Research On The Promotion Of Key Customer Management Of Rong Xin Securities

Nowadays,the competition of homogenization of the securities market is very fierce.while maintaining the existing customers,the major securities companies are expanding their new customers by improving their management and service capabilities.As the main source of profits of securities companies,large customers have made great contributions to the profits of the securities industry,and are the important strategic resources of securities companies and the guarantee of sustainable development.Therefore,it is very important for the development of securities industry to strengthen the management of major clients,develop and maintain the resources of major clients,and improve the income contribution,service satisfaction and enterprise loyalty of large clients to securities companies.Therefore,it is of far-reaching significance to study the promotion scheme of major customer management for the long-term development of Rongxin Securities in the future.This paper first introduces the research background of this paper,then clearly defines the related concepts of large customer management,briefly summarizes and reviews the related theories of major customer management at home and abroad,and lays a certain theoretical foundation for the following research.Secondly,it analyzes in detail the current development environment and its own resource situation of Rongxin Securities,and analyzes the present situation of major customer management from the aspects of business development,service,management team and the construction of large customer system.This paper summarizes the problems existing in the management of large clients of Rongxin Securities at present.The problems are mainly manifested in the following four aspects: Lack of customer-oriented organization structure,lack of key account management talent,lack of compensation incentive system matching with the key account management,and the weak ability of enterprise information management.And on this basis,combined with my many years of working experience in securities companies,through a questionnaire survey in-depth study of the major customer management of Rongxin Securities,from the customer and Rongxin Securities two angles to summarize the existing problems and causes of Rongxin Securities,Then,in view of the above research,this paper puts forward the idea of improving the management of the major clients of Rongxin Securities and the concrete implementation scheme of the promotion.It includes updating the concept of major customer management,establishing customer manager management system and customer identification system and perfecting customer relationship management system.Although Rongxin Securities is one of the top securities firms in the industry,there are also many management and institutional loopholes in it.it is precisely these reasons that hinder the further improvement of the management ability of Rongxin Securities' major clients.And this paper makes a comprehensive analysis of the current situation,more understanding of the development of large customers of Rongxin Securities,and puts forward the methods and ways to solve the current customer management problems.This paper hopes to provide reference for other securities companies through the study of the promotion of large customer management of Rongxin Securities.