The Application Of Data Warehouse Oriented Securities Customer Relationship Management

With the competition in the securities business become more and more severity, all the stockjobber want to use the CRM(Costumers Relationship Management, CRM) to maintain his costumers relationship and improve his company's competitive ability, at the same time, all the stockjobber have already accumulated lots of costumers data, and the computer technology, such as data warehouse and data mining technology have development better, which become the base for the stockjobber to construct the CRM system . Under this background, a data warehouse which is oriented the securities CRM is established in this paper, the CRM system and function, the data mining technology is also mentioned. At last, some data and analysis result is provided to prove the system mentioned in this paper is correct and effective。The following contents is studied in the paper.(1) the theory of data warehouse, which includes the concept, the construct, the data structure of data warehouse, and the data mining theory;(2)the design of stockjobber's data warehouse. the step of constructing a data warehouse which oriented to the stockjobber's CRM system, the constructing and model designing of stockjobber's data warehouse, the realization technology and the steps of data transacting of data warehouse is mentioned in this section;(3) the realization of stockjobber's data warehouse. In this section, the character of securities data is analyzed, the model design and physics realization of data warehouse is introduced, and the effect of CRM system is also referred in this section, this proved that the data warehouse system which based on the securities CRM can provided lot's profits to securities enterprise.