Discussion Of Marketing Of Stock Company Brokerage

Stock brokerage has turned to buyer's market from seller's market, along with depressed admittance of security market, especially implementing freedom of commission in 2002, which increased the supply of brokerage. Competition compells the stock company to turn to walk-seller from sit-seller.The essay focuses on the intrinsical demand of clients and characters of market in new time, including changes of investor structure,investment concept in the market and improvement of technology. The essay points out that service channel is not the essence of supply and competition and stock company should turn to client increment service. So, stock company should improve capability of consultation,product design,research,innovation,marketings customer relationship management,cost control and brand establishment.The essay also analyses target and material contents of brokerage marketing and management of Chinese stock companies. Comparing with successful marketing tactics outside and combining with the practice of marketing tactics of Chinese stock companies, the essay points out that lock of overall marketing conception,the ambiguity of market orientation,short of diverse products and services and lock of perfect marketing service system are the main reasons of inefficient tact utilities of our stock companies. Finally, according to these problems, the author gives suggestions of brokerage marketing tactics for Chinese stock companies. Also, the essay uses Guangfa financing number 4 as marketing case to explain that the key elements of successful stock brokerage marketing are designing innovative products which are market orientated according to characters of their own customers.