A Study Of Optimization Strategy Of Customer Relationship Management Mode Of A Financial Assets Transaction Platform

Along with the continuously progress of globalization as well as the acceleration of economic development in China,financial industry is facing a greater challenge due to a more complex and volatile development environment.Because of the growth spurt of scale of financial assets and unbalanced economy development in different regions,there is an urgent demand for a professional transaction platform to effectively prevent financial asset trading risks,optimize financial asset allocation and promote the construction of financial industry system.Therefore,regional financial assets transaction platform emerged.Nevertheless,as the number of regional financial assets transaction platforms increased,the semi-monopoly position of the industry has been broken,and the industry has entered the complete market competition with higher pressure.It is necessary to pay more attention on costumer values,in order to a foothold in the new competition.Hence,for the regional financial assets transaction platform,it is a new development trend to attach importance to customer relationship management and enhance the quality of customer relationship management.Optimizing customer relationship management mode can not only help the regional financial assets transaction platform strengthen the competition ability of the enterprises,but also guarantee the steady,orderly and healthy development of the financial industry,and boost local economic development.Therefore,this study focused on the mentioned issue.In this thesis,taken A financial assets transaction platform as an instance,in the new competitive environment it showed serious customer churn,decreased satisfaction and profit shrinking on an annual basis.Under such a situation,this paper combined Customer Relationship Management theory,Customer Value theory and "80-20 rule",Customer Segmentation theory,Customer Satisfaction and Loyalty theory,on the basis of theoretical research by many scholars.Also,field research,questionnaire survey and typical interview were conducted,in order to obtaining first-hand data on customer relationship management mode of A financial assets transaction platform.The questions summarized in the paper included the chaotic management of customer file,low satisfaction,poor customers' activeparticipation,deficient deep cooperation with key customers,as well as weak second cooperation.Those issues were then analyzed from subjective,objective perspectives.The subjective causes of the problem included insufficient emphasis from managers and Front-line opera staff.Objective reasons involved the changes of market competition pattern,the absence of customer relationship management and short of long-term maintenance and redevelopment mechanisms.Finally,the improvement approaches were presented,including enhancing the concept cultivation of customer relationship management model,optimizing the organization construction of customer relationship management mode,implementing the use of information-based big data in customer relationship management,focusing on one-to-one maintenance and redevelopment of key customers.