Research On The Enhancement Of Customer Manager 's Initiative In Securities Company

After over two decades of development, the securities industry has become moderately mature in China capital market, and provided the listed companies and general investors with a significant approach to finance communication.As competition in the securities market is becoming increasingly fierce, the mode in client development that the securities companies employ has shifted from the seller’s market to the buyer’s market. The previous mode that securities companies merely establish the sales department in one place and wait for their clients cannot satisfy the demands of the current market any more. Therefore, in order to increase the market share of the company, one after another, securities companies introduce customer service manager and promote initiative marketing to the external market.However, the securities companies lack scientific planning and corresponding management experience for the customer service manager, which causes the rapid development and then the gradual recession of them. Currently, even no one wants to work as a customer service manager. At present, the securities companies have difficulty in recruiting customer service manager and are facing the predicament of inadequate marketing staff. In some securities companies, even the original customer service managers are short of working activeness and constantly change their job, which in return gives rise to a serious challenge for the long-term healthy development of the entire industry. The latter now are confronted with problems of talents dispatching. Consequently, it has been an urgent issue for the securities companies and securities industry on how to boost the work activeness of the current customer service managers, how to accumulate and retain outstanding talents and how to attract potential customer service managers.Taking a large state-owned securities company for example, the author conducts intensive empirical research in factors that influence the activeness of customer service manager, explores the existing problems and corresponding reasons in order to find out the strategies to improve the activeness of customer manager.The body of this thesis is composed of six parts. The first part is the preface, a brief introduction of the reasons why the theme is chosen, key concepts, a review of relevant literature, which means a comprehensive analysis and review of related national and international research achievements of those predecessors, research methods, as well as research focus and difficulties. The second part is an overview of the securities development background of customer manager, an analysis on the current China securities market and on the development status and characteristics of the customer service managers so as to specify the job responsibilities and benefit packages of them. References are provided for the following researches after customer service managers of foreign securities companies being thoroughly analyzed and studied. Part three mainly discusses the necessity to improve the activeness of customer service manager, which contributes to the consecutiveness of this thesis. In part four, an empirical investigation and analysis on the activeness of customer service manager is conducted, after which a statistical analysis was made of the results. Part five is the analysis on the existing problems and corresponding reasons in regard to the activeness of customer service manager, along which a detailed introduction is made with the view of providing important basis for the presentation of the coping strategies. In part six, a number of recommendations and suggestions to improve the activeness of customer service managers are presented from the angle of a particular securities company based on above researches and investigations.The last part of the thesis is conclusion. After the active and intensive research and exploration above, the conclusion of this thesis is that the active participation of the staff is the core competitiveness for the corporation development. With the popularization of Internet knowledge and the imminent transformation of sales department of the securities companies, a group of professional customer service managers with marketing and service awareness is crucial for the securities companies to cope with the external market competition as well as for the development of this industry. The win-win result between the customer service managers and securities companies is achievable so long as the securities companies can meet the development demands of customer service manager in different stages according to their actual requirements.The innovation of this thesis is the targeted research and exploration on the basis of domestic and foreign management psychology, organization behavior and foreign advanced management theory, combined with the actual situation of the sales department of a particular security company. The close integration of theory and practicality has more persuasion and directive significance. Due to the limited capability of the author, there are weaknesses and omissions in the thesis, please oblige me with your valuable comments.