Large Securities Co., Ltd., Customer Relationship Management (crm) System Optimization Research

With the rapid develepment of the economy and the opening reform in China nowadays, the ability of security companies in China’s capital market is improving, too. But within the increasing market opportunities and intense competition, how to maintain the company-customer relationship and provide high standard professional services and propose investment insights has become the hot points of mutual competition in securities industry.The customer-centric customer relationship management has been widely used by many companies,especially by securities companies.It is extremely important to achieve the strategic objectives of the company. This article takes the implementation of the CRM system in the Dongxing Securities Company as a research object, through some methods such as quantitative analysis, and comparative study analysis,discusses the problems during Dongxing Securities Company, puts forward some strategy and solutions in customer-customer relationship management system, gives suggestions to the sustainable management after improving CRM system.This article focuses on the application of customer relationship management system. It’s not merely a new system, but represents the change of the management philosophy. It includes corporate strategic objectives, the achievement of customer value, optimizing processes, tactical behavior, innovative technologies, recycling organizations and other elements. The establishment of the concept of CRM is the key to guarantee the success of an enterprise.Thus, this article needs another further research to locate the customer relationship management concept from the perspective of corporate culture.