Sybase Data Warehouse Dapeng Securities application Case

China's securities market after entering WTO, under the influence of economic globalization and the trend of financial mixed industry, will fall into the "embattled" situation in the coming period: on the one hand, the monopoly pattern that relies on the licence operation is being broken, the bank, insurance, even IT industry is peering into the stock market this piece of cake; Famous foreign investment banks have sought cooperation with their domestic counterparts to share the benefits of the rapid growth of China's capital markets. In this context, the securities companies simply provide a variety of services to facilitate users can no longer meet the personalized service needs. How to create a product line, organize more targeted marketing activities to maintain customer loyalty, attract new customers to maintain sufficient profitability is the key to strengthen the company's competitiveness of securities companies.

After more than more than 10 years ' development, the securities industry has become one of the highly-intensive computer applications in China today. A high degree of information makes it accumulate a large number of data, including enterprise internal data such as enterprise financial situation, product sales, as well as external data, such as enterprise product market share, customer number, customer preferences and so on. How to use these data, deep mining data resources and analysis, so that the company's decision-makers in time to grasp the company's operation, and based on these analysis results to formulate long-term planning, so as to improve the company's management level and competitive advantage, the securities company's technical departments are currently working direction.

"Project Background"

It is precisely based on the changes in the market, many well-known securities enterprises began to seek through technological innovation to excavate internal resources, improve the competitiveness of enterprises. Dapeng Securities as a national comprehensive securities company, is one of the earliest to change the company. Dapeng Securities was founded in 1993, with the continuous development of the company's business, the company's management gradually realized: to enhance the core competitiveness of brokerage business, we must change the original "Securities trading as the center" mode of operation, the introduction of customer relationship management concept, the implementation of customer relationship management, the establishment of "customer-centric" Brokerage Business Operation mode. By understanding the customer's behavior profile, investment needs, investment trends, risk tolerance, targeted "one-on-one" personalized financial services to help customers achieve the value of assets, value-added, improve customer service quality, improve customer satisfaction and loyalty, so as to maximize customer's lifetime worth to the company. Dapeng Securities expects to make a strong analysis of brokerage business and customer data through advanced Data Warehouse technology, and to recognize and understand customer and business status from the perspective of quantitative analysis, and to provide rational decision support for the successful implementation of customer relationship management.

"Data Warehouse Selection"

According to their own needs and the current situation of Dapeng Securities, Dapeng Securities in the Data Warehouse selection has carried out a lot of serious and meticulous work. Dapeng Securities in the platform selection, they mainly considered the following points:

1. Previous successful experience of suppliers and maturity of products

2. Supplier's after-sale service and technical support ability

3. Supplier's resource allocation capability

4. The main indicators for measuring database performance tpc-d. There are 3 main areas of data to consider:

A.QPPD: Describes the query processing capabilities of the system. (The bigger the data, the better)

B.QTHD: The result of flow test, which describes the processing ability of the system when multiple users are querying at the same time. In other words, it also fully represents the parallel processing capability of the system. (The bigger the data, the better)

C.qphd: That is, the price performance ratio. (The smaller the data the better)

5. Parallel processing capability of the system

6. Complexity of System Management

7. Availability and reliability of the system

8. Scalability of the system

After careful repeated evaluation and comparison, Dapeng Securities finally selected the world's leading data management and enterprise integration solution provider Sybase Company. Dapeng Securities chose Sybase, because Sybase in the field of data warehousing has a strong strength, especially in the domestic and foreign securities markets in a wide range of corporate visibility and a number of successful application implementation cases, and from a number of third-party enterprises to understand the more detailed application. It can be said that Sybase technology and service capabilities are beyond doubt. In the specific communication process, Sybase provided the solution to meet our application requirements.

First, Sybase's scheme has excellent integration, Data Warehouse is a variety of data source data set after the collection, must be able to come from multiple data sources of data browsing and analysis integration, Sybase's solution to solve this problem perfectly. And there is security. Security is a top priority for the securities industry, and Sybase's program provides us with perfect security controls. With the development of our business, system expansion will be an unavoidable problem, Sybase's solution allows us to start from a simple architecture, and can easily and smoothly expand the existing architecture to meet future needs. At the same time their program also takes into account the new Data Warehouse system and our overall planning of information framework, which brings us a great convenience in the future development. Furthermore, Sybase's program is open to support a wide range of open interfaces or standard technologies, and also supports our existing heterogeneous data sources. Of course, the performance of the system is self-evident, because the excellent data loading and data query speed, is a data warehouse success or not one of the signs. Through the above all-round investigation, Sybase's program impressed us, and after repeated comparisons with other programs, we agreed that it would be a mistake if we did not choose Sybase.