Research On CRM In Stockjobber's Business

The stock trade is now experiencing a deeply reform and the stockjobber is also facing great challenges. To develop stockjobber brokage and enhance the stockjobber's core competence, 3-layered of differentiation and customer relationship management are suggested by the thesis.The thesis firstly focuses on the relationship among the customization quality of stockjobber's, customer satisfaction and the profit of stockjobber. The conclusion that the stockjobber can get high customization quality, high customer satisfaction and rich profit by enforcing E-business and customization service and at the aid of customer interaction center(CIC), is drawn by building their corresponding model and using quantitative and qualitative method. The result what I got is a complementarity to the relative research of Fornell. Secondly, the thesis focuses on the customer lifetime value(CLV) particularly. Through reviewing the literature of relative research, I found the sticking point of the method before. Then building the back-propagation algorithm based on artificial neural network together with the customer asset market value, the function quality and technique quality of the stockjobber, the customer investment preference and factor of stock being the import items, the custmer lifetime value is calculated and predicted. Using BP algorithm, I also found the relationship between the service quality of stockjobber and CLV.Lastly, the CRM framework of stockjobber is given based on the results upwards. Which is differentiating its brokage supported by CIC , differentiating its mangement based on CLV and differentiating its service according to customers' investment preference and rebuilding its brokage flow using information flow. At the end of the thesis, the issue must be paid attention to when enforcing CRM strategy and the corresponding organization structure of the stockjobber's brokage unit are put forward .