上海金融
上海金融
상해금융
Shanghai Finance
2011年
11期
80~83
,共null页
证券行业 券商客户 客户积分 积分管理
證券行業 券商客戶 客戶積分 積分管理
증권행업 권상객호 객호적분 적분관리
Securities Industry; Brokerage Customer; Reward Point; Reward Point Management
目前证券行业竞争日趋激烈,营业部数量的骤增以及服务模式严重同质化,导致佣金快速下滑。整合现有资源,创新服务产品,实施差异化服务以保持其核心竞争力,从而有效保持客户的稳定性和忠诚度,是证券公司面临的重要研究课题。本文在深入研究券商客户特点和服务方式的基础上,设计了客户积分模型,探讨此模型在券商行业的应用,进一步论证积分模型的应用效果,在阻止佣金下滑、提升市场份额方面发挥了重要作用。
目前證券行業競爭日趨激烈,營業部數量的驟增以及服務模式嚴重同質化,導緻傭金快速下滑。整閤現有資源,創新服務產品,實施差異化服務以保持其覈心競爭力,從而有效保持客戶的穩定性和忠誠度,是證券公司麵臨的重要研究課題。本文在深入研究券商客戶特點和服務方式的基礎上,設計瞭客戶積分模型,探討此模型在券商行業的應用,進一步論證積分模型的應用效果,在阻止傭金下滑、提升市場份額方麵髮揮瞭重要作用。
목전증권행업경쟁일추격렬,영업부수량적취증이급복무모식엄중동질화,도치용금쾌속하활。정합현유자원,창신복무산품,실시차이화복무이보지기핵심경쟁력,종이유효보지객호적은정성화충성도,시증권공사면림적중요연구과제。본문재심입연구권상객호특점화복무방식적기출상,설계료객호적분모형,탐토차모형재권상행업적응용,진일보론증적분모형적응용효과,재조지용금하활、제승시장빈액방면발휘료중요작용。
Currently the securities industry becomes more and more competitive.The sudden increase in business department and serious homogenization of service patterns cause rapid decline in commissions.How to maintain the stability and loyalty of customers,which requires integrating extant resources,innovating new products and providing differentiated services,is a great challenge confronting securities companies.On the basis of studying customer characteristics and services patterns,the article designs customer reward point model and investigates possible applications of this model in the securities industry.It further demonstrates the effect of reward point model in preventing commissions from declining and improving market shares.
