Marketing Strategies Research On The Domestic Securities Brokerage Business Under The Internet Environment

With coming into WTO and implanting commission system innovation, the competition in China's securities market is fierce at present. The traditional securities brokerage business models are facing the serious challenges. In order to carry out the transformation of securities brokerage business completely, it is very vital for securities companies to change management ideas in good time, go through establishment and implement of valid marketing strategies. In this paper, the securities brokerage business marketing under the Internet environment was chosen as the research object, combining with actual situation of securities companies in China, the feasible theory system and the frame were constructed. It will enhance management level of securities companies and particularly instruct the securities company marketing ability to some extent to exploit the practical marketing strategies for the securities brokerage business.First of all, Based on collecting and tiding up exterior and internal environment information, it is analyzed that the policy, economy, technology, and social culture environment facing securities companies. These industry structures were researched based on industry competition theories of Potter. Secondly, starting with analysis of present marketing situation in traditional securities brokerage business modes, problems existed in securities brokerage business marketing under traditional and network securities business environment are pointed out. Furthermore, the influence on the traditional securities brokerage business marketing by the Internet environment was probed into. The traditional securities brokerage business modes mainly exist problems as business department distributing asymmetry, providing a similar service and the indefinitely division of labor inner the department etc; securities brokerage business marketing under the Internet environment embodies lacking the high character marketing troops, scorching price competition, the service system in which customer are took as center not being built up etc. Thirdly, according to marketing process reengineering thought inthe network, marketing strategies for securities brokerage business adapted to the domestic Internet environment were established On the basis of target customer confirmed, including the target market stratagem, website strategy, Customer Relationship Management strategies and marketing-mix strategies (4P). Moreover, the AHP and fuzzy integrated evaluation methods are used to build up marketing performance evaluation model. Finally, empirical study was made concerning Everbright Securities Co., Ltd. In this part, the qualitatively analysis on the fundamentals of the securities brokerage business of this company was made, what's more, based on the evaluation model of marketing strategy, quantitatively analysis was given. Therefore, the problems exist in the current marketing activities. On the basis of these analyses, marketing strategies for this company were established and the corresponding implementation suggestions were put forward.