Founder Securities Marketing Channel Construction

Chinese securities market has experienced more than a decade of development, but in the traditional profitable mode, marketing cannot get the due attention of the securities companies. In recent years, the securities industry has accelerated market-oriented reforming, securities company and its business outlets have increased, industry increasingly competitive. Securities market has entered "channel age", owing a good marketing channel means having a market, means having the present and future and the largest market value. Enterprises of all marketing activities will commence around the marketing channels, this will be the most essential features of the times.Currently, Founder Security Company is carrying out the stock reform, which hopes to achieve IPO listed at the early of this year. With the rapid growth and increasing competition in the securities industry, companies need to hold the former client, at the same time, build a strong and stable marketing channel, and continuously improve their core competitiveness to meet the needs of the market.This issue selects the marketing channel construction of Founder Securities Co. Firstly, it expounds the theory of knowledge related to marketing channels, and introduces the Five Forces model and SWOT model of qualitative analysis of two commonly used methods, laying a solid base of theory; Secondly, it analyzes the market environment and the problems of marketing channel in Founder Securities Co., proposing a design for the marketing channel, including strengthening the management of regional business outlets, the integration of resources and channel, the management for channel members and the construction of channel alliance, basing on the performance in 2010 to propose a series of expected results for the channel optimization in 2011; Finally, the company relies on an optimized solution for the implementation of safeguards.Overall, the basic conclusions of this study meet the development trend of Founder Securities Co. as a good guide. However, the market always constantly changes, so the company should be adaptable and make appropriate adjustments on the existing strategy if necessary.