The Study Of Customer Relationship Management At GT Securities

China’s securities industry has experienced several high-speed development and several twists and turns,prosperity and crisis,securities brokerage business is still the core function of securities companies,customer resources is the most important strategic resources of securities companies.The traditional "product-oriented" marketing model makes marketers self-interest-driven,can not establish a good customer relationship,has been unable to promote the long-term development of securities companies,only to effectively implement the "customer-oriented" customer relationship management,is the long-term way.Based on the analysis of GT securities company’s external environment(macro environment and industrial environment),this paper based on GT securities company’s development background,organizational structure,business development and service marketing status,using the questionnaire method to investigate and analyze the company’s customer satisfaction,It is found that the problems of customer relationship management in GT securities company can be summarized as following four aspects: 1.The marketing service personnel are intermingled with the good and bad,the short-term interests are pursued,the personal interests are higher than the customer’s interests.The brand culture and the propaganda slogan of "customer first" flow into the form;2,the business process is lengthy,and the service fault phenomenon and weight exist.Complex marketing phenomenon,information is not transparent,service efficiency and business efficiency is low;3,the lack of effective customer service performance evaluation system,can not guarantee the effective implementation of customer relationship management;4,the management layer is still "product is king" customer management model,can not really match the customer’s personalized needs,and customers It is difficult to achieve precise marketing because of the deviation of demand,but the customer experience is not good enough,but products or services can not be sold.Combined with domestic and foreign research and related theories,the corresponding solutions are discussed in view of the four main problems mentioned above: 1,building enterprise culture centered on customer relationship management;2,optimizing organizational structure,reconstructing business process;3,designing customer relationship management performance indicators;4,realizing from "product centered" to "customer" Customer centered "customer relationship management" transformation.Finally,the effective implementation of the solution is ensured in terms of company concept,organization,management and personnel training.Under the background of network economy,information sharing leads to the transparency of customer information and company products and services.If securities companies want not to be eliminated in the competition,they must conform to the requirements of the times and truly adhere to the "customer-oriented" enterprise strategic transformation.GT securities company is one of the large-scale comprehensive securities companies in China.The analysis and research of its customer relationship management have certain reference significance for other domestic securities companies.