Research On The Customers Appropriate Management Optimization Of Northeast Securities

With the development of Chinese capital market, China securities industrygradually connected with international practices and introduced the GEM, securitiesmargin trading and stock index futures trading. Commission income is no longer theonly source of profit of the securities company. Dealers turn to compete by servicedifferentiation instead of traditional commission income. The customer has becomean important resource for dealers competing for. To have advantageous position in afierce competition market, dealers should enhance quality on customer service.The customers appropriate management is an important part of customerservice. Find actual needs of customers by fully understanding them. Carry outdetailed risk disclosure by understanding products, and provide appropriate productsand service to appropriate investors, to reduce the risk borne by customers.According to the appropriate personalized service, the value of customer assets willbe increased by pertinent guidance for customers. To realize the transition from thetraditional brokerage business mode to wealth management mode in the new era thatall kinds of trades and financial business continuously introduce new products indomestic capital markets, the securities company should promote the customersappropriate management.The customers appropriate management of domestic securities market justbegins at the primary stage, which is still in the exploration process from the rulesand regulations promulgated by the regulatory authorities to the specificimplementation performed by securities companies. In the development process of Northeast Securities customers service management, the company has formulatedspecific systems and implementation measures of the customer appropriatemanagement in accordance with the related regulatory requirements strictly, whichstill in the exploration and perfecting stage. There are still some problems in actualwork. A set of effective complete solutions from top to bottom has not been formed.This paper summaries the present situation and theories of the domestic and foreignabout the customers appropriate management and analyzes the shortcomings ofcustomer service management in domestic securities industry, aiming at NortheastSecurities, using the related theories of the customers service management, studiescomprehensively of the current situation of customers and the implementation andproblems of the customers appropriate management of Northeast Securities. As alisted securities in economic less-developed region, the main problem faced byNortheast Securities is significant regional characteristics of branches establishment.Company’s primary customers are small and medium investors who has weakinvestment ability and relevant professional knowledge. They have no idea of theirown risk preference. Their poor risk control ability and strain capacity make themvery vulnerable to get beat up by the volatility when the market turns hostile, tocause assets shrunk dramatically. What fundamental cause of the situation lies inlacking of a set of customers service system focusing on the customers appropriatemanagement. The company is not really taking the customers demand as the startingpoint to service customers. Not only was customers’ personalized needs not satisfied,but also customers’ investment risks was not protected effectively.According to the practical problems, the author thought of the causes andimprovement measures for the problem. Based on the customers present situationanalysis, the paper puts forward the a set of overall customers appropriatemanagement system for full respects of business, designs the appropriatemanagement flow including: understanding customers to classify them by multi-dimensional diversity, knowing products to classify them by risk level andcarrying out overall customers service. Meanwhile, the paper suggests how topromote the improvement of customers appropriate management project, which willeffective practice by aspects of institution, implementation, system and personnel, toselect and configure the right set of customer service improvement project to supportcompany customers appropriate management optimizing project effectively.As a typical large brokerage in domestic, the problem faced by NortheastSecurities is also the realistic problem of other brokerages in the industry, whichreflects the development status and existing problem on appropriate management ofdomestic security industry to some degree. And on this basis, the author proposes theimprovement advising on promoting customers appropriate management ofNortheast Securities systematically, which also has a certain reference value forimproving customers service mode of securities.