论证券业客户关系管理(CRM)系统的构架与建设

当前,在金融市场开放和金融体制改革的背景下,中国的证券业既面临着来自国外同行的挑战,更面临着混业经营带来的来自国内银行、保险业的竞争。而竞争的焦点是对客户的争夺。能否维持良好的客户关系、保持客户的忠诚,将直接关系到企业的生存和发展。而客户关系管理(CustomerRelationshipManagement,CRM)系统则为证券企业创造客户价值、发展忠诚客户提供了有力的技术支持。本文结合证券业的特点,对证券企业CRM系统的构架与建设问题进行了探讨。

Structure and Construction of the Customer Relationship Management (CRM) System of Securities Industry

In the present situation of opening the financial market to the world and reforming the financial system, Chinese securities industry is faced with not only the challenge from the same trade in foreign countries, but also the competition from domestic banking and insurance sectors caused by the mixed trade management. The focus of the competition is to contend for the customers. Whether to maintain a good relationship with the customers and keep the customer loyalty or not, will directly affect the existence and development of a securities company. The customer relationship management (CRM) system can provide strong technical support for securities companies to create customer value and develop loyal customers. This paper makes a discussion on the problem of structure and construction of the CRM system of the securities company in the light of the characteristics of securities industry.