Research On Data-Driven Internet Customer Retention Of Hua Long Securities

With the rapid development of my country's internet securities business,internet trading has replaced traditional business outlets and has become the main way for customers to open accounts,transfer funds,and participate in securities investment.The Internet has become the main channel for securities companies to grab customer resources.Therefore,small and medium-sized securities companies have gradually weakened their advantages in the scale of outlets in some areas and are facing unprecedented operating pressure.In the increasingly fierce market competition,retaining customers is the top priority for the survival of securities companies and the key to sustainable development.This study takes Hualong Securities as the research object,based on data-driven,comprehensively using funnel theory,customer segmentation theory,descriptive data analysis,correlation analysis and regression analysis to analyze the current status of Hualong Securities' internet customer retention.Through the design of the customer retention funnel,the internet securities business is divided into the account opening layer,the deposit layer and the transaction layer,and different indicators are set in each layer.Research and analysis of customer data at each level through different dimensions reveals the problems of customer retention at each level,explores the influencing factors related to internet customer retention,and then proposes optimization strategies for the improvement of Hualong Securities' internet customer retention.The research found that Hualong Securities Company's internet customer retention currently has a continuous decrease in the number of open accounts,serious imbalances in customer retention in different levels of cities,empirical definition of customer types,hierarchical conversion rates and retention rates are declining year by year.Analysis shows that it affects the Hualong Securities Network The main factors for customer retention:(1)The management model of the funnel layer has not been established.(2)The ability to predict changes in the number of internet customers is insufficient.(3)Traditional customer segmentation cannot meet the needs of the Internet age.(4)Lack of conversion methods for different tiered network customers.(5)Lack of a systematic strategy for retention of internet customers.In response to the above five issues,the AARRR growth strategy is proposed to solve the problem of customer retention through five levels of customer acquisition,activation,retention,monetization,and dissemination.The innovation of this paper is guided by the data-driven theory,using the funnel model to conduct a hierarchical research and analysis of the internet business of Hualong Securities.The usual research is used to study the market and individual stock trends,market valuation indicators and market sentiment indicators,and customer data In combination,explore factors that are significantly related to changes in the number of customers at all levels,and build the ability to analyze and predict changes in the number of internet customers.Re-examine the internet securitiesbusiness from the perspective of customer retention,introduce hierarchical conversion rate and retention rate,get out of the original experience management path dependence on effective accounts,and clarify that retention is the fundamental task of internet customer management.With the goal of internet customer retention,combined with the different types of index systems of different levels of internet securities business,the traditional customer management segmentation is optimized.The research on the internet customer retention of Hualong Securities will help optimize the internet customer retention strategy of Hualong Securities,and also provide a certain theoretical basis and experience for the internet customer retention of the securities industry.