Galaxy Securities Business, Customer Classification And Activity Prediction

The securities companies in China are competing more and more fiercely because of the opening of finance area and China's banks'mixing work. The number of securities companies is increasing and the sizes are bigger and bigger. So their customers are reducing compared to previous time and market share is limited. The profit of securities company is due to the number of customers and their activity. Having customer's trust, loyalty, stability and attracting more people is the core competitiveness of securities company. Therefore, securities company must comprehend how customer's activities affect the benefit of company. The company should set the strategy to know customer's demand and analyze its strength and weakness.The research has investigated the securities company's broking operation and core competitiveness. It has sorted the customers into different groups and set a model to predict the activity of customer based on the data of China Galaxy Securities Company. In common, many companies sort customers into different grade based on their asset and offer them different resources. But this solution has many defaults. The value of customers is due to their commission which is their absolute value. The potential value of customers is due to their frequency, capability and profession. The research sorted customers based on customer's absolute value and potential value. Find the most core customers according to the mixture of two kind of value. In addition, the research set a model to predict the frequency of customer's deal. This model is good for company to detect the resting customer and make the right marketing plan to those people.Then, the research made a marketing strategy to implement the distinctive services to different customer. And the research offered some suggestions to China Galaxy Securities Company and other nation companies.