当前证券行业内的产品存在着较为严重的同质化问题，因此，良好的客户关系管理便成了证券公司持续提升市场份额、扩大竞争力的重要方式。同时，证券行业从传统的以“资金为中心”逐渐过渡到“以客户为中心”的经营理念也使得证券企业必须加强客户关系管理，从而实现企业的可持续发展。A证券B分公司经过多年的发展虽取得了一定的成绩，但近年来受市场环境竞争等诸多因素的影响，A证券B分公司还需要加强客户关系管理将满足客户需求为中心作为经营理念，通过不断地提升客户服务水平提高客户满意程度，最终帮助A证券B分公司建立一定的市场口碑。

本文立足客户关系管理的相关理论，采用文献分析法、问卷调查法、数据分析法等研究方法，结合理论基础整理A证券B分公司客户关系管理的现状；通过问卷调查、数据分析等方式发现A证券B分公司客户关系管理的问题及原因，针对性地提出A证券B分公司个人客户关系管理的优化对策。

本文从客户分层管理、客户开发管理、客户维护管理、客户退出管理4个角度设计了本文的调查问卷，通过问卷调查和实际评价得出A证券B分公司个人客户关系管理中的客户开发管理的问题最大，其次分别是客户维护管理、客户分层管理和客户退出管理；主要问题为：客户分层管理不科学、客户开发中的精准化营销不足、客户维护管理中的业务闭环尚未形成和客户退出后的满意度下降四点问题；问题的原因为：缺乏对客户分层的精准研判、轻视营销开发中的客户生命周期管理和挖掘、对客户服务创新不足和缺乏对客户关系管理的退出维护四点。本文明确A证券B分公司个人客户关系管理优化目标和原则的基础上，从基于用户画像科学设计客户的分层管理、加强客户开发中的精准营销、构建CRM数字化的客户维护管理业务闭环和深度挖掘客户退出管理的重点工作四个角度提出A证券B分公司个人客户关系管理的对策。

At present, there are serious homogenization problems of products in the securities industry. Therefore, good customer relationship management has become an important way for securities companies to continuously improve their market share and expand their competitiveness. At the same time, the securities industry gradually transition from the traditional "capital-centered" to the "customer-centered" business philosophy also makes the securities enterprises must strengthen the customer relationship management, so as to realize the sustainable development of enterprises. A securities B branch after years of development has made certain achievements, but in recent years by the market environment competition, and many other factors, A securities B branch also need to strengthen customer relationship management will meet customer needs as the center as the business idea, by constantly improve customer service level to improve customer satisfaction, eventually help A securities B branch to establish A certain market reputation.

Based on the relevant theories of customer relationship management, this paper adopts the research methods of literature analysis, questionnaire survey and data analysis, sorts out the current situation of customer relationship management of A Securities B Branch, finds the problems and causes of A securities B Branch through questionnaire survey and data analysis, and proposes the optimization countermeasures of individual customer relationship management of A Securities B Branch.

This paper designed the questionnaire from customer hierarchical management, customer development management, customer maintenance management and customer exit management, Through questionnaire survey and actual evaluation, the biggest problem in customer development management in A Securities B Branch, The second is customer maintenance management, customer hierarchical management and customer exit management; The main problems are as follows: unscientific customer stratification management, insufficient precision marketing in customer development, the business closed loop in customer maintenance and management has not been formed, and the decline of customer satisfaction after withdrawal; The reasons for the problem are four points: lack of accurate evaluation of customer stratification, neglect of customer lifecycle management and mining in marketing development, lack of customer service innovation and lack of exit maintenance of customer relationship management. At the end of this article in clear A securities B branch individual customer relationship management optimization objectives and principles on the basis of, from the user portrait based on scientific design of hierarchical management, strengthen the precision of customer development marketing, build CRM digital customer maintenance management business closed loop and deep mining the focus of the customer exit management four angles A securities B branch personal customer relationship management countermeasures.

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