Research On Customer Relationship Management Of Yangzhou Sales Department Of G Securities Company

Recently,there is a tremendous change for the securities sales department in terms of market circumstances.With the liberalization of commissions,the securities market gradually changed from the selling party into a buyer's market.On the one hand,the securities market is caught in an endless commission fight after a float was imposed on trading commissions.On the other hand,depend on the implementation of one-person for multiple accounts,customers can independently choose a securities business department with a low commission.In addition,as financial products or services continue to emerge,the demand for investors is also changing.Moreover,In order to adapt the changes in the stock market,it is vital for the securities business department to manage its own customer relationship.How to establish effective customer relationship management,increase customer loyalty,satisfaction,reduce customer turnover rate and maximize the value of customers have become an urgent problem to be solved in the securities business department.Based on the theory of customer relationship management,this paper takes the customer relationship management of Yangzhou Business Department of G Securities Co.,Ltd.as the research object,combines the current situation of customer relationship management in the sales department and questionnaire surveys of some customers,through literature research,interviews,questionnaires,and statistical analysis.The method analyzes the customer relationship management of Yangzhou Business Department of G Securities Co.,Ltd.,finds out its problems,and proposes specific suggestions and opinions for its improvement.It deals with other business departments of G Securities Co.,Ltd.and other securities companies with similar issues.The Department provides valuable conclusions.This paper is divided into six parts.The first part is the introduction,which introduces the paper research background and significance,the research about customer relationship management at home and abroad to make a literature review,elaborated this article research goal,content,method and technical route and the deficiency of this article.The second part is the theoretical foundation of the research.According to the current situation of the enterprise,this article can draw lessons from the theoretical basis,detailed customer relationship theory,relationship marketing theory,customer satisfaction theory,the theory basis for subsequent.The third part is the basic situation of the Yangzhou Business Department of G Securities Co.,Ltd.and the current management of customer relationship.Firstly,it briefly introduces the basic profile of G Securities Company of Yangzhou Business Department.Secondly,it analyzes the customer group characteristics of G Securities Company of Yangzhou Business Department.Finally,this paper describes the current situation of customer relationship management in GSecurities Company of Yangzhou business department.The fourth part is the investigation and analysis of the problems existing in the customer relationship management of the Yangzhou Business Department of G Securities Co.,Ltd.First of all,we use the existing mature scales at home and abroad to combine the research objectives of the paper to compile a questionnaire on the customer satisfaction of the securities business department.Secondly,we send some questionnaires to some customers of Yangzhou Business Department of G Securities Co.,Ltd.,then we collect the questionnaires to analysis.Finally,the current situation of customer relationship management in the Yangzhou Business Department of G Securities Co.,Ltd.and the customer's questionnaire survey were used to analyze its existing problems.The fifth part is about customer relationship management optimization countermeasures and suggestions of G Securities Company.Through the analysis of the previous section and research,we come up with the customer relationship management optimization countermeasures and suggestions of G Securities Company.The sixth part is the conclusion,which is the summary of the main results of the whole thesis.