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XY Securities brokerage business Customer Relationship Management

Author: ChenXu
Tutor: ShaoPeiJi
School: University of Electronic Science and Technology
Course: Business Administration
Keywords: Customer Relationship Management XY securities Solutions
CLC: F832.5
Type: Master's thesis
Year: 2009
Downloads: 407
Quote: 0
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With the high-speed development of China’s economic reform and opening up, Securities companies meet with great opportunities in market as well as the hot competition which comes from the same industry, especially from top oversea companies. Therefore, the focus of Competition among securities industry is how to rovide high quality service and professional investment suggestion for the customer, o that company is able to further consolidate and develop the long-term relationship with customer. Basically, t is an effective way that Customer Relationship Management (Hereinafter is CRM)is implemented successfully to be lead in the competition.The article uses CRM is implemented in XY Securities co., ltd. as subject, by various analysis methods(e. g. comparative studies, quantitative analysis) and tools(e.g. SCP paradigm, SWOT),systematically analyze and discuss the issue that existing CRM in XY and management of company, the reaction strategy and solution to enhance CRM as well as the management issues after enhanced CRM is implemented.The article firstly introducing the background of this topic, the goal of the research, analogical research both in the national and abroad as well as the thought, method and framework of the article. After that, according to the existing CRM of XY, emphasis on introducing basic information of company and architecture of existing CRM, functions and known issues in existing system. Based on that, introduce the improvement action for CRM of XY. It’s the key part of this article. Against foregoing structure issues, through market investigation and real case analysis, provide a solution to enhance existing CRM from following aspects:the architecture, function structure and hardware structure of existing system, Furthermore, implementing analysis of assurance action and performance management solution once after CRM is enhanced.The article emphasizes CRM is not only a system application, but also is improvement of management concept. Implementing CRM is full range of system engineering which concerns with strategy target of company, Tactic Action, Organize Refactoring, Process Optimization, Technology Innovation and Customer Value Realization. It is primary assurance that setting up the concept of customer relationship management to implement CRM successfully, meanwhile successfully implementing CRM is an effective solution to ensure security company lead in the competition.

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Financial market
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