Research On Customer Relationship Management Of H Securities Company

With the continuous promotion of the registration system,the pulling effect and importance of the capital market on the economy are also growing.As an important role of the capital market,securities companies is positive to the stability of the entire financial market.With the continuous liberalization of foreign capital into the securities industry,overseas securities companies have also begun to carry out business independently in China’s securities market.The customer competition has entered a fierce stage.With the increase demand for investment and wealth management,the continuous penetration and improvement of wealth management demand has brought opportunities and challenges to the securities industry.In this case,only by continuously expanding the number of customers,improving the quality of customers,and providing customers with more and more high-quality products and services,can we enhance the comprehensive competitiveness of securities companies and improve the income of securities companies.Therefore,high-quality customer relationship management is particularly important.H securities companies rank middle and lower among more than 100 domestic securities companies.The high industry concentration leaves a very narrow living space for small and medium-sized securities companies such as H securities company,so the transformation of wealth management is imminent,and customer relationship management is an important part.Starting from the current situation of customer relationship management of H securities company,this paper outlines the current situation from the aspects of basic situation,customer source,organizational structure,customer service,information system and so on.Use the combination of actual research and questionnaires to understand the current problems of customer relationship management in H securities company,and use expert interviews,data analysis and other methods to analyze the reasons behind the problems.With the help of customer life cycle and relationship marketing theory,combined with experience of customer relationship management in domestic and foreign securities companies,explore solutions to related problems.Finally,according to the resource endowment,advantages and disadvantages of H securities company,this paper summarizes the optimization directions and strategies in five aspects suitable for H securities company’s customer relationship management.The paper studies the implementation guarantee of customer relationship management optimization of H securities company,and strives to achieve the expected effect of customer relationship management.