The Research Of Galaxy Securities Company Shanghai Headquarters For Strategy Of CRM Implementation

The commission fluctuation system reform and more than five-year bear markets make for the domestic securities business falling into the mire of losing money overwhelmingly, which means the sudden and huge profits time of the securities industry had thoroughly finished. Under such background, having experienced primitive accumulation and the development for more than 10 years, the domestic securities is occupying a sudden reforming time of the strategy, the organization, the service,the technique and the profit pattern. The customer resources, especially those of high quality, to which the domestic securities have paid more attention, will have the extremely vital significance to the future survival and development of those companies. The customer, the true God, has become the focus of the competition. It is know to all that those who own a large number of excellent customers will be able to stand in the superior position in the intense market competition. Therefore, how to develop the customer resources and maintain the relatively stable customer group and how to win the bigger market share and broader market prospect have become the key problems to the survival and development of those securities companies.The CRM pattern which takes the customer as the central will not only provides some attitude to solve these problems, but also provide the realistic choice for our Chinese securities business to win the competition. The CRM initiative management idea— "take the customer as central", which means using individual service of " one to one" to hold the high-quality customer and to enhance their loyalty .starts to receive intense attention, and has become the focus of the securities business transform as well. It's an important strategic decision for those securities business to judge whether or not to implement the CRM idea systematically.The author unifies EMBA knowledge in this article and utilizes the CRM...