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攻读硕士学位人员学位论文CRM理论在我国A类证券公司的运用姓名：学号：院系：专业：导师姓名：二Ｏ一四年五月版权声明任何收存和保管本论文各种版本的单位和个人，未经本论文作者同意，不得将本论文转借他人，亦不得随意复制、抄录、拍照或以任何方式传播。否则，引起有碍作者著作权之问题，将可能承担法律责任。CRM理论在我国A类证券公司的运用摘要近年来随着我国证券市场的逐步完善和发展，经济形势走向衰退，A类证券公司之间的竞争日趋激烈，证券公司由以前的“高、大、上”,变成利润日趋微薄，回归到一般企业的本质，如何走出目前证券公司的困境，提高收入和利润，也成为目前证券界亟需解决的问题。客户资源也从以前的姜太公钓鱼愿者上钩，变成研究客户、服务客户，从而提升证券公司的收入和利润。笔者根据自身从事证券业二十一年的切身经历，结合自身实践和客户关系理论研究，提出来CRM理论在我国A类证券公司的运用探析，抛砖引玉。全文共分为五个部分:第一部分，从行文的缘起和目的、行文的构架两个方面展开，指出了客户关系管理理论（CRM）对于作为中国证券市场重要组成部分的A类证券公司的重要意义。针对全文的架构做了逻辑上的诠释。第二部分：通过SCP理论研究分析中国证券市场A类证券公司现状以及改革对策。分别从理论基础、市场结构、市场行为、市场绩效、现状等几个方面具体阐述。解析中国A类证券公司现状，从证券行业背景分析、A类证券公司各业务面临巨大挑战两个方面展开解析，表明导入客户关系管理理论对于中国A类证券公司具有极为重要的现实意义。第三部分：客户关系管理（CRM）理论的概念以及在西方证券公司的运用，首先对客户关系管理的发展做出详细的诠释。并对北美客户关系管理现状调研进行分析，总结出国外经验对我公司建立全新客户管理模式的启示。第四部分：CRM的优势以及在我国A类证券公司中的运用。结合我国证券公司的现状和西方的同行的案例提出在我国A类证券公司的具体运用。第五部分：结束语，对全文做了一些补充性的整理工作。关键词：CRM,证券市场,SCP研究分析,市场营销,A类证券公司TheCRMtheoryintheuseofclassAsecuritiescompanyinChinaGuopeng(EMBAProgramme)SupervisedbyKongyingAbstractWiththegradualimprovementanddevelopmentofChina'ssecuritiesmarketinrecentyears,competitionbetweenclassAsecuritiescompaniesisbecomingincreasinglyfierce.Securitiescompaniesbecomeincreasinglysmallprofitsfromthehigh,big,upReturntothenatureofgeneralenterprises.Howtostepoutofthedilemmasofthesecuritiesfirm,increaserevenueandprofit,alsobecometheproblemthatsecuritiesneedstosolve.Customerresourcesfromprevioustrollsmayalsotakethebait,intoresearchthecustomers,servicecustomers,Inordertoimprovethesecuritiescompany’srevenuesandprofits.Theauthorisengagedinthesecuritiesindustrytwenty-oneyears,Basedonpracticeandtheresearchofcustomerrelationship,CarryouttheCRMtheoryintheuseofclassAsecuritiescompanyinChinaandAnalysisthetheoryoftheCRM,serveasamodestspurtoinducesomeonetocomeforwardwithhisvaluablecontributions.Thefulltextisdividedintofiveparts:Thefirstpart,fromtheoriginandpurposeoflanguage,theframeworkoflanguage,thetwoaspectspointedouttheimportanceofcustomerrelationshipmanagementasanimportantpartofChina'ssecuritiesmarket,securitiescompanies.Minutesalogicalinterpretationofthestructureofthefulltext.PartII:ThroughtheSCPtheoryanalysisofclassAsecuritiescompanystatusquoandthereformcountermeasuresofinChina'ssecuritiesmarket.Respectively,itspecificallyaddressedfromatheoreticalbasis,marketbehavior,marketconduct,marketperformance，thestatusquoandsoon.AnalysisofthecurrentsituationofclassAsecuritiescompany.AnalysisofthesecuritiesindustrybackgroundandthechallengesthatclassAsecuritiescompanyfacing,provedthatImportthecustomerrelationshipmanagement(CRM)theoryforChineseclassAsecuritiesareveryimportant.PartIII:Theconceptofcustomerrelationshipmanagement(CRM)theoryandtheuseofthesecuritiescompaniesinthewest.Firstofallmakedetailedexplanationtothedevelopmentofcustomerrelationshipmanagement(CRM).Andresearchanalysisaboutthepresentsituationofcustomerrelationshipmanagement(CRM)ofNorthAmerica.Summeduptheforeignexperiencetoourcompanytoestablishnewcustomermanagementmode.PartIV:TheadvantageofCRMandtheapplicationofCRMinclassAsecuritiescompanyinChina.CombiningwiththestatusquoofChinesesecuritiescompaniesandthecaseofwesterncounterparts,theCRMisputforwardintheuseofclassAsecuritiescompanyinChina.PartV:Conclusion,addingsomefinishingworktothepaper.Keywords:CRM,securitiesmarket,SCPstudyofthesecuritiesmarket,marketing,thestatusquoofsecuritiescompanies目录第一部分序言......................................................11.1研究背景........................................................................................................................11.2研究意义........................................................................................................................21.3研究内容及方法............................................................................................................3第二部分..........................................................42.1我国证券市场现状解析................................................................................................42.2客户关系管理存在不足、证券公司各业务面临巨大挑战......................................142.3向综合金融服务转型..................................................................................................202.4提高研究所水平、做好客户服务支持......................................................................212.5SWOT分析....................................................................................................................22第三部分.........................................................253.1客户关系管理（CRM）的基本概念............................................................................253.2CRM的研究发展..........................................................................................................263.3有关北美客户关系管理的研究..................................................................................283.4国外经验对我国公司建立全新客户管理模式的启示.............................................29第四部分.........................................................314.1CRM在A类券商的应用以及优势..............................................................................314.2A类证券公司客户关系管理的相关建议及对策........................................................32第五部分