Analytical CRM System And Its Application In The Securities Brokerage Business

In recent years, the securities market competition is becoming increasingly fierce. More and more firms realize that neither the traditional "Channel" nor "The Commission War" can bring more profit to an enterprise. Therefore, securities companies began to change their business model. A service-oriented profit model is adopted. In this model, securities companies are more customer-centric. They set goals to meet customers'needs and try to maximize the sales of service-oriented product, which is regarded as an effective way to Increase customer loyalty. Xiamen Securities is a regional securities firm. It faces the impact from great competition in this local market. As a result, Xiamen Securities'customer base and market share are shrinking significantly. It is suggested that the company adopt a customer-centric strategy and use analytical CRM system application in the brokerage business to retain existing customers and attract more potential customers. It is the only way to keep or even expand the market share in this area.This paper first summarizes the theory of customer relationship management, and customer relationship management classification are introduced. Analysis of customer relationship management in detail, with emphasis on the application of the analytical CRM system. The analysis of the present situation of application of CRM system are described and summarized. Then, the paper introduces the current status of Xiamen Securities Co., Ltd. and brokerage business and the Xiamen securities brokerage business is the analysis of the current situation, put forward existing Xiamen securities brokerage business development problem. For example, the target customer is not clear, customer segmentation is not detailed; the serious loss of customers, aew customers slow growth; customer demand is difficult to be satisfied, contribution degree is lower than the industry level; the broker management adopts extensive management; competition mode is simple, lack of potential customer management and other aspects of the problem. According to those question, Xiamen securities brokerage business application analysis the necessity and difficulty of CRM system analysis. Then, the analysis of CRM application system design in Xiamen securities brokerage business can be from five aspects of customer segmentation, customer retention, cross selling, broker management, customer management to reflect the potential. Finally, summarizes the analysis of safeguard measures of CRM system of Xiamen securities limited application, put forward four aspects of data security, information technology security, security, personnel security management.It is believed that as long as Xiamen Securities could adjust its strategic direction and strengthen the application of analytical CRM system in the brokerage business, with the advantage of local resources in the Xiamen area, the company will surely be able to continuously improve their competitiveness and consolidate its leading role.