Analysis Of Existing Problems And Improvement Program Of Huatai Securities' CRM

China's securities services industry is facing increasing competition in the market,breaking the monopoly of trade and foreign brokerages' entering and other challenges.The entire industry is in an accelerating transformation period of profitable model and organization structure,strategy development,service competition and technology upgrading.How to provide customers with more high-end and systemic services,more professional financial advice and even help customers solve a series of financial investments and financing problems of both personal and corporate levels and how to further develop and consolidate such a long and mutually beneficial relationships with customers,these questions have become the focus of competition in the securities services industry,and the successful implementation of CRM can be a powerful weapon to make the company goes ahead in such a competitive relationship.By visiting Huatai Securities company executives,specific technology outsourcing units,staff of each department in the headquarter and staff of grass-roots business departments,as well as through interview,questionnaires and summarizing various documents about implementations of CRM in recent years,all aspects of information about Huatai Securities' implementation of CRM were collected.On the basis of CRM theory,relationship marketing theory,customer life cycle theory,customer value theory and methods,current problems of Huatai Securities' implementation of CRM were analyzed in this article.To solve the problems of Huatai Securities CRM's systemic risk,department permission in the process of implementing CRM and coordination among various departments etc.,improvements are proposed in terms of the system platform,customer information management and communication strategy among various departments,as well as suggestions are given to build extranet CRM.Guarantee measures are proposed on this basis in terms of organization of CRM improvement,personnel,system and technical,as well as improved CRM performance management suggestion.Through the research,it can be concluded that the CRM implemented by Huatai Securities is an effective means in diversified competition of brokerage industry.As a securities company which provides customers with systemic financial planning solutions,improving Huatai Securities CRM and stressing CRM,for the company,it is not only the technological application of CRM,but also a comprehensive system engineering of containing the company's development strategy,optimize processes,organization reengineering and customer value realization and so on.One key factor to measure whether a company's strategic goals are implemented effectively or not is whether its CRM is carried out successfully or not,but from the perspective of the corporate culture to position the concept of CRM is the limitation of this article.