Crm In The Securities Brokerage Business Research

This paper originates from exploration and thinking over the stock securities brokerage business during the author's actual work .The securities brokerage covers a great percentage of the security dealer's business.The great majority of investors are a profit source of the securities brokerage business.Therefore it will be an effective way to enhance the competitive power of a security dealer by integrating the security dealer's customer resources,and implementing an effective customer relation management (CRM).The security dealers at ababroad have acquired well-proven experiences in implementing of CRM,and generated their own commercial modes. "Stones from other hil has experienced developments for decades, ,whose securities brokerage business has been pregnant with a great transformation .With the development of IT industry and penetration of CRM ideas,it makes it possible totransform the securities brokerage business.Tt is a tendency of the times to lift the control over the entry permission of a trade, and break away with the price barriers,and the securities brokerage business must be badly in need of pattern transition.The security dealers must transfer to initiate a new pattern of management relying on the integration of their own resources(in particular their customer resources)from the traditional operation modes of sitting idly and reaping staggering profits relying on a monopoly advantage.The securities dealers must seek for a new profit mode suitable for the Chinese securities market To apply CRM to the securities brokerage business conforms to a reality demand of the security dealers. Even though some of the security dealers at home have done useful attempts and explorations in the implementation of CRM,it is only partially implemented or of an experimental nature.The truly and widelyapplications of CRM to the securities brokerage business would have a long way to go.Based on this reason,this paper expounds from three aspects on the applications of CRM to the securities brokerage business by a way of combining the theory and realities .While laying stresses on the concrete analysis of present status of the domestic securities brokerage business,this paper also traces back to the theory origins and developments of CRM ,aiming to make clear the theory and reality background of this paper, and reflect the connotations of CRM ideas as a new type of management thought;In the technical aspect,this paper briefs the technical structural members and pillar functions in regard to CRM's specific applications by analyzing the environmental conditions of applying CRM to the securities brokerage business, and also evaluates the implementation of CRM;The Key point expounded by this paper is in the aspects of opetation mode.This is also the innovation and research target created and aimed at by this paper .The CRM mode for the domestic securities brokerage business is structured by tracing back to the CRM's theory ,and analyzing its realties as well as the specific cases of the security dealers both at home and abroad.This paper contains the following major contents;Chapters 1 and 2 describe the realities and theory background of applying CRM from the aspect of CRM ideas .Chapter 1 elaborates that the application of CRM to the securities brokerage business is a choice of the security dealer.Chapter 2 introduces the relevant basic CRM theory,Chapters 3 expounds the specific applications of CRM to the securities brokerage business mainly from the points of CRM technical aspect,it also briefs the concrete implementation of CRM .Chapter 4 analyzes the application status of CRM to the securities brokerage business, and decomposes the applications of CRM by combining the specific cases so as to put forward the argument of this paper Chapter 5 puts forward the argument of this paper from the operation modeaspect ,aiming to structure a CRM mode for the domestic securities brokerage business.