Research On Customer Relationship Management Of China Merchants Secuirties Company

In the face of the complex international situation and the onstantly newsituation in the process of domestic economic operation, China’s economicgrowth makes progress while ensuring stability, and even surpassed Japan inthis year to become the world’s second largest economy. China’s economy isin the structure transformation, as well as the government has been inunswervingly encourage the transformation of the development mode, andpromote the structural adjustment of the economy, but also unswervingly tothe technology and the product innovation. China’s economic growth is stillremained strong momentum, and the capital market reform is very worthlooking forward to. China’s capital market will enter a rare rapid developmentperiod, so as the backbone of the capital market, the securities companies facethe huge market opportunity. It really becomes the focus of competition thathow to come to the fore in this opportunity, how to innovate, further solid anddevelop of long-term customer relationships, and how to improve the marketshare. Therefore, the successful implementation of the customer relationshipmanagement is the effective means to improve the company’s profit level andthe status in this industry.Customer relationship management is a full range of system engineeringthat involves in the strategic target, the process optimization, the technologyinnovation, the realization of the customer value, and so on. In detail, thisarticle takes the CMS securities company customer relationship managementsystem implementation as the research object. Its management status in theindustry has been the forefront.It analyses and expatiates on the current status.Through the analysis of its current situation is found to exist some problemssuch as: customer value is not fully explored, lack of effective internalcoordination, product line is not rich enough, can not fully meet the needs ofpersonnel quality and the problems to be solved, using the methods ofliterature research, theoretical deduction, the combination of qualitative and quantitative analysis method and so on,Then put forward improvingcountermeasures such as: Mining of customer lifetime value and optimizationof customer analysis system, promote internal coordination improve theproduct line, strengthen the quality of personnel training and examination,promote elimination technique for realizing intelligent analysis system.. Onthe customer lifetime value mining and cross-sectoral collaboration in thepractical application of CMS securities company has new idea. Theexpectations for CMS securities company and even the negotiable securitiesindustry customer relationship management development to provide reference.