| With the development and popularization of Internet banking, cross-border Internet companies involved in financial industry is becoming more and more the norm, the emergence of a large number of start-ups and the formation of multiple areas of traditional financial industry impact. Internet companies to penetrate into the scope is constantly expanding and began to expand to the core area of the financial industry. And for the securities companies, bear the brunt of the brokerage business. Even in recent years, some brokers in adjusting the income structure of remarkable achievements, but for the brokerage business is still an important source of income and business information management. The Internet reduces the information system and customer switching costs, will also speed up the process of brokerage differences. In the context of Internet banking, securities companies will be a differentiated positioning process, in this process, firms will be according to their own endowments further differentiation.In the context of Internet banking, securities companies will be a differentiated positioning process, in this process, firms will be according to their own endowments further differentiation, more still stronger and innovator in the counter attack are in line with the logic of the evolution. In such a big environment, customer loyalty in terms of brokerage is undoubtedly important. There are many factors that influence the customer loyalty. These factors which is how to let the customer loyalty to the securities of the company one of the changes is also discussed in this paper. At the same time, through the Internet banking can also be eliminated some of the securities brokerage business ratio, brokerage business innovation ability is weak, thus improving the market concentration degree, increase the number of securities brokerage business income, which is for some firms is undoubtedly an opportunity.The current situation of the development of Internet banking and explore how to make customers as the center, the establishment of perfect service system and adopt flexible and diverse ways of marketing, for our customers especially retail customers, provide a new standard of service products, relying on the internet customer marketing service system and mode construction to enhance customer loyalty。In this paper through the detailed and comprehensive analysis of the influencing factors of customer loyalty in the context of the Internet, and select the sample and establish related model, using empirical analysis method describes the related variables and customer loyalty relationship, and under the background of Internet financial promotion of clients,how to raise the loyalty of securities firm. At the same time,we put forward practical suggestions. |
