摘 要
如今世界经济的全球化以及互联网技术的飞速发展，使当前局势快速进入到了互联网经济的时代。在此大背景下，我国证券公司之间的竞争也变得日益白热。特别是我国逐渐开放金融领域市场后，大量国外金融机构进入到我国，使得我国国内证券公司面临着巨大的内外双重竞争压力。证券公司间的竞争的根本还是对客户的争夺。因此，证券公司若想有良好的发展，就应在开发新客户，维系好老客户。优秀的客户关系管理，能够降低企业维系和开发客户的成本，减少企业与客户的交易成本。证券行业也是如此，作为证券公司营销客户和服务客户所依托的基础，客户关系管理的优劣，直接影响着公司营销客户和服务客户的效率。
本文第一章绪论部分主要交代本文的研究背景与意义，以及介绍国内外证券公司有关以大数据为依托的客户关系管理系统的研究现状，并阐述本论文的研究内容与研究方法。
第二章主要介绍证券行业从信息化开始到逐渐搭建客户关系管理系统的发展历程，以及证券行业的客户关系管理系统应用现状，以及介绍随着近些年大数据技术的发展，证券公司纷纷将大数据技术与大数据理念融入到客户关系管理系统的发展趋势。
第三章以案例分析的方式剖析了恒泰证券公司的整个客户关系管理系统的结构、内容以及理念等。首先对恒泰证券公司的基本情况及客户行为信息管理现状入手，并以恒泰证券公司的大数据化客户关系管理系统建设过程中的遇到的问题及分析，并详细地对每一个问题进行分析。
第四章提出几点恒泰证券公司如何建立以大数据技术为依托的客户关系管理系统进行策略步骤建议。随后重点给出四个能使恒泰证券公司充分发挥大数据技术的客户关系管理系统的建设性策略，在大数据技术的基础上大力开发客户关系管理系统的高附加值服务内容。
本文旨在通过对以恒泰证券公司为代表的国内证券公司客户关系管理系统的应用研究，提高中国证券公司对客户的服务水平，进而提高证券公司客户的满意度与忠诚度，最终提高我国证券公司的核心价值。为了更好地适应如今证券市场的竞争环境和公司业务发展的需要，恒泰证券公司的客户关系管理系统，仍需要不断地改进。如今大数据技术飞速发展，作为以互联网为依托的恒泰证券公司客户关系管理系统，自然有着得天独厚的借助优势。借助大数据技术，恒泰证券公司客户关系管理系统可以深度挖掘客户数据，并对客户进行细分以及跟细分所对应的相关服务应用。而以大数据技术为依托的客户关系管理系统主要包括两部分：客户基础信息数据的采集完善、以及在此基础上对客户数据分析。客户信息数据管理，是客户关系管理系统成败的基础和关键。
关键词：
大数据，证券公司，客户关系管理
Abstract
Now the world economy globalization and the rapid development of Internettechnology, fast into the current situation in the era of Internet economy. In this bigbackground, the competition among securities companies in China is also becomingincreasingly white heat. Especially after our country gradually open the financial sectormarket, a large number of foreign financial institutions to enter China, making China'sdomestic securities companies face huge inside and outside the double pressure ofcompetition. The competition between the securities company the fundamental of thescramble for customers. A securities company to have a good development, therefore, shouldbe in the development of new customers, maintain old customers. A good customerrelationship management, can reduce the cost of enterprises to maintain and developcustomer, reduce the transaction cost of enterprises and the customers. The securitiesindustry, too, as securities company marketing and customer service customers relying onthe basis of, customer relationship management （CRM）， a direct impact on the efficiency ofcompany marketing and customer service customers. This paper argues that China'ssecurities companies to competition and financial powers of securities companies even rival,so customer relationship management system based on the technology of big data will be thedefault choice. Customer relationship management （CRM） is the earliest is put forward byGartner group advanced management concept, it is a kind of aims to improve the newmanagement system of the relationship between businesses and their customers, that canprovide quality services to attract and keep more customers. [current based on big datatechnology application of customer relationship management system in the financial industryof developed countries have a certain effect, and gradually become mainstream. In this paper,with some foreign securities companies by big data technology makes the concept ofcustomer relationship management （CRM） effect of the improved experience, fine divisionof similar customer groups and each group of similarity analysis common businesscharacteristics of the group, which have effect of targeted services for them, in order toenhance the core competitiveness of the company. A good customer relationshipmanagement, is to be able to help securities companies to maintain and develop customer toreduce costs, improve the efficiency of the securities company services clients. Therefore, asa securities company in various business processes of the operating system, customerrelationship management （CRM）， a direct impact on the quality of the company's marketingand customer service customer, even the relationship between the rise and fall of the wholecompany.
