Brokerage Marketing Management Analysis Of United Security Co.Ltd

Currently, the securities brokerage business occupies an important position in the management of most brokers, and is also the main source of profit for many brokers. In the future development, the securities brokerage business will be the most competitive business among the major securities companies. Securities companies have an urgent need to conduct a comprehensive, in-depth thinking about the securities brokerage marketing management issues. If the securities companies want to survive and develop in the fierce market competition, they must find the best method of brokerage marketing management according to the actual situation of their own, and help the securities companies achieve healthy and long-run development.Securities brokerage marketing is to enable investors to buy financial products and corresponding services they need, using the resources of securities companies and under the guidance of marketing theories. At present, the main marketing modes in China include the one-to-one marketing mode, the brand marketing mode, the in-depth marketing mode, the network marketing mode, the database marketing model, and the cultural marketing mode. In the marketing practice of companies, usually these types of marketing modes are not isolated, but used in combinations. In the foreign countries where the securities markets are more mature, they basically use the marketing management modes of three relatively successful securities companies in the U.S., including: Merrill Lynch, Charles Schwab and E-Trade marketing management modes. This paper first demonstrates the marketing management modes of our country and the successful marketing management modes of foreign countries, and then states the necessity to strengthen the securities brokerage marketing management of our country and the reasons.The brokerage business of the United Securities has primarily experienced the retail hall, the medium and large investors'room, the client managers and the agent modes. In the current brokerage business, the securities brokerage marketing management of the United Securities still have some problems, such as the professional standards of the securities brokers are low, the status has not been recognized, the differentiated marketing of products and services is not enough, there is no effective customer segmentation and management, the management of marketing channels needs improvements, and etc. For the specific reasons causing these problems, this paper analyze in detail respectively from four aspects which are staff, service, customers and channels.To solve the management problems above, I also consider mainly from four aspects. First, with respect to the staff, we should manage the broker the same as formal staff so that their status can be recognized by the society. Also, we need to establish a scientific and complete examination and training system to improve the quality and the operational capacity of the securities practitioners. Besides, we should also improve the investors'right to know, and establish comprehensive credit records management regulations to reduce the legal and moral risks of employees. Second, with respect to services, we should strengthen the management of service process, expand the cooperation network, communicate directly with customers, and build a customer-oriented service system. Third, with respect to the customer management, besides the effective customer segmentation, we should also pay special attention to the management and services of important institutional clients. Finally, with respect to the channel construction, we should analyze the factors that influence the effectiveness of the channels, find the strategies for channel selection and development, and thus, maximize the influences of the marketing channels.The United Securities still has some areas to be improved. We state the solutions according to their causes, hoping that these suggestions would be helpful also for other domestic securities companies so that customers, employees and companies can all benefit. The innovation of this paper is to propose the corporation of the securities companies and the colleges. The colleges should play an active role in training the high level talents in the filed of securities, and with the joint efforts of the securities companies, train more excellent security professionals for our country.