The Optimization Research Of Wealth Management Services System Of Sinolink Securities Changsha Business Department

With the rapid development in the past20years, the securities industry hasbecome an important part of the capital market and the national economy. However,the securities industry is still difficult to meet the development needs of multi-levelcapital market, also difficult to adapt to the sustained and healthy development ofnational economy. As is known, securities industry always rely on business licens esand channel business model, most revenue comes from traditional securitiesbrokerage business, With the liberalization of the business license，the establishmentof a large number of light sales and the rapid development of Internet banking,brokerage’s competition will become more intense, Securities company in trouble.Therefore, it is an important subject how securities companies change the profitmodel and get rid of price war, establish "customer-centric" service system.Based on situation analysis of the brokerage business, customer service theorysuch as customer satisfaction, customer relationship management and service profitchain as a guide, wealth management services as literature-based, this paper analyzesthe wealth management services of Sinolink Securities Changsha business departmentand its competitors, we consider that business department should optimize wealthmanagement service system. Customer service is oriented to optimize Wealthmanagement and service system, business department should build service productsystem by customer classification and service classification and so on, customerservice experience comes from the promotion of service processes, servicespecification and service platform, sales will become providers of professional wealthmanagement services, and customer satisfaction will enhance. Thus, it will lay a solidfoundation for the transition of profit model. Finally, to ensure the smoothimplementation of the wealth management service system, the organization ofbusiness department should change from business line mode to customerdemand-oriented model. This paper also proposed specific measures about the wea lthmanagement team building and customers to participate in the service production andevaluation, there are overall solutions in optimizing wealth management and servicesystem.