Research On The Customer Service Management Of China Everbright Securities International Co.,Ltd.under The Circumstance Of Internet Finance

With the development of economic globalization and the deepening of financial reforms,the gradual opening-up of the mainland financial markets after Hong Kong returned to Chinese rule,and increasingly matured investor education system in mainland China,Chinese banks,securities brokerage firms,insurers and other financial institutions have made continuous efforts to expand business in Hong Kong as well as overseas markets,in a bid promote their business development,while Hong Kong and overseas financial institutions also work to tap the mainland market through establishing outlets and channels in China across various channels and regions after conducting M&A schemes.Hong Kong-based brokerages increase exposure in mainland China mainly by catering Chinese customers after merging with their mainland peers and obtaining business licenses issued by Hong Kong authorities.Meanwhile,some affluent mainland clients,after receiving investor education on a continuous basis,hope to explore more investment channels to preserve or increase wealth when their wealth reaches a certain level.With the two parties being able to satisfy each other's demand,transactions came into being,and the customer base keeps expanding.Given the growing number of mainland customers,the different political,economic and cultural environments between Hong Kong and the Mainland,as well as the different lifestyles of people living in these two markets,Chinese brokerage firms are challenged by customer complaints and churn in Hong Kong due to different customer preferences and different working modes of staff members.First of all,this dissertation describes basic theories related to customer service management,by briefing the experience of large-scale domestic and multinational companies from the perspective of customer service management,and introducing the basic situation of securities market in Hong Kong.Second,the rise of Internet finance,domestic financial institutions adopting the going-out strategy,foreign financial institutions tapping into the domestic market,and Hong Kong brokerage firms tapping into the mainland market,winning a growing number of customers in China,are situations faced with all Chinese brokerage in Hong Kong.Again,through the analysis of the status of the company,and taking into account the company's main direction of market exploration in the future as well as its new profit growth points,the dissertation proposes changes to be made amid the development of Internet finance,emphasizing the company must take measures to adapt to market development in a bid to meet customer demand,improve customer satisfaction,and enhance customer experience.This dissertation combines theory and practice,advising to make changes to Hong Kong-based brokerages' customer service work under the internet finance model,and it can thus provide reference to Hong Kong-based Chinese brokers' customer service management-related work.