Research On The Competitiveness Of Securities Business Based On 4Rs Marketing Theory

Since the second half of 2009,the decline in stock prices,the reduction of domestic brokerage commissions and the increasingly competition of China's securities market have brought securities traders and the traditional brokerage business model a flinty challenge.Facing with the deterioration of the external market environment and the competition from foreign brokers,brokers how to enhance their viability and development capacity,how to improve their core-competitiveness cope with the operating corner,is an important issue for domestic broker to sovle.This article take brokerage business department for reseach object, approach what is the core-competitiveness of brokers,and define the relevant concepts.Based on the analysis of the situation and problems existed in the business of domestic brokers,the article analyses the competitive power of domestic brokers,and explores practical strategies for the development of Chinese securities brokerage from reality.By building the basic system info of "4Rs marketing of securities brokerage",make this text have a guiding role to enhance the competitive power of brokerage business department.This article uses systems analysis,contrast analysis,Five Forces Model and SWOT Model discussing the competitiveness of domestic securities,marketing mode of brokerage business department and business environment based on investigation and consulting literature.On this basis,the text puts forword new marketing mode.That is 4Rs marketing model for Securities Marketing.It is the main approach for brokerage business department to enhance their core-competitiveness.