Combination And Design Of Personal Finance And CRM Systems

With the development of society and economics and the changes of people’sinvestment demand, the purchase of financial products is more and more popular anddraw the attention of many financial institutions. Facing fierce competition,enterprises must consider how to attract and accumulate customers effectively, whichbecome an important issues. In financial institutions such as banks companies andsecurities companies.For an individual, his risk preference depends on different behavioralcharacteristics, family background, life stages, and risk appetite influence individualinvestment behavior and personal preferences for different types of financial products,so this will also be the basis for financial institutions to develop research financialproducts. For enterprises, in order to integrate customer’s information, and tap thepotential demands and desire of customers to buy financial products, we should turnto professional customer relationship management system (CRM system) to achievethe integration and mining for client systems, then design and marketing of financialproducts, and show through client/Browser mode. Therefore, the professional systemdesign, business needs and quantitative research of risk appetite will make animportant influence on financial products marketing and business strategies.This paper firstly described the background of financial product marketing undercurrent economic situation briefly and overview the domestic and foreign researchand theories about personal finance and CRM systems to lay the foundation forsystem design. Secondly, this paper introduced the individual risk preferences andportfolio theory and use practical examples to prove individual risk preferences doimpact investment behavior. Again, the paper elaborated theories about CRM systemsand the necessity of this system in bank and securities, introduced the relatedtechnologies of CRM system application, including data warehousing, data miningtechnology, CORBA technology, Web technology, call centers and Siebel CRMtechnology. And the paper designed J2EE (Java2Platform, Enterprise Edition)four-layer structure according to the functional requirements of a securitiescompany.At last the paper the finish the overall structure of the CRM system design and related functional modules with combination of individual risk preferences andbehavioral characteristics.By introducing CRM system, we integrated personal finance and CRM systemseffectively to solve problems of client management for securities, and also strengthenmy systematic, comprehensive and profound understanding of the CRM system, andlay the foundation for future research.