The Study On Institutional Customer Relationship Management Of Northeast Securities

As a modern financial enterprise, securities companies need to establish a set of suitable for their development of Customer Relationship Management system. With the deepening of financial innovation, the securities industry cooperation business gradually deepening, institutional clients have become the important cornerstone of the traditional business transformation and innovation business development of securities companies. In this context, Northeast Securities as a listed securities company, it is necessary to conduct a comprehensive review and analysis of its institutional clients, and the formation of Customer Relationship Management system,to support its future development.This paper mainly focuses on the customer relationship management of securities companies to analyze, study and discuss the selection of the Northeast Securities institutions, Customer Relationship Management as a specific entry point,and combined with the strategic and operational management and Customer Relationship Management theory research ideas and theoretical connotation, focusing on strategic and operational management theory as the foundation, the operation management and the theory of Customer Relationship Management based on Customer Relationship Management mechanism for future work ideas, through the analysis of the status of Customer Relationship Management in Northeast Securities institutions, summed up the existing problems of Customer Relationship Management,Customer Relationship Management suggestions put forward countermeasures for work, assist in Northeast Securities industry competition has become increasinglyintense and homogeneous background, by the customer good driving relationship management company launched products to meet customer demand and shaping the company's products brand, build the core competitiveness.This article mainly focus on three aspects, the first is how to construct a structure adapted to the Northeast Securities Agency Customer Relationship Management and choose proper management mode; the second is how to construct the mechanism of customer classification service system; the third is how well the relationship between institutional client flow and systematic construction. In order to study the above three problems more scientifically, this paper analyzes and discusses the management of Customer Relationship Management from the following four parts:The first part is the comprehensive evaluation of Customer Relationship Management status of Northeast Securities institutions, through the use of Michael Porter's five forces model analysis method and SWOT professor Heinz Virik analysis,the current enterprise strategic analysis of key ability of company management and institutional clients in relation with key constraints based on Customer Relationship Management for the further analysis of the problem existing in Northeast Securities institutions do adequate preparation. The second part focuses on the analysis of the Northeast Securities institutions to Customer Relationship Management problems,according to the results of the first part, this part will focus on the collaborative mechanism of customer classification and customer service mechanism, classification of Customer Relationship Management process, Northeast Securities Department resource integration and internal aspects in-depth analysis of existing Customer Relationship Management mechanism the problem, facilitate the development of solutions to resolve these problems. The third part is the focus of this paper, through the analysis of the two parts, put forward the improvement measures for the Northeast Securities institutions, Customer Relationship Management is the specific point of view, the overall goal should be to set up correct mechanism of customer service,establish the customer database and analysis of customer service standard, change mechanism customer service concept, from the traditional ‘business centered'customer service process of ‘customer-centric' to build customer service process transformation, to establish a comprehensive mechanism of ‘Customer Relationship Management process customer driven'. Finally, the core concept of operation and management, the completion of the upgrading mechanism of Customer Relationship Management system, strengthen the Northeast Securities departments and subsidiaries information sharing and internal coordination mechanism, scientific and effective completion of Northeast Securities institutions to Customer Relationship Management. The fourth part is the conclusion of the research on the Customer Relationship Management of the Northeast securities institution. Once again, the conclusions of the three parts of the study are summarized, and the action path of the Customer Relationship Management of Northeast Securities institutions is given.