【作者】 孙胜男；

【导师】 曲红敏；

【作者基本信息】 大连理工大学 ， 工商管理（专业学位）， 2025， 硕士

【摘要】 证券产业在我国经济发展中发挥着多维度的重要作用,其中最主要的作用就是通过资本市场直接融资,为实体经济提供资金支持,并促进资源向先进制造业、绿色经济等战略性产业倾斜。因此,我国政府十分重视证券产业的发展,特别是在目前经济下行压力下,我国政府出台了一系列优惠政策来促进我国证券产业的发展。但是,与此同时,证券产业的竞争也变得越来越激烈,这样一些劵商特别是一些中小劵商为了在竞争中取胜,越来越重视客户管理。大连招商证券自成立以来就非常重视客户管理,并在客户管理上取得了一定的成效,但还存在一些不足。因此,本论文就是针对这些不足研究大连招商证券如何更好地实施客户管理。本论文是一篇案例论文,并依据案例论文规范性写法逻辑构建了本论文整体结构。在绪论中,在案例研究设计环节详细阐述了本案例论文是如何构建成文的。在案例正文中,介绍了企业背景和行业背景,特别是对大连招商证券客户管理现状系统性阐述基础上,以真实发生故事的形式展示了大连招商证券在客户管理上出现的危机。在案例分析中,在介绍客户管理相关理论基础上,提出了造成大连招商证券客户管理出现危机的原因。最后,在管理解决方案设计与实施中,特别地针对管理危机出现的原因提出了适宜的解决方案的设计,包括重视新客户并增加新客户开发渠道、对中等规模的老客户制定客户忠诚度规划以及对高价值的老客户实施价值管理。通过本论文的系统研究特别是提出的有理论依据的客户管理解决方案,能引起大连招商证券管理层的重视,重新审视企业如何更好地管理客户,并在今后的企业实践中认真对待新客户、重视老客户特别是高价值的老客户,从而使大连招商证券在未来客户管理上进入到一个全新的发展阶段。更多还原

【Abstract】 The securities industry plays a multi-dimensional and significant role in China’s economic development.The most important role is to directly raise funds through the capital market,providing financial support for the real economy and promoting the allocation of resources to strategic industries such as advanced manufacturing and green economy.Therefore,the Chinese government attaches great importance to the development of the securities industry.Especially under the current downward pressure on the economy,the Chinese government has introduced a series of preferential policies to promote the development of the securities industry in China.However,at the same time,the competition in the securities industry has become increasingly fierce.As a result,some securities firms,especially small and medium-sized ones,are increasingly emphasizing customer management in order to win in the competition.Dalian China Merchants Securities has always attached great importance to customer management since its establishment and has achieved certain results in this regard.However,there are still some shortcomings.Therefore,this thesis aims to study how Dalian Merchants Securities can better implement customer management in light of these shortcomings.This thesis is a case study paper,and its overall structure is logically constructed in accordance with the norms of case study papers.In the introduction,it elaborates in detail on how this case study paper was structured.In the main body of the case study,the background of the enterprise and the industry background are introduced,especially a systematic elaboration on the current situation of customer management of Dalian China Merchants Securities.Then,in the form of a real story,the crisis in customer management of Dalian China Merchants Securities is presented.In the case analysis,based on the introduction of relevant theories of customer management,the causes of the crisis in customer management of Dalian China Merchants Securities are proposed.Finally,in the design and implementation of management solutions,special attention is paid to the causes of the management crisis,and appropriate solutions are designed,including attaching importance to new customers and increasing new customer development channels,formulating customer loyalty plans for medium-sized old customers,and implementing value management for high-value old customers.Through the systematic research presented in this paper,particularly the theoretically grounded customer management solutions proposed,it is hoped that this study will draw significant attention from the management of Dalian China Merchants Securities.This should prompt them to re-examine how the enterprise can optimize client management practices.Moving forward in corporate operations,we recommend adopting a conscientious approach towards new client acquisition while placing heightened emphasis on maintaining existing clients-especially those demonstrating high value.Such strategic focus will ultimately propel Dalian China Merchants Securities into an entirely new developmental phase of customer relationship management,establishing advanced operational paradigms for future client stewardship.更多还原