The Promotion Of Securities Company A Sale Department Service Capacity Research

It is the general trend for China’s securities industry developed from scale competition, warcommission to the competition characterized by channel service, consultation service and type ofinvestment services, which is a kind of multidimensional and centralized brand competition. China’ssecurities industry is in the stage of “emerging+transition” with all kinds of innovation such as stratifiedcustomer and product management still in a groping stage. Industry service capabilities outperform theirpeers to become the benchmark for leading securities company has not yet appeared and featured serviceswhich can fully support customer demand are even less. However, the concept and architecture of serviceof securities companies at this stage have differentiated strategically, and the securities brokerage businesswill therefore widen the gap to dramatic fluctuations. There is a evident gap between Securities businessesin China’s and those abroad in strategic planning and institutional building, and there are obvious gapseven between domestic securities companies in service classification, service management, customerclassification and product grading; securities industry enterprise’s internal management structure andinstitutional difference, the widening of gap of enterprises’ overall strength as well as customer serviceprogram development and the planning of marketing activities, all these factors exert an influence on therequirements of enterprise platforms and mechanisms, the effective related activities, the steady promotionof relevant market, the customer service and allocation and application of marketing resources as well asthe competitive situation of the enterprises in China’s securities. This is no doubt a revolutionary change ofthe management mechanism of existing Chinese securities industry from top to bottom. China’s economiccompetition transited from extensive scale competition to intensive quality competition decides the reorganization of the superstructure, which produces a very significant impact on the form of competitionof China’s securities industry. The reshuffling of the market share of China’s securities industry and theintense competition in the high-end customers require an urgent enhancement of the service capabilities ofsecurities companies in China.This study, based on the actual survey of domestic and international political and economicenvironment and industry conditions, gives the reason for the downturn of Company Profile StockCompany brokerage business and provides in a creative way a series of problem-solving methods andrecommendations, such as service marketing integration strategy in the analysis of fine service mode,"1+2+1" small team service model, the establishment of learning-oriented research organization and the functionof CRM system in service. For analysis of fine service mode, SWOT analysis is used, and for the analysisof establishment of learning-oriented research organization, the crew wheeled training is provided from theperspective of the driven functionality of both innovation-oriented and learning-oriented organizations.Finally, it gives an analysis of the effect of securities service enhancement in A Sale Department and somerecommendations for the construction of securities systems.In2012, the A Sale Department of a securities company implemented service capabilityenhancement strategy, which served as a guide to operate the business department activities. Throughoutthe year, A Sale Department achieved A-share fund transaction volume of5.806billion Yuan,6.318million Yuan of commission income, market share of0.09per thousand, and managed client assets of461million Yuan. It obtained1681new retail customers;33,947,300Yuan of New retail assets,43,406,800Yuan of new assets;166newly-signed customers,39.7767million Yuan of signed assets and investmentconsultancy income of213,100Yuan. The sale department got6,832,900Yuan of fee and commissionincome. A Sale Department took the first place with an absolute advantage among14growing business departments in a securities company’s year-end appraisal. It should be noted that2011year-end assessmentsaw A Sale Department rank last. In view of the unilateral fall of the basic trend of the securities market in2012, the dramatic increase in A Department indicators compared with those in2011average annual thisproven business shows an obvious effect of its implementation of enhancement strategy.