如今的证券市场同质化竞争十分激烈，各大证券公司在维持已有客户的同时， 都在通过提高自身的管理能力和服务能力来扩展新的客户。而大客户作为证券公 司盈利的主要客源，是证券业主要利润的贡献者和重要战略资源，有助于促进证 券公司经营和可持续发展。因此，证券公司大客户的管理、开发和维护等工作对 于证券业的发展起着非常重要的作用，有助于提高大客户的收益贡献度、服务满 意度和企业忠诚度，研究大客户管理的提升方案对于融信证券日后的长久发展具 有深远的意义。 本文首先介绍研究背景，然后明确界定了大客户管理的相关概念，简要总结 和回顾了国内外大客户管理相关理论,为后面的研究奠定一定的理论基础。其次 详细分析了融信证券目前的发展环境和自身的资源状况，并对大客户管理现状从 业务发展、服务、管理队伍以及大客户系统建设上分析，总结了目前融信证券大 客户管理存在的问题。其问题主要根源在以下四个方面：缺乏以客户为导向的组 织结构、缺乏大客户管理人才、缺乏与大客户管理匹配的薪酬激励制度、企业信 息管理能力薄弱。并在此基础上，结合本人多年的证券公司工作经历，通过问卷 调查的方式深入研究融信证券的大客户管理，从内部员工和外部客户两个角度总 结目前融信证券存在的问题及成因，随后针对上述研究提出了融信证券大客户管 理提升思路和具体的提升实施方案，具体包括建立和维护大客户管理关系、建立 客户经理管理体系与客户识别系统、完善客户关系管理系统等。 融信证券虽然是业内排名靠前的券商，但其中内部也存在着许多管理和制度 上的漏洞，正是这些原因阻碍了融信证券大客户管理能力的再提升。文中对其目 前面临的形势作了一个全面的剖析，更加了解融信证券大客户的发展情况，提出 解决目前出现的客户管理问题的方法和途径。本文希望通过融信证券的大客户管 理提升研究，对其他证券公司的大客户管理提供借鉴。 关键词：证券公司，融信证券，客户关系管理，大客户管理II RESEARCH ON THE PROMOTION OF KEY CUSTOMER MANAGEMENT OF RONG XIN SECURITIES Abstract Nowadays, the competition of homogenization of the securities market is very fierce. while maintaining the existing customers, the major securities companies are expanding their new customers by improving their management and service capabilities.As the main source of profits of securities companies, large customers have made great contributions to the profits of the securities industry, and are the important strategic resources of securities companies and the guarantee of sustainable development. Therefore, it is very important for the development of securities industry to strengthen the management of major clients, develop and maintain the resources of major clients, and improve the income contribution, service satisfaction and enterprise loyalty of large clients to securities companies. Therefore, it is of far-reaching significance to study the promotion scheme of major customer management for the long-term development of Rongxin Securities in the future. This paper first introduces the research background of this paper, then clearly defines the related concepts of large customer management, briefly summarizes and reviews the related theories of major customer management at home and abroad, and lays a certain theoretical foundation for the following research. Secondly, it analyzes in detail the current development environment and its own resource situation of Rongxin Securities, and analyzes the present situation of major customer management from the aspects of business development, service, management team and the construction of large customer system. This paper summarizes the problems existing in the management of large clients of Rongxin Securities at present.The problems are mainly manifested in the following four aspects: Lack of customer-oriented organization structure, lack of key account management talent, lack of compensation incentive system matching with the key account management, and the weak ability of enterprise information management.And on this basis, combined with my many yearsIII of working experience in securities companies, through a questionnaire survey in-depth study of the major customer management of Rongxin Securities, from the customer and Rongxin Securities two angles to summarize the existing problems and causes of Rongxin Securities, Then, in view of the above research, this paper puts forward the idea of improving the management of the major clients of Rongxin Securities and the concrete implementation scheme of the promotion. It includes updating the concept of major customer management, establishing customer manager management system and customer identification system and perfecting customer relationship management system. Although Rongxin Securities is one of the top securities firms in the industry, there are also many management and institutional loopholes in it. it is precisely these reasons that hinder the further improvement of the management ability of Rongxin Securities' major clients.And this paper makes a comprehensive analysis of the current situation, more understanding of the development of large customers of Rongxin Securities, and puts forward the methods and ways to solve the current customer