摘要
随着证券行业浮动佣金制的实施，证券业已结束暴利时代。监管层对证券公司业务
创新的推动，对业内兼并收购等业务的支持，使得前几年完成了综合规范治理的证券行
业在拥有越来越多发展机遇的同时，也面临着来自行业内外的激烈竞争。同时，在服务
营销的发展趋势下，越来越多的证券公司认识到证券行业作为一项服务业，客户和产品
是决定成败的关键。建立“以客户为中心”的营销服务体系，实行客户关系管理已经成
为全行业的共识。客户是证券公司最为宝贵的战略资源。客户关系管理是证券公司进行
客户资源的一种有效手段。证券公司结合优越的管理策略和先进的信息技术，旨在通过
机构重构和业务流程重组等手段实现对客户信息资源的有效整合，解析客户价值，挖掘
潜在的客户资源，最终实现利润最大化的目标

本文在阐述国内外研究现状及 GX 证券公司 H 营业部客户关系管理相关理论的基础
上，明确了本文的研究思路和研究方法；通过对 GX 证券公司 H 营业部的基本情况、组
织机构以及管理模式的介绍，从体系和功能结构上对 GX 证券公司 H 营业部客户关系管
理现状进行了分析，明确了 GX 证券公司 H 营业部的客户关系管理目前存在的问题；针
对存在的问题，从客户细分、标准化服务流程等方面提出了改善 GX 证券公司 H 营业部
客户关系管理的对策建议，并完善 H 营业部客户关系管理的保障措施

GX 证券公司是国内较具代表性的券商公司。论文通过对 GX 证券公司 H 营业部客
户关系管理的分析和研究，提出了具有一定可操作性的客户关系管理方案，具有一定的
代表性。论文的研究成果对全国其他证券公司客户关系管理的进一步优化和改进，也具
有一定的参考价值

关 键 词：证券公司；营业部；客户关系管理；保障体系
研究类型：应用研究Subject : Research on Customer Relationship Management of GX
Company H Business Department
Specialty : Master of BusinessAdministration
Name : Lihui (Signature)
Instructor : Wang xinhong (Signature)
ABSTRACT
With the floating commission of securities business，the excessive profit of securities
business has end up .Regulators&39; encouragement in innovation of securities business, mergers
and acquisitions in securities industry, is urging the securities industry, which completed
comprehensive regulation in these years, to have both of many development opportunity and
fierce competition from the industry inside and outside. Under the development of
marketing, more and more securities companies realize that the customers and products is
critical in service industry. It has become the industry consensus to establish a
customer-centered marketing service system to manage customer relationship. Customers
are the most valuable strategic resources of the securities companies. Customer relationship
management is one of the most effective ways to the customer resource management of
securities companies. On the basis of superior management strategies and advanced
information technology, to achieve effective integration of customer information resource by
reconstructing organization and reengineering business process, the value of customers are
analyzed to improve their satisfaction, and new customer resources are tapped. Eventually the
aim of maximize profits of securities companies is achieved.
Basing on the description of the relevant theoretical research status at home and abroad
of GX securities company customer relationship management H business department, we clear
the research ideas and research methods; Introducing the basic situation of GX securities
company H Business Department of the organization and management mode, from the system
and function structure of customer GX securities business H department relationship
management, we analyze existing customer relationship management GX securities business
H department of the problem; In view of the existing problems, from customer segmentation,
standardized service process and put forward suggestions to improve the GX securities
business department H customer relationship management, customer and improve security
measures H business relationship management.GX securities company is a representative company in China. Basing on the analysis and
Research on the customer relationship management of GX company H business department,
this paper puts forward a feasible customer relationship management scheme, which has
certain representativeness. The research results of this paper have some reference value for the
further optimization and improvement of customer relationship management of other securities
companies in China.
Keywords : Securities company; Business department;Customer relationshipManagement;
guarantee system
Thesis : Application Research目录
I
目 录
1 绪论.....1
1.1 研究背景..........1
1.2 研究目的和意义..........2
1.2.1 研究目的...........2
1.2.2 研究意义...........2
1.3 国内外研究现状..........3
1.3.1 国外研究现状...3
1.3.2 国内研究现状...5
1.3.3 研究述评...........6
1.4 研究的内容、方法和路径......7
1.4.1 研究内容...........7
1.4.2 研究方法...........7
1.4.3 研究路径...........8
2 相关理论综述...........10
2.1 客户关系管理理论的起源与发展....10
2.2 客户关系管理概述....10
2.2.1 客户关系管理的定义.11
2.2.2 基于顾客价值的客户关系管理.........11
2.2.3 客户关系管理的作用.12
2.3 客户关系管理的内容13
3 GX 证券公司 H 营业部客户关系管理现状及存在的问题 15
3.1 GX 证券公司 H 营业部概述.15
3.1.1 基本情况.........15
3.1.2 组织结构.........15
3.1.3 H 营业部业务管理模式..........1
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