The Marketing Strategy Study For The Brokerage Business Of D Securities Exchange Department Of China Galaxy Securities Company Limited

The beginning of the fluctuating commission for Securities Agency in May,2002 indicates that the Chinese securities brokerage industry has entered the period of complete competition from monopoly trade. The current capital market has already become to the buyer market. In order to get more market share, the competition between Securities Agencies is rather fierce. Apart from the company's brand and strength, marketing strategies and methods also play significant roles in this competition. The Sales Department could be ensured of winning this competition by enhancing the sense of security marketing and enriching the marketing methods, which could be achieved through improving the analysis of marketing strategies.The Sales Department is elemental business unit and the main executer for the domestic securities brokerage business. This paper selects the D sales department of Galaxy securities agency in Dalian as our object of study. Through enormous analysis and comparison of customer's statistic data and combining the market research, we have explored the suitable marketing strategies and methods for the Dalian D sales department in the view of market segmentation, customer segmentation as well as customer's relationships.The paper describe the general situation of securities marketing in Dalian,Giving a deeply analysis on the competition of securities marketing and the internal situation in this area to the Dalian D sales department through the descriptive investigation on some relative business; At last,bringing forward the proper marketing strategies for the business of D sales department of Galaxy securities agency which contains the marketing strategies of'customer focus',the channel strategies of the D sales department, product strategies, pricing strategies and promotion strategies.By considering the real situation of the sales department, we have constructed the basic theory and frame of securities marketing. This letter could also provide some guidance on how to make the marketing strategies for other securities agencies.