Chinese Securities Brokerage Business Marketing Strategy Research

Capital market is an important portion of the Socialistic market system; it has a direct impact on the domestic economy. Securities organization, amongst other organizations in the capital market, plays an important role to keep the market's development heathly. The operation and management of a securities organization is the key factor to its success. The marketing strategies become more and more important. In the past, securities organization usually had little concern about this issue under such circumstance: a lot of administrative intervention, lack of relevant regulation and law, the monopolization of this industry, etc. As a result, securities organizations ignored their own marketing competence development. But circumstance has changed; the competition of the capital market requires the adaptation of securities organization's operation and management, especially to enhance their marketing ability.This paper is divided into 4 chapters:Ch 1: Analysis and introduction of current stock broking market from 4 perspectives: Micro organization model of current stock broking business; the cost and the profit; current status; common problems.Ch 2: analysis of the new circumstance that the stock broking business faced. According to the marketing theory, the first step of marketing is to analyse the current and future market shift, then to make marketing plan based on the analyse result. The economic, political, technical circumstace change a lot although this business have only a decade history in China, so the analysis is extreme important to the success of this business.Ch 3: analyses the nature of stock broking business; position the stock broking business; explain how to set up marketing concept in stock broking business; explain how to use the Client Subdividing theory and the Customer Delivered Value theory to guide the marketing work.Ch 4: Some strategy and suggestion for the stock broking business, such as services, products, pricing and techniques.The study and research of stock broking business marketing is still a new area in China. The purpose of my research is to present a framework of stock broking business, it is based on the actual situation of China's stock market, and refers to the basic marketing theories, use a large maunder of marketing data. I hope this study has value at promoting the operation and managing level of securities organization, especial for those who want upgrade its marketing ability. But limited by my knowledge, there maybe some mistake and missing in my paper, any suggestion is welcome.