The Marketing Strategy Analysis For The Brokerage Business Of One Of Huatai's Securities Exchange Department

China's securities brokerage industry has gone through nearly 20 years of development, gradually from the period of a monopolistic operating industry to the period of perfect competition. The initial stage of development of the capital market is a seller's market. That is, the securities companies are in dominant position. However, the current capital market has become a buyer's market. The securities companies are involved in an increasingly competitive status. This competition relies on the strength of securities companies. Other than that the marketing strategy and the marketing methods also play a very important role. Therefore, to enhance the awareness of marketing and strengthen the marketing strategy analysis is very important for the securities companies to get an invincible position in the competition.The basic operating business units for domestic securities brokerage business is securities exchange department. The aim of this article is to explore the marketing strategy and scheme in order to maximize the proceeds of the securities exchange department. The article chose securities exchange department of Huatai Securities in Yongle Rd., Wuxi, as a case, Through a large number of on-site survey of existing research and statistical analysis of customer data, outlined various aspects of comparative data, market segmentation, target markets and market positioning, and so on a comprehensive analysis, then did the marketing Strategy research. This study combined the real situation of securities exchange department and built a basic theory system and framework for "securities marketing", which can be a guide or direction for the securities exchange departments of other securities companies which want to establish the marketing strategy and improve the marketing skill.This article is a descriptive study of business. The full text is divided into eight chapters: the first chapter for the introduction of this article introduces the research background, the significance, the problem, the objects, the aims, as well as research ideas and methods; chapter II introduces the theory, concepts and methods of analysis which involved in this article, laying the theoretical foundation for the study; the third and fourth respectively are the external and internal situation analysis for Yongle securities exchange department in Wuxi.; Chapter V are Class analysis, customer segmentation and targeting customers based on the business transaction of the Yongle securities exchange department; Chapter VI, through market research, market position for Yongle securities exchange department based on investors'preference to the department attributes; Chapter VII Put forward 7P's services Marketing strategy for Yongle securities exchange department; Chapter VIII are the conclusions and recommendations for this article, which points out the inadequacies, as well as further research.