MBA教育中心知识库

摘 要

当前，随着我国金融制度的深化改革，证券行业的竞争程度日趋激烈，为了抢夺存量市场争夺客户，各证券公司均落眼于客户关系管理，引入客户关系管理方法，优化企业的客户关系管理。而作为直面客户的财富中心，在当前经济高质量发展的趋势下，需要改变传统经济业务模式的经营思路，从原来的“以资金为中心”思维转变为“以客户为中心”思维。客户作为财富中心最宝贵的战略资源，需要证券公司实行客户关系管理，并不断优化相关制度建设，提升高价值客户的服务体验。同时，应充分利用客户系统平台数据，深度挖掘分析客户实际需求，通过为客户提供差异化、个性化的服务，满足客户需求，以此提升客户的满意度与忠诚度，强化客户黏性，减少客户流失，为证券公司财富中心创造稳定的收入。

财富中心是当前客户关系管理的重要部门，对于证券公司的可持续发展有着重要的作用。本研究以华龙证券为例，通过对相关研究现状进行总结分析，对企业财富中心客户关系管理进行基本介绍，以调查问卷的形式系统调研当前企业财富中心客户关系管理存在的问题，结合实际深入分析其原因，并针对性提出对策建议。具体结论如下：当前研究企业客户关系管理存在着财富中心客户分类不合理、产品不符合客户需求、客户关系管理系统利用不充分以及客户开发与维护无竞争优势等问题；其引因包括认知与理念不到位、支持与保障不健全、培训体系不够完善以及管理系统不够先进等。在深入分析以上问题原因的基础上，本次研究针对以上问题提出了合理进行客户分类、以客户需求为导向设计产品、建立健全客户关系管理信息系统、培养客户开发与维护竞争等对策措施。

关键词：财富中心 客户关系管理 财富管理 优化

Abstract

At present, with the deepening reform of my country's financial system, the degree of competition in the securities industry has become increasingly fierce. In order to compete for customers in the stock market, various securities companies are focusing on customer relationship management, introducing customer relationship management methods, and optimizing corporate customer relationship management. As a wealth center that faces customers directly, under the current trend of high-quality economic development, it is necessary to change the business thinking of traditional economic business models from the original "fund-centric" thinking to "customer-centric" thinking. As the most valuable strategic resource of wealth centers, customers need securities companies to implement customer relationship management and continuously optimize the construction of related systems to enhance the service experience of high-value customers. At the same time, it should make full use of the customer system platform data, in-depth mining and analysis of the actual needs of customers, by providing customers with differentiated and personalized services to meet customer needs, so as to enhance customer satisfaction and loyalty, strengthen customer stickiness, and reduce The loss of customers creates stable income for the wealth center of securities companies.

The wealth center is an important department of current customer relationship management and plays an important role in the sustainable development of securities companies. This study takes Hualong Securities as an example, through a summary and analysis of relevant research status, a basic introduction to customer relationship management in corporate wealth centers, a systematic survey of current corporate wealth center customer relationship management problems in the form of questionnaires, and an in-depth analysis based on actual conditions. The reasons are and countermeasures are proposed. The specific conclusions are as follows: The current research on corporate customer relationship management has problems such as unreasonable classification of wealth center customers, products that do not meet customer needs, insufficient utilization of customer relationship management systems, and lack of competitive advantage in customer development and maintenance; the causes include cognition and The concept is not in place, the support and guarantee are not perfect, the training system is not perfect, and the management system is not advanced enough. On the basis of in-depth analysis of the causes of the above problems, this research puts forward countermeasures such as reasonable customer classification, customer demand-oriented design products, establishment and improvement of customer relationship management information systems, cultivation of customer development and maintenance of competition.

Key Words：wealth center; customer relationship management; wealth management;optimize