management problems. This paper hopes to provide reference for other securities companies through the study of the promotion of large customer management of Rongxin Securities. Keywords: securities company, customer relationship management, big customer managementIV 目 录 中文摘要.................................................I Abstract................................................II 第一章 绪论 ..............................................1 1.1 研究背景....................................................1 1.1.1 宏观环境................................................1 1.1.2 微观环境................................................1 1.2 研究意义....................................................2 1.2.1 理论意义................................................2 1.2.2 实践意义................................................2 1.3 研究内容和方法..............................................3 1.3.1 研究内容................................................3 1.3.2 研究方法................................................4 第二章 客户关系管理的相关理论 ............................6 2.1 相关概念界定................................................6 2.1.1 大客户..................................................6 2.1.2 客户关系管理（CRM）.....................................6 2.2 大客户管理相关研究..........................................7 2.3 客户关系管理研究............................................8 2.3.1 客户关系管理的主要观点..................................8 2.3.2 客户关系管理的类型.....................................10 2.3.3 客户关系管理的内容.....................................10 第三章 融信证券大客户管理现状分析 .......................13 3.1 外部环境对大客户管理提出的挑战.............................13 3.1.1 宏观环境分析...........................................13V 3.1.2 产业分析...............................................14 3.2 融信证券大客户管理的内在条件...............................15 3.2.1 融信证券公司简介.......................................15 3.2.2 融信证券公司资源分析...................................16 3.2.3 融信证券公司能力分析...................................16 3.3 融信证券大客户管理现状.....................................18 3.3.1 大客户管理制度和架构...................................18 3.3.2 大客户服务现状.........................................20 第四章 融信证券大客户管理的实证研究 .....................23 4.1 大客户管理问卷调查设计和实施...............................23 4.1.1 大客户管理问卷调查的设计...............................23 4.1.2 大客户管理问卷调查的实施...............................23 4.2 大客户管理问卷调查结果分析.................................28 4.2.1 客户管理的认知水平.....................................28 4.2.2 客户管理的服务满意度...................................29 4.2.3 客户管理的方式手段.....................................30 4.2.4 客户管理的综合素质满意度...............................32 4.3 大客户管理问题及成因讨论...................................33 4.3.1 缺乏以客户为导向的组织结构.............................33 4.3.2 缺乏大客户管理人才.....................................34 4.3.3 缺乏与大客户管理匹配的薪酬激励制度.....................35 4.3.4 企业信息管理能力薄弱...................................35 第五章 融信证券大客户管理提升思路和实施 .................37 5.1 大客户管理提升思路.........................................37 5.1.1 大客户管理提升原则.....................................37 5.1.2 大客户管理提升目标.....................................37VI 5.1.3 大客户管理提升步骤.....................................38 5.2 大客户管理提升实施方案.....................................39 5.2.1 落实和执行企业使命与企业文化...........................39 5.2.2 建立和维护大客户管理关系...............................40 5.2.3 建立客户经理管理体系以及客户识别系统...................41 5.2.4 完善客户关系管理系统...................................42 5.3 大客户管理提升保障.........................................44 5.3.1 资源保障...............................................44 5.3.2 组织保障...............................................44 5.3.3 思想和技术保障.........................................45 5.3.4 企业文化保障...........................................46 5.3.5 客户信息基础数据保障...................................46 第六章 结论和展望 .......................................48 6.1 研究结论...................................................48 6.1.1 论文回顾...............................................48 6.1.2 论文结论...............................................48 6.2 研究展望...................................................49 6.2.1 研究局限...............................................49 6.2.2 研究展望...............................................49