摘要
北京是我国主要的证券市场之一。近年来,随着我国经济持续、高速增长,北京证券业取得了长足的发展,北京地区证券业客户数量稳步提高,客户群体不断壮大,形成了以客户经理模式、经纪人模式、投资顾问团队模式、服务产品化模式为主的营销模式。北京证券业各营销模式相互交叉,共生共存,专业性、服务性逐步提高,能初步根据客户需要,提供一定的个性化服务。但其营销模式创新能力仍显不足,证券营业机构原有营销模式难以适应证券市场发展的要求,证券业营销模式创新已经成为北京地区证券营业机构需要重点考虑的问题。为推动北京证券业营销模式创新,应重视客户关系管理理论在证券营销领域的应用,以客户为中心,充分发挥客户关系管理与维护在证券业客户营销领域的应用,通过客户分类方法创新、市场地位与营销模式匹配、客户维护载体创新,积极进行证券业营销模式创新。
The security market in Beijing is one of the main players in China＇s security market.In recent years,with China＇s sustainable and rapid economic growth,we have made great achievement in the security industry in Beijing,such as the increasing number of customer.And a special pattern of marketing has been shaped in terms of customer manager,broker,investment consultant and service productization.Though the specialization and service of different kinds of marketing patterns is now being improved,capacity for innovation in marketing pattern is still very weak.So innovation in marketing pattern in Beijing＇s security industry is one of the important issues we have to consider.To promote this kind of innovation,we should pay more attention to the application of the theory of customer relationship management to the filed of security marketing,take the customers as the core,give full play to the role of customer relationship management and maintaining in security marketing and carry out innovation in security marketing pattern with the help of innovation in customer classification,the match between market position and marketing pattern and innovation in the carrier of customer maintaining.
出处
《中国流通经济》
CSSCI
北大核心
2011年第2期81-85,共5页
China Business and Market
基金
北京市教委2009年度人文社科面上项目"北京地区证券营销模式创新研究"(项目编号:SM200900001002)的研究成果之一
关键词
证券业
营销模式
客户关系管理
securities industry
marketing model
customer relationship management
