【作者】 张英杰；

【导师】 丁志国；

【作者基本信息】 吉林大学 ， 工商管理硕士（专业学位）， 2023， 硕士

【摘要】 近些年,证券公司在行业内竞争逐步进入关键期,其根本原因实则为我国资本市场的规范性日益提高和证券市场的不断放开,因为以上两种原因导致证券市场中行业竞争不断加剧。在客户流失、通道业务利润持续下降的情况下,证券公司不断升级,并抛弃过去较为粗放型的管理方式,打造以客户为核心的服务理念并构建一个服务平台,并且要对客户进行分级、分级、精细的管理,为客户提供一个全面的、全面的、有价值的、具有重要意义的服务模型。平安证券股份有限公司是一家在国内正式注册设立的股份制综合类券商,在资本市场迅速发展的背景下依托综合金融优势,整体业务也在快速而稳健地发展,平安证券吉林分公司根植于吉林市场,以服务客户需求为核心,同时创建了客户关系管理体系,有效提升了对客户的服务质量,并一定程度上满足了营销队伍的业务诉求。但在业务不断开展并壮大时期,客户关系管理与业务的协调性的矛盾不断凸显。新《证券法》中明确提出了保护投资者利益的法律条款,要求证券公司充分发挥其适合度匹配的功能,为投资者提供全方位的投资服务,包括证券投资和信息服务,这一切都要建立在对客户充分了解的基础上,对客户的风险容忍度、投资偏好作出准确的评估。此外,还需强化客户隐私数据的安全性,并针对客户的个人信息进行保护,以防止客户的个人信息泄露。因此,如何优化当前客户关系管理体系是分公司后续发展的重要问题。本文通过理论分析和实际分析相联合的方式,对平安证券吉林分公司的客户关系管理现状及问题展开研究。通过对目前管理系统的问题分析,发现平安证券吉林分公司客户关系管理其中,最突出的问题是员工管理系统和信息化水平技能不均衡,顾客服务质量参差不齐、顾客流失率较高三项问题。为了能够切实提高客户服务的效果,让客户的服务得到真正的改善,针对这些问题,本文提出了几项优化改进措施,主要内容有:对客户关系管理系统的功能进行完善,提升其智能化水平,对客户分类进行提升,实现分层维护,构建并健全标准化的客户服务流程,强化团队建设,提升客户服务能力。同时,并针对上述改善措施,制定了相应的保护措施。更多还原

【Abstract】 In recent years,the competition of securities companies in the industry has gradually entered a critical period.The fundamental reason is that China’s capital market is increasingly standardized and the securities market is constantly liberalized.The above two reasons increase the competition of customer share in the securities market.In the context of customer loss and the continuous reduction of channel business profits,securities companies abandon the extensive management model,establish a customer-centric service concept and service platform,and achieve customer classification,layering and refined management,providing customers with comprehensive wealth preservation and value-added services,which is of great significance.Ping An Securities Co.,Ltd.is a joint-stock comprehensive securities company officially registered and established in China.With the rapid development of the capital market,relying on comprehensive financial advantages,the overall business is also developing rapidly and steadily.Ping An Securities Jilin Branch is rooted in the Jilin market,taking serving customer needs as the core,and has also created a customer relationship management system,effectively improving the quality of service to customers,And to some extent,it meets the business demands of the marketing team.However,during the period of continuous development and expansion of business,the contradiction between customer relationship management and business coordination has become increasingly prominent.In the context of the investor rights protection system of the new Securities Law,the matching of investors’ suitability is particularly critical.It requires securities companies to build on the understanding of customers when selling investment securities and providing relevant information services to investors.Therefore,how to optimize the current customer relationship management system is an important issue for the branch’s subsequent development.This paper studies the current situation and problems of customer relationship management of Ping An Securities Jilin Branch through the combination of theoretical analysis and practical analysis.Through the analysis of the problems in the current management system,it is found that the customer relationship management of Ping An Securities Jilin Branch mainly has problems in personnel management system and information technology,customer service quality and efficiency,customer loss,etc.In order to effectively improve the effect of customer service and bring about changes in customer experience,this paper proposes several optimization and improvement measures and measures to guarantee: improve the function of customer relationship management system to improve intelligence,improve the refinement of customer classification to achieve hierarchical maintenance,establish and improve standardized customer service processes,strengthen team building to improve customer service capabilities,and implement relevant guarantee mechanisms for the above improvement measures.更多还原