Research On Optimization Of CC Securities Company Business Department Of Xi’an In Customer Relationship Management

Facing the complex international situation and new situation and problems in the domestic economic operation, Chinese economic grows steadily on the whole. It overpasses Japan in 2012 and becomes the world’s second largest economy. In the period of structural transformation of Chinese economy, Chinese government resists on promoting structural adjustment, mode transformation and technological innovation, so economic growth remains strong momentum and the reform of capital market is worth waiting. When Chinese capital market enters a rare period of rapid development, as the backbone of capital market, securities companies are facing a huge opportunity. The focus of competition of the securities companies is how to show their advantages to innovate and then develop the long-term steady relationship with customer to expand market shares. Therefore, successful operation of customer relationship management system is effective to win the competition. Customer relationship management is a full range of systems with strategic objectives, process optimization, technology innovation and achievement of customer value.With the development of marketing, more and more securities companies realize that the customers and products is critical in service industry. It has become the industry consensus to establish a "customer-centered" marketing service system to manage customer relationship.At present, after the domestic securities companies get rid of the extensive management mode, they began to focus on managing customers. They transform the business idea from product-centered management mode to customer-centered marketing mode. As the front-line department of brokerage in a securities company, securities business department has to confront some very important topics, including how to develop customers, customer service and the customer assets to have more loyal customers and thus, maximize the profits of the enterprises. Therefore, good customer relationship management has become new challenges and breakthrough for the business department of a securities company.Based on the theory of customer relationship management, marketing management theory, the theory of stock management theory knowledge as the foundation, through to the securities industry characteristics, function, customer needs, management procedures, the present situation is analyzed, the characteristics of the securities industry mainly from periodic, high risk, capital intensive and knowledge intensive aspects to elaborate; And customer relationship between main customer demand is the demand of the service price,trading channel requirements, basic information demand, the demand of the value-added products, high-end service demand; In the management of the first steps first target, followed by the optimization of process and software development, and finally the application of evaluation and continuous improvement; At this stage mainly from four aspects to analyze thestatus quo of the application, one is the marketing concept is still in the shopkeeper mode, the second is the lack of a comprehensive, only from a technical point of innovation is three system can’t meet customer demand, the comprehensive four is doing lacking of continual change. On the basis of the analysis of the securities industry to the CC company after analyzing the present situation and problems of xi ’an sales department of customer relationship management(CRM); the particularity of the securities industry customer relationship management is that the customer is big enough to powerful database security,customer need one-on-one service, need product recommendations and personalized service.Therefore, on this basis puts forward some beneficial to the development of the securities industry optimization measures: enterprise high-level support and direct participation in more favorable to the implementation of customer relationship management(CRM); Promote combination of reengineering and business process of reconstruction, and promote the effective coordination between departments; Cultivating "to the client’s assets the value of" enterprise culture; Based on information technology boosting customer relationship management(CRM); Build a data analysis model and data mining technology.