Research On Customer Relationship Management Of Securities Brokerage In Northeast Securities Company

2016 has become a significant watershed in the development of China's securities industry.After that,various businesses related to the securities industry have experienced various sluggish phenomena.Among them,the biggest impact on the development prospects is the brokerage business procedures.The income of the fee,so the securities company is constantly innovating brokerage business and services to develop mixed operations.More and more securities companies are now aware of the importance of expanding their market share and stabilizing brokerage revenue.Customer relationship management plays a vital role in improving the service level of brokerage business.The level of customer relationship management directly affects whether securities companies can gain competitive advantage in differentiated competition.Therefore,the securities company gradually establishes a scientific and perfect customer grading system,and develops a development strategy based on customer needs,in order to reshape the company's market position.This paper will study the customer service capabilities of securities companies' brokerage business through customer relationship management theory,consult relevant papers,books,journals and other literatures,establish theoretical research foundation,and take Northeast Securities Co.,Ltd.as the research object,and its brokerage business customers.The relationship management content is analyzed and discussed in depth.In the process of analysis,first of all,we visited the company's internal brokerage business personnel and relevant middle and senior management personnel to understand the management methods and development status of Northeast Securities customers.Secondly,through collecting data according to the company,it summarizes the problems that may exist in the customer relationship management of the Northeast securities brokerage business.Among them,the most prominent performance is that the brokerage business customer classification management is not systematic enough,the positioning of the brokerage business customer is not clear enough,and the brokerage business customer satisfaction is satisfied.The problem is not high.Finally,the KAISM matrix and KANO model are used to analyze the development direction of the customer relationship management of the Northeast securities brokerage business,and propose a targeted solution for the future development of the Northeast securities brokerage business and the management of various customer relationships.Based on the theory of customer relationship theory,customer hierarchical management theory,customer information identification and selection theory,customer satisfaction analysis theory,etc.,combined with the actual situation of Northeast Securities,this paper guides Northeast Securities to directly improve customer perception of value.The way to promote it to become a precise customer,thereby further transforming the Northeast securities brokerage business and improving the core competitiveness of related companies.