Research On Customer Relationship Management System Of QL Securities Companies Based On Precision Marketing Concept

In recent years, the stock market environment has undergone tremendous changes, the overall market downturn and the inside and outside growing competition has brought great impact on the traditional market thinking. Before the seven years bear market began, it was a period of rapid development of China’s securities market. Overall prosperity of the company’s securities market brought huge profit margins to securities brokerage business, which also led to weaker corporate marketing awareness initiative, and gradually formed a "shopkeeper" business model, in this mode, the securities company has always been "self-centered ", and did not make enough emphasis on the customer’s marketing efforts. As the market continues to slump, the industry monopoly gradually was broken, the brokerage business which has been at the core has gradually entered the bottleneck. Along with the continual loss of customers and revenue declining profits, securities companies increasingly pay attention to proactive marketing concept. Under the existing market structure, if companies want to continue to improve their competitiveness in the market, get rid of the current financial difficulties, we must actively implement customer relationship management (CRM). This requires that companies must always be customer-centric, positive change in marketing philosophy, and strive to provide better service to fit customer needs, establish a more stable business relationships with customers.This paper selects QL securities company CRM as research subjects, their management status is already in the forefront in the industry, after analysis of their current situation, we found that there are not conducive to the effective implementation of customer relationship management issues, such as the "shopkeeper" mentality, weak business homogeneity, the lack of innovative thinking, customer value can not be fully tapped, and the lack of effective coordination within the company, the product line is not rich enough, the quality of personnel can not fully meet the demand. Consolidated on the basis of the results of previous studies, this paper introduced precision marketing concepts and ideas to the customer relationship management, integrated use of literature reading method, standardized analysis and chart analysis and other research methods, combined with the company’s own operating characteristics, optimized the company’s CRM system, by strengthening innovation management of customer classification, enhancing the level of precision marketing, innovating marketing activity patterns and ideas, and by improving the performance appraisal system to effectively improve customer relationship management and precision marketing initiative. In addition, develope organization, personnel, systems, technology four integrated security mechanism to promote precision marketing customer relationship management, to boost precision marketing customer relationship management effectively implemented.This paper emphasizes the simple application of CRM system implementation is not just physical, but a very broad concept covering systems engineering. In this process, the management philosophy of constantly updating is often more important, whether it is to establish a set of corporate strategic objectives and the development of marketing actions on this basis, or their agencies, and optimizing business processes, it should be based on customer demand. Successful implementation of CRM is to establish differential advantage in the increasingly serious homogenization of the market, in order to achieve the fundamental guarantee of precision marketing, establishing the CRM concept is the primary starting point for all the work.