China Galaxy Securities Marketing System

Securities companies are key players in China's capital market. These companies are not only important for the healthy development of Chinese securities market but also have key effects on the reformation of state owned firms. However, with the introduction of stock issuing sanction regulation, floating commission of securities trading, intensifying firms' information disclosure, the gradual opening of Chinese securities industry to international investors, the development of institutional investors, and etc. Chinese securities industry has changed from a protective licensed high-profitable monopoly to a free open-competitive low-profitable industry. As a result, the survival and development of securities companies are in critical condition. Under these circumstances, the improvement of securities companies' marketing, the development of securities companies' marketing ability; to establish strategic structure and service system of marketing system with the idea of "client-centered & products-directed" in combination of market environment and individual company's self-conditions, to forge key-competition edge which suited to local conditions, appear to be more and more important.The key point to improve the marketing ability of Chinese securities companies is to plan and practice marketing operations from a strategic point of view. Thus, this thesis strives to combine theory and practice based on a research model of "raise question-analyze question-solve question" in order to perform a systematic study on establishment of marketing system of China Galaxy Securities Co., Ltd. The first chapter gives an introduction on selection background of this thesis' topic, related basic theories of securities marketing and up-to-date developments. The second chapter analyzes the comparison of the marketing system of China Galaxy Securities...