A Study Of Applying Customer Relationship Management (CRM) In Chinese Securities Industry

Customer Relationship Management (CRM) is an innovative marketing strategy that considers customer first. It appears to develop market, to update management ideas, and to improve management pattern and core competitiveness. The development of electronics and information technolohy urges it to advance. Since the middle and the late of 1990s, enterprise circles and academe gradually pay attention to this term. But till to 1999,Chinese enterprises gradully acquaint and know it. Securities Industry is a funds intensive and customer intensive type business, have great necessity of implement a customer relationship management. With the strengthening of market competition, securities companies expect to get advanced marketing management means and strategies. CRM just provides an omnidirectional visual angle for securities companies. It gives them more perfect customer exchanges ability.Customer relation management comes from market marketing theories. According to some concerned theories such as the customer marketing theory, customer value analysis, the lifecycle of customer relationship and combining practice of Chinese securities industry applying CRM, this paper profoundly analyses some problems which includes the implementation background, the main question faced, the informationsystem construction, the organization manage, the service flow makes, the customer strategy, the implementation plan, the concrete implement process and so on.According to some existent problems during securities companies carrying out CRM and referring to advanced thchnology and experience of foreign same businesses, the core of this paper discusses some methods by which Chinese securities companies can manage their customer relationship effectively so as to perfect the customer relationship management system. It analyses the above problems mainly from such aspects: The realistic background, the problem analysis, the guiding ideology, the overhead construction of implementation, the organization prepare, the system implementation step.The purpose of studying Chinese securities industry's CRM is to improve the service level and to enhance customers'satisfaction and loyalty. CRM can help Chinese securities companies establish a long-term relationship with high quality customers, and finally to promote their core competitiion power.