The Improvement’s Research Of G Securities’ CRM System

With the floating commission of securities business, the excessive profit of securities business has end up.Regulators’encouragement in innovation of securities business,mergers and acquisitions in securities industry,is urging the securities industry,which completed comprehensive regulation in these years,to have both of many development opportunity and fierce competition from the industry inside and outside.The essence of market competition is strive for customers. The enterprise should attract and win new customers as well as maintain and keep the old customers. An excellent Customer Relationship Management can reduce the cost of maintaining and winning customers.As a basis relying by securities company in marketing and service,CRM has direct influence in the effeciency of,marketing and service.In order to better adapt to the market environment and the development of the company’s business,the CRM system of G securities,still has some works to do.,The function and extensions of CRM system in G securities,is relying on the support of the customer information database. Management of customer information, which including collection,perfection and analysis of customer information,is the basis and key of a CRM system’s success or failure.The research is in purpose of the improvement of CRM system’s customer information’s management, driving at optimizing customer classification,also operation and maintenance of customer contact information,whitch the way to improve CRM system of G securities.Fistly,the paper introduced theories of Customer Relationship Management,Data Mining and Neural net,and analysed the problems existed in the CRM system of G securities in the respect of customer information data;The research approved customer classification based on customer value;Based on customer instance data of G Securities X Branch, using neural network approach to feature extraction data after modeling, access to the customer classification neural network model, then using the model to predict customer classification, to support the company’s business; optimized management of customer contact information; Finally, the thesis approved specific measures of G securities CRM system improvement program. Hope this research is use for G securities to improve CRM system in business supporting; while copying for other securities to provide reference.