证券 G分公司应对数字经济时代的挑战、优化客户
关系管理、提高客户满意度、形成客户忠诚提供理论指导，并对其他证券公司具
有实践借鉴意义。
关键词：客户关系管理，数字经济，金融科技，客户关系生命周期
分类号：F274
III
Abstract
China has entered the digital economy era. All walks of life are merging the digital economy
with the industrial economy. As the main way of applying digital technology to the financial
industry, financial science and technology have become the main driving force to promote the
rapid development of the securities industry in the digital economy era in recent years. The use of
Financial Science and technology has changed the accessibility of customer service. At the same
time, the per capita disposable income of the nationwide residents is increasing year by year.
Under the policy keynote of "housing is not stir-frying", the residents' concept of financial
management has gradually changed, and the investment demand for financial products such as
stocks and funds has increased significantly, which brings new opportunities and challenges to the
securities industry. Under this background, G Securities G Branch is also affected by the wave of
digital economy, and it is imperative to optimize the model of customer relationship management
and improve customer service quality and customer satisfaction with the application of digital
technology and financial technology.
This study takes G Securities G Branch as the research object, based on the theories of
customer relationship life cycle, customer segmentation, customer satisfaction, etc. And analyzed
the current situation of customer relationship management in G Securities G Branch by using
literature research, Questionnaire survey, and statistical analysis. After data inspection, it was
found that there are problems such as low service efficiency and refinement, single customer
segmentation method, and low customer satisfaction. In view of the above problems, this paper
proposes an optimization scheme based on the customer relationship life cycle, draws effective
traffic through content operation and accurate marketing, and introduces it into the centralized
operation transformation of classified traffic pool during the inspection period. Customer habits
are formed through multi-dimensional touch to improve customer activity during the formation
period. The stability period provides personalized services through insight into customer needs to
improve customer satisfaction; Degradation period tries to repair customer relationships by
contacting customers to handle objection issues through systematic early warning. From three
aspects, organization and personnel structure adjustment, customer relationship management
process specificationand personneltraining, formulate optimizationplan andimplement
safeguards. The research conclusions of this paper can not only provide theoretical guidance for G
Securities G Branch to cope with the challenges of the digital economy era, optimize customer
relationship management, improve customer satisfaction and form customer loyalty, but also
provide practical reference for other securities companies.
Key words:Customerrelationship management,Digital economy,Financial technology,
Customer relationship life cycle
Classification number: F274
IV