Research On Customer Hierarchical Management Of CITIC Securities Donghai Road Business Department

With the deepening of the competition in China's securities industry,the commission level of securities companies gradually declines.The competition between securities companies has been transformed from traditional business competition to customer competition.Securities companies understand the importance of customer management,are taking measures to enhance investment in and to the attention of the customer management,hope that through customer accurate classification,precise marketing,to provide more personalized services and products to meet customer demand,to improve the customer experience and loyalty,customer potential value and create greater economic benefits.However,in the actual customer stratification management of securities companies,there are some problems resulting in the lack of customer segmentation,which greatly reduces the customer satisfaction to the securities companies.Based on this kind of situation,in order to improve the management level of the securities company customer segmentation,this paper takes DongHai Road citic securities sales department,for example,this paper USES literature research,case analysis,interview method,clustering analysis and so on,based on the theory of customer relationship management,service marketing theory,and the theory of customer value,customer segmentation theory,analysis of citic securities DongHai Road sales hierarchical management present situation and existing problems,and put forward the customer segmentation management improvement scheme and implementation of security measures,meet the demand of securities sales department customer layered management,increase customer stickiness,mining the customer potential value,and maximizes the value of customers for the enterprise to create.Through the study of this paper can get the conclusions are:(1)the present DongHai Road citic securities sales department customer layered management problems include: the customer demand and customer value identification is not clear,the classification of the customer segmentation method is not scientific,operational efficiency is not high,differentiated service effect is not ideal,differentiated product design is not perfect,etc.;(2)DongHai Road citic securities sales department customer layered management improvements,should follow the principle of authenticity,refinement principle,individuality principle,change the traditional "classification management individual" style of management as "the classification management group" style of management,not too much emphasis on the realization of the single index,but through perfecting the existing business systems and services at different levels to strengthen customer personalized marketing and management;(3)based on the quantitative stratification analysis of customers based on cluster analysis,build the customer segmentation model,use fast clustering for analysis,and use discriminant analysis for judgment.The results show that the order of importance of each variable to the clustering results is: transaction amount > transaction amount > net commission > account assets.By discriminant analysis,the results of cluster analysis are revised to obtain the classification results.The total sample size was 1631,and the error rate was 2.08%,with small error.Finally,the customer group is divided into high-quality customers,general customers,potential customers;(4)the classified management strategy based on customer stratification is as follows: customer stratification method and customer identification system establishment,differentiated channel service construction and diversified product supply;(5)put forward the implementation guarantee measures for the improvement of customer stratification management,and conduct the customer identification work scientifically,improve the customer information database,strengthen the construction of marketing business and wealth management center,and strengthen product design and development.