基于知识的CRM在网上证券交易中的应用研究

Researches on the Application of Knowledge-based CRM in Online Stock Trade

由于证券经纪商在开展网上交易后由提供交易中介黑箱服务转向提供以知识产品为主的咨询服务 ,其客户关系管理也相应需要体现知识服务企业的特征。本文提出证券商应开展基于知识的客户关系管理 ,并分析了其内容、模式、流程、作用。

With the development of electronic commerce,the stock brokers are facing a change from providing trade intermediary black box service to providing consulting service mainly based on knowledge products.Therefore,their Customer Relationship Management(CRM)also needs to embody the characteristics of a knowledge service firm.This article suggests that the stock brokers should develop knowledge based CRM,and it gives an analysis of the content,model,process,function,steps and key points of knowledge based CRM.