Research On Customer Classification Management Of M Securities Yangzhou Business Department

Through more than 30 years of development,the securities industry in our country has made considerable progress,promoted the common prosperity between the market and the real economy,and has become the backbone of the development of the capital market.With the pilot and gradual implementation of the registration system in the Science and technology innovation Board,the trend of opening up of the financial market is becoming bigger and bigger,which promotes the rapid development of the securities industry.Meanwhile,the competition between securities companies has gradually changed from the traditional business competition to the customer competition.Knowing the importance of customer management,securities companies have taken measures to increase their attention to and investment in customer management,hoping to provide more personalized services and products to meet different needs of customers through accurate customer classification and precision marketing,so as to improve customer experience and loyalty,tap customer potential value and create greater economic benefits.In recent years,the Yangzhou sales department of M Securities has been affected by the impact of Internet finance and peer competition,resulting in a serious customer loss.The management of Yangzhou sales Department of M Securities is aware of the severe market competition situation,and it has become an urgent task for the leaders of the sales department to study customer classification management in order to launch differentiated services and products.This paper takes the customer classification management of M Securities Company as the research topic,and uses literature research method,case analysis method,questionnaire survey and interview method,cluster analysis method and other research methods to conduct in-depth and systematic research on this.Firstly,it expounds the background and significance of the research,the connotation and characteristics of customer classification management in the securities industry.The Long tail theory,customer relationship management theory,customer segmentation theory,customer value theory,discriminant analysis,cluster analysis and other analysis tools are introduced.Secondly,The questionnaire survey and interview on the effect of customer classification management of M securities Yangzhou business Department were conducted on customers and employees respectively.The conclusion shows that the implementation of customer classification management of M Securities Yangzhou business Department has not achieved the expected effect,and it needs to be improved and optimized.From the emphasis on new customer development ignore existing customers,new customer potential has not been tapped,customer differentiation service effect is not ideal,product richness is insufficient analysis of the existing problems;From the lack of effective management and assessment mechanism,customer classification method is not scientific,differentiated marketing understanding deviation,subjective and objective conditions constraints and other aspects of the causes are analyzed.Finally,from the model variable interpretation,data preprocessing,fast clustering algorithm,M securities company customer classification implementation of four aspects based on cluster analysis of customer classification design.Differentiated customer service marketing schemes are provided from three aspects:quality customer service marketing schemes,potential customer service marketing schemes and general customer service marketing schemes.This paper proposes a diversified product supply scheme from four aspects:building a diversified financial product shelf,providing systematic portfolio investment scheme products,providing personalized and distributed consulting service products,and providing long-term value-added service products such as personal pension.The guarantee measures are put forward from four aspects:establishing the concept of customer relationship management,building a team of professional talents,strengthening the construction of information system and establishing innovation mechanism.