摘要:随着我国改革开放的日益发展，证券行业作为一个新兴的行业高速发展，日趋成熟。中国的证券公司在发展的同时也面临着日益增加的来自国内和国际的双重竞争。这种竞争关系不仅仅是人员素质，市场，产品和服务的竞争，更是一种经营理念和管理模式的竞争。残酷的竞争形势使得我国的证券公司开始转变为“以客户为中心”的管理思想，提高自身服务质量，积极扩大市场占有率增加客户，进一步发展和巩固长久的客户关系，使企业在竞争中居于主动地位。

　　　本文以财达证券有限责任公司为研究对象，通过对财达客户关系管理的分析和评价，发现财达证券有限公司客户关系管理中所存在的问题。借鉴国内外企业客户关系管理的理念，技术方法，结合中国证券行业环境特点变化以及财达证券有限责任公司客户关系管理现状，采用相关理论和方法，对财达证券有限公司客户关系管理体系进行设计，明确实施客户关系管理的文化依托、组织结构再造及业务流程重构等，构建“以客户为中心”为理念的客户关系管理系统。

关键词：财达证券公司；证券；客户关系管理

Abstract:With the increasing development of China's reform and opening up The securities industry as an emerging industry, the rapid development of increasingly mature. When the China's securities companies with the development It also facing increasing both from domestic and international competition. This competition is not only the quality of personnel, markets, products and services, competition, but also a philosophy and management competition. Brutal competition in China's securities companies began making changes to "customer-centric" management ideas to improve their service quality, and actively expand its market share increase in customers, further develop and consolidate the long-term customer relationships, business living in the competition initiative.

　　　In this paper, Caida Securities CO.LTD as the research object, by Caida Securities CO.LTD customer relationship management analysis and evaluation, found that Caida Securities CO.LTD customer relationship management in the problem. Learn at home and abroad customer relationship management concept, technical approach, combined with changes in environmental characteristics of China's securities industry as well as customer relationship management Caida Securities CO.LTD status, use of relevant theories and methods, Caida Securities CO.LTD customer relationship management system design, specifically the implementation of customer relationship management culture relies on structure rebuilding and reconstruction and other business processes, build "customer center" for the concept of customer relationship management system.

Keywords:Caida Securities CO.LTD; Securities; Customer Relationship Management

　　　客户是企业发展最重要的战略资源和经营资产，客户满意度和忠诚度的高低对于企业的生存与发展具有重要意义。通过对客户关系管理策略的研究，对公司如何打造以客户为中心的客户关系管理体系，提高客户的满意度，进而提高客户的忠诚度和信任度进行研究分析。本文综合运用客户关系管理涵盖的有关理论，采用理论研究和应用相结合的方式，对河北财达证券有限公司的客户关系管理理论及其应用进行系统的考察。以期为客户提供更贴身、更个性化的咨询服务来吸引客户，同时加强投资者教育，最大限度地满足客户的需求，从客户需求满足中获取利润。在客户资产增值的前提下，扩大公司在二级市场的客户拥有量和总体购买量，提高公司在二级市场的占有率，从而提高公司的竞争力。通过客户关系管理，实现公司和客户“双赢”的局面。