摘要
近年来，受多种因素影响，再加上新冠疫情蔓延的缘故，全球经济整体呈现下行
趋势，证券行业的市场竞争愈发激烈。以往中国证券行业在市场地位的竞争中主要看
重的是同类产品和服务，但并没有注重客户的差异化服务需求，导致客户的满意度严
重低下。在加大经济发展力度的过程中，证券企业若想迎合市场发展下去必须以提升
增长点为终极目标，基于此，证券企业需要将经营模式的主体进行转换，无论是理论
研究学者，还是企业家，均认为提升客户满意度是促使证券企业资源优化的必经途径，
只有得到了客户的认可，才能使企业在市场中的竞争地位提升上来。
本文以广发证券石家庄营业部为研究对象，运用文献综述法、问卷调查法、统计
分析法等方法，对其进行了一系列剖析工作，阐述了该营业部客户管理的基本情况，
在此基础上，深入分析了该营业部在客户管理方面存在的突出问题及产生的内在原
因。针对上述问题及内在原因，提出了优化客户管理结构、提高客户信任度的相关对
策和建议，并对石家庄营业部实施客户信任管理后客户信任度的现状进行了问卷调查
等研究方法进行了论证分析，结合广发证券石家庄营业部客户管理工作取得的显著进
展，说明了所采取的措施科学有效。实行有效的客户关系满意度管理，能使广发证券
公司石家庄营业部从以客户为中心的观念转变为以客户为中心的观念，能实现服务内
容和方式的转变，同时也能明显增强其核心竞争力。
本文整理出了有关客户满意度的国内外研究，以此为借鉴在国内证券公司中应
用，并对办理证券业务的客户满意度进行细致分析，以实际案例为基础，构建符合基
本情况的客户满意度评价模型，将各种因素进行分类，以对各因素对客户满意度的影
响程度进行排序。这是本文的一大亮点，以期能够帮助证券企业提升客户满意度，促
使证券企业在市场竞争中取得更大优势。
关键字：广发证券；客户关系管理；满意度
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ABSTRACT
In recent years, due to various factors and the spread of COVID-19, the global
economy has shown a downward trend, and the market competition in the securities
industry has become increasingly fierce. In the competition for market position in the past,
China's securities industry mainly focused on similar products and services, but did not pay
attention to the differentiated service needs of customers, resulting in a serious low
customer satisfaction. In the process of increasing economic development, the securities
companies to cater to the market development must be to enhance the growth point for the
ultimate goal, based on this, the body of the securities companies need to business model
transformation, both theoretical research scholars, entrepreneurs, that improving customer
satisfaction is the only way to make stock enterprise resource optimization, only got the
customer approval, In order to promote the competitive position of the enterprise in the
market.
Taking the Shijiazhuang Business Department of GF Securities as the research object,
this paper makes a series of analysis on it by using the methods of literature review,
questionnaire survey and statistical analysis, expounds the basic situation of the customer
management of the business department, and deeply analyzes the prominent problems and
internal causes in the customer management of the business department. In view of the
above problems and internal reasons, this paper puts forward relevant countermeasures and
suggestions to optimize the customer management structure and improve the customer trust,
and demonstrates and analyzes the research methods such as questionnaire survey on the
current situation of customer trust after the implementation of customer trust management
in Shijiazhuang business department. Combined with the remarkable progress made in the
customer management of GF Securities Shijiazhuang business department, It shows that the
measures taken are scientific and effective. The implementation of effective customer
relationship satisfaction management can change the Shijiazhuang Business Department of
GF Securities Company from a customer-centered concept to a customer-centered concept,
realize the change of service content and mode, and significantly enhance its core
competitiveness.
This article unscrambles the domestic and foreign research about customer satisfaction,
as a reference for application in the domestic securities companies, and a detailed analysis
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to deal with securities business customer satisfaction, based on the actual case,
conforms to the basic situation of the customer satisfaction evaluation model was
constructed, the classification for the various factors, to the influence degree of various
factors on the customer satisfaction. This is one of the highlights of this paper, in order to
help securities enterprises improve customer satisfaction and promote securities enterprises
to obtain greater advantages in the market competition.
KEYWORDS:GF Securities Customer relationship management Satisfaction
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