| Along with China’s economic transformation, the residents continue to increase wealth, financial market and accelerate the construction of multi-level capital market reform, development of securities are faced in the process of product diversification development opportunities and challenges. How in the diversification of products today, grasp the purchase preference of customers and provide customer oriented financial services has become the focus of the brokerage of reflection.GF securities company under the new economic condition, put forward the customer oriented company philosophy, in the process of transformation, the establishment of comprehensive customer value model becomes the basis for action oriented to customers. GF securities company in 2014 September completed the construction of the first stage construction model of customer oriented comprehensive value, and integrate into practical application, for the brokerage business, provide a favorable marketing security and Wealth Management Services Department headquarters and all branches, became in 2014 at GF securities company to customer success stories for the construction of innovation oriented the data platform.This paper discusses the guide idea of customer based on the customer life cycle, through the identification, analysis and value of customers in the purchase preference models of different life stages, and expounds how to realize the construction of the integrated value model. Analysis of the importance of customer oriented, integrated value model on the basis of the significance and correlation. In the era of big data background, brokerage and various industries are carried out in different directions to customer oriented data platform construction work, with the overall meaning can learn from the results and analysis of the research process of this paper, hoping to provide reference materials for China enterprises and successful experience. |
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