A Study On Marketing Strategy Of China Securities Companies

Development of the stock market, which is an important part of the national markets, is the decision factors of the state enterprises' reform and national economic development also. As the important member of the stock market, the performances of the securities companies have very significance for the development of the stock market. Because the competition between the securities companies has become more and more fierce, securities companies have to improve the performance for getting benefit. So securities companies pay more and more attention to the market and improve their selling skill. In the dissertation, securities market is focused on. Based on the situation of Chinese securities companies, theoretical framework of securities market is proposed. The study of the dissertation has theoretical significance and practical value for Chinese securities companies to improve management and ability to competition.In the dissertation, first, the concept of marketing is introduced into the securities market and the current situation of marketing researches at home and abroad is reviewed. Second, the differences between traditional marketing and the securities marketing are deeply discussed. The meaning and characteristics of securities marketing are clearly disclosed and the development procedure of securities marketing theory is summarized. Third, the Chinese securities marketing environment, market segmentation, target choice, price strategy and promotion channels are put forward and analyzed by connecting with the reality of the Chinese securities companies. Finally, a real case is studied. The competition power of the top ten securities companies in China is evaluated by using Porter's competitive matrix theory and related suggestions are given out.