Research On Improvement Of Customer Relationship Management For G Securities Company H Branch

The securities industry is an important part of China's financial market after years development.Due to the deregulation of the commission fees on securities trading,securities companies ignited a long-time vicious price war on commission fees.Under the circumstance of homogenization in securities industry,the competition strategy of low price has lowered the industry marginal revenue continually.Securities companies began their exploration of business transformation,to get rid of struggling in price war.After years of exploration,the leading companies in the securities industry have chosen the wealth management business as the new path of their securities business,by providing the professional securities investment solutions to help customers maintain and appreciate their wealth.By applying the capability of wealth management as the corecompetitiveness make the differentiated competition possible.G securities company,as one of the big securities companies,which had started their business transformation to wealth management earlier than others,has achieved considerable result in business transformation,and get rid of dependent on securities trading commission.However,the regional difference has become significant of business transformation.Some regional branches such as H branch,have suffered from ineffective customer relationship management,encumber their process of business transformation.By analyzing G securities company H branch's circumstance of local securities market and its customer relationship management,find out the problems in H branch's customer relationship management.In order to solve those problems and achieve the goal of establishment of efficient customer relationship management,locate the cause of problems by implementing the research technique such as literature research and interviews with employees,and propose suggestions for the improvement of customer relationship management for H branch.And ensure the implementation of those proposals by measures such as optimizing organization structure.