This article first chapter is the introduction part mainly stated the research backgroundand significance of this article, and introduces the domestic and foreign securities companiesbased on the data of the research status of customer relationship management （CRM） system,and explains the research contents and research methods of this paper.
The second chapter mainly introduces the securities industry from informatization togradually set up the development of customer relationship management （CRM） system, aswell as the securities industry customer relationship management （CRM） system, the statusquo of the application and is introduced with the development of the technology of data inrecent years, the securities companies will be big data technology and the concept of largedata into the trend of the development of customer relationship management （CRM） system.
In the third chapter, this paper analyzes the hengtai securities companies in the form ofcase analysis of the structure, content of customer relationship management （CRM） systemand idea. First to hengtai securities company's basic situation and current situation ofinformation management, customer behavior and to hengtai securities company's largedigital customer relationship management system construction and the problems encounteredin the process of analysis, and a detailed analysis of each question.
The fourth chapter first to undertake the analysis of several problems in the previouschapter, and how to solve these problems put forward several hengtai securities companyestablished by technology of the large data of customer relationship management （CRM）system for strategy steps suggestion. Then mainly four makes hengtai securities companiesgive full play to the big data technology the constructive strategy, customer relationshipmanagement system on the basis of the big data technology to develop customer relationshipmanagement system of high value-added service content.
This paper aims to Hengtai securities company as the representative of domesticsecurities companies, research and application of the customer relationship management（CRM） system to improve China's securities companies to the customer service level, andimprove the securities company customer satisfaction and loyalty, and ultimately improvingthe core value of the securities company in China. Now in order to better adapt to the stockmarket competition environment and the needs of the development of company, Hengtaisecurities company customer relationship management （CRM） system, still need tocontinuously improve. Now the big data technology rapid development, as based on InternetHengtai securities company customer relationship management （CRM） systems, nature has aunique advantage. Using big data technology, Hengtai securities companies can deepexcavating customer data, customer relationship management （CRM） system and thecustomer segmentation and with subdivision of the related service application. And bytechnology of the large data of customer relationship management system mainly includestwo parts: client base information data collection and perfect, and on the basis of theanalysis of customer data. Customer information data management, customer relationshipmanagement （CRM） system is the base and key of success.
Keywords:
Big data, Securities company, Customer relationship management
目 录
第 1 章 绪论
1.1 研究背景及意义
1.1.1 研究背景
1.1.2 研究意义
1.2 国内外研究现状
1.3 研究内容与方法
1.3.1 研究内容
1.3.2 研究方法
第 2 章 证劵行业客户关系管理现状及趋势
2.1 证劵行业信息化现状
2.2 证券行业客户关系管理系统应用现状
2.3 证券行业客户关系管理大数据运用趋势
第 3 章 恒泰证券公司客户关系管理的建设现状及问题分析
3.1 恒泰证劵公司基本情况
3.2 恒泰证劵公司客户关系管理系统
3.3 恒泰证劵公司对客户关系管理系统的应用
3.4 恒泰证劵公司客户关系管理建设中的问题
3.4.1 客户关系管理大数据化的战略目标不明确
3.4.2 大数据技术未能与客户关系管理系统有机结合
3.4.3 未能形成有效的大数据分析系统
3.4.4 缺少对客户行为的大数据分析
第 4 章 恒泰证劵公司客户关系管理的大数据建设策略
4.1 恒泰证劵公司客户关系管理大数据应用的战略
4.1.1 建立完善的精细化客户大数据库
4.1.2 对相似客户群体的特征分析
4.1.3 对客户进行个性化服务需求推送
4.1.4 建立投资者理财交互系统
4.2 明确大数据提升客户关系管理系统的战略目标
4.2.1 建立公司应用大数据提升客户关系管理系统的总体目标
4.2.2 细化大数据提升客户关系管理系统业务目标
4.3 建立客户关系管理行为分析模型
第 5 章 结 论
5.1 主要结论
5.2 研究展望
参考文献
致 谢
