The Research Of Relationship Marketing Applicaition In Shenzhou Securities Brokerage

This paper makes theoretical probe and concludes practical experience on a basis of the reform of Shenzhou Security Co. under the crisis of brokerage. The author works for Shenzhou Security Co. for many years and deeply understands its problems and ills. Fortunately, the author was appointed to implement CRM project in the company. As this project deals with every aspects of the company, the author participates in putting forward the proposal of brokerage reform, designing the new system and model, implement the project. This paper is the conclusion, review and outlook of his work during this period.This paper firstly analyzes the brokerage competition in the domestic security circle. Then the author forecasts the trend of future domestic brokerage according to the development of overseas brokerage for the reference. At the same time, the paper introduced the related theories of strategic management. Moreover, the author emphasizes on the relationship marketing, including its development history, theories, systems and insurance. Secondly, this paper describes the difficulties of brokerage in Shenzhou Security Co., analyze its internal cause, criticize its strategy, and put forward the future development of brokerage in Shenzhou Security Co.Next comes to analyze and explore the execution model of execution backbone or layer, take model of participation role in the theory of relationship marketing, deconstruct of the model, and put forward the new system of brokerage under the direction of the CRM-based relationship marketing.Currently, the reform in Shenzhou Securities Co. has begun and made achievement. The reorganization of company structure has been over. Relationship Marketing has been promoted in all stock exchange offices. Shenzhou Securities Co. has won the good evaluation among the clients. Moreover marketing system is now building and evaluation system is in the process of discussion.However, there're also some unsuccessful points. For example, different sales departments understand the new system and concepts differently. It causes the big gap of the results. On the other side, the reform changes the distribution of interests. Certainly the reform is not a complete break. Old system and new idea exist in some places, which reduce the final effect. However, the author believes that the reform will get its final success with the development of reform and time passing.