Design And Implementation Of The Customer Relationship Management For Securities Company

In the 21 st century,with the opening of the securities market,China's securities industry is developing at a high speed.Meanwhile,the number of securities companies is expanding and the industry competition is intensifying.The securities regulatory authorities have introduced reform policies.Mature securities market and severe market competition gradually change the direction of business focus,so the establishment of "customer-centric,service-oriented" marketing service system has become the industry consensus.CRM system is making use of modern technology,customer-centric management of enterprise customer information and customer-enterprise relationship between an automated system for the transformation of the securities company is no doubt that hit it off.With the intensification of market competition,the traditional management mode of the securities companies no longer adapt to the current dynamic customer relationship management.Many securities companies began to innovate management methods,application of customer relationship management system.The application of CRM system to the development of securities companies has very important practical significance,not only can improve the company's internal operating efficiency,reduce operating costs,but also enhance customer satisfaction and brand loyalty.In order to improve the economic efficiency and competitiveness,this paper designs and realizes the customer relationship management system oriented to the securities companies in a view of the actual demand of the securities companies.Based on the analysis of the needs of the CRM system of the securities companies,this paper studies the functional and non-functional requirements of the system.Based on the J2 EE architecture,JSP technology and SQL Server database are used to realize the function and main function of the customer relationship management system.The module includes customer information management module,customer service management module,product management module,sales management module,performance management module and system management module.The main contents of the thesis are as follows:(1)Analyzing the background and significance of using CRM system in securities companies,and study the development of CRM system at home and abroad.(2)Introduce the basic definition and classification of customer relationship management,choose the architecture and technology of customer relationship management system,analyze the demand of customer relationship management and summarize the overall design of the system.(3)Combining with the related theoretical research of the system and the demand analysis of the system,the design goal of the customer management and management system is put forward,and the function modules of the system are designed in detail.(4)Introduce the system development environment,synthesize the design of each module,and realize the development of the main function modules of the customer information management module,the customer service management module,the product management module,the sales management module,the performance management module and the system management module.Test,analyze the results and make a test summary.