Study On The Innovation Of Customer Service Mode Of Guoyuan Securities Company

The nature of the securities industry is services. Securities brokerage is the basic traditional business of securities companies. In the last three years, Brokerage contributes more than50%of China’s securities industry profits. Innovation is the powerful force of development in capital market, and is the source of vitality in capital market. The innovation of Customer Service can enhance the efficiency of the market, provide investors with high quality services and promote the stock market continuously, healthy, stable development。This article introduces in the study on the combination of qualitative and quantitative analysis, the study on the combination of theoretical research and practical investigation, the integrated use of finance, statistics, management, marketing and other research methods。 GuoYuan securities company will be the research object in this article. Firstly to discuss the development status of domestic and foreign securities brokerage, then to analysis current situation and existing problems of customer service of GuoYuan securities brokerage, using "SWOT" model,"five forces model" to analysis competitive environment of customer service, internal resources and external factors. On the basis analysis of the above, proving the necessity of innovation of customer service, this paper puts forward the concrete design of innovation of customer service Finally, this paper will propose innovative solutions in implementation of safeguard measures.This paper argue that the innovation of the securities brokerage customer service must be carried out within the framework of related regulations and laws,so that risks can be measured and controlled, also,the foreign advanced experiences should be learned in order to adapt to the securities industry trends, and take full advantage of resource and opportunities, based on this,there are some specific measures will be described in this paper,such as the classification of customer group, the measures of customer service.and the charges of customer service, and so forth, and also,it offers the proposal to strengthen the risk management and innovation.