Research On The Mode Of High Net Worth Customers Management In Haitong Securities Company

Abstract:The survey of an Atlanta consulting firm showed that the income that20%of the customers of securities companies brought in was more than six times their cost, while the cost that the rest80%of customers took was three to four times the income they brought in. In other words, within the securities industry the80/20rule works, meaning20%of the customers make80%of profits. Therefore, it is very important for the securities company to implement effective Customer Segmentation and high net worth customers management in order to obtain a higher market return.In this context, Haitong Securities Company Limited where the author works at (herein referred to as "Haitong Securities") started the initial implementation of high net worth customers Management from February2013and set up a corporate and private clients, aimed at the haitong securities companies and high net worth individuals provide a package of financial services.but there are still some problems in high net worth customers management. Based on this, the main purpose of this study is:First of all, to find a theoretical basis for the implementation of high net worth customers management at Haitong Securities; Secondly, to accurately understand the status and problems of the implementation of high net worth customers management at Haitong Securities; Thirdly, to discuss the principles and approaches of the implementation of high net worth customers management at Haitong Securities and to make specific recommendations for Haitong Securities to optimize high net worth customers management. Given the purpose above, on the basis of reviewing and sorting the theories of high net worth customers management and relationship marketing, the paper analyzed the problems of high net worth customers management at Haitong Securities which include①lack of forms of personalized product, lack of core competitiveness;②lack of customers consciousness and a low level of care for customers③lack of account manager team building④lack of a smooth internal collaborative sharing mechanism of customer information⑤lack of a full understanding of customer needs and a service system of "high net worth customers"⑥a flawed Customer Relationship Management system module. To solve these problems, this paper studies the principles and objectives of building high net worth customers management model at Haitong Securities.The general idea of building Haitong Securities high net worth customers management model is proposed. Finally, key measures of realizing Haitong Securities high net worth customers management model are discussed from the perspective of implementation.In-depth analysis of high net worth customers management for Haitong Securities is completed in this study and effective ways to enhance competitiveness of Haitong Securities are explored here from the perspective of high net worth customers management. This provides reference to improving the performance of high net worth customers management and improving competitiveness in a competitive environment for Haitong Securities.