Research On Improvement Of Customer Relationship Management Strategy In JNGT Securities Business Department

Since 2019,the domestic securities industry has maintained accelerated development.Deepening the reform of financial system,increasing the proportion of direct financing and promoting the healthy development of multi-level capital market are all important opportunities and challenges faced by the securities industry in the new era.At the same time,the vigorous development of Internet Finance and the further deepening of the floating commission system in the industry are also forcing various securities companies to accelerate the transformation.Taking products for services,implementing differentiated marketing and building an extensible buyer ecosystem are the obvious features emerging in this transformation.In this context,as the tentacle of service extension of securities companies,how to shorten the customer development cycle,improve customer service experience,and maintain and increase the value of customers' assets are all important issues to be faced at present.If customer resource is the source and core asset of enterprise's income,customer relationship management is the key to improve enterprise's income and enlarge core asset.Among them,customer relationship management strategy is the core of this link.Based on the theory of customer relationship management,this paper takes the customer relationship management strategy of jngt securities business department as the object to study the optimization of its customer relationship management strategy,and obtains the following research results:First of all,based on the current situation of customer relationship management strategy of jngt securities business department,this paper points out that there are some problems in the current stock customer management of the business department,such as the lack of customer classification,the lack of evaluation of customer groups,the lack of evaluation of potential customer value,the unclear positioning of service objects,and the homogenization of service.Secondly,in view of the existing problems,by drawing on the advanced management experience of other business departments,relying on Pareto classification and key minority laws and other related theoretical knowledge,the stock customers are divided into three categories: value investors,trend investors and emotional investors.Using AHP to evaluate the value of each kind of investors.According to the evaluation results,100 stock customer samples randomly selected by jngt securities business department are grouped.Thirdly,according to the wave theory,the operation trend of A-share market in the same period is abstracted as "8-wave model",three groups of sample data are filled into the corresponding position of "8-wave model",and according to the different performance of each group of investors in different stages of the stock market,the trading behavior of such investors in the future when the A-share market changes is predicted.The research finds that the customer relationship management strategy should With the change of market operation rhythm,we make timely improvement,and construct the improvement plan of customer relationship management strategy of jngt securities business department from three aspects of differentiated marketing,performance evaluation and investment consulting system construction.Finally,the paper puts forward the guarantee system for the implementation of the improvement scheme of customer relationship management strategy of jngt securities business department.The research of this paper has important reference significance for jngt securities business department to do well in customer relationship management,improve customer service level and obtain sustainable competitiveness in the future.It can also be used as a benchmark for securities companies in J City,and also provide valuable reference for other securities companies in the same industry.