On The Marketing Mode Of Chinese Security Company

Since 2004, CSRC(China Securities Regulatory Commission) effectively rectifies the Chinese Security Market, cracks down on the market plunge atmosphere, establishes and perfects the risk monitoring and warning system with net capital as the core, which has laid a solid foundation for the future of the Chinese securities industry. Meanwhile, through the analysis on the profit structure of the Chinese Security Company, we found that the risk of securities proprietary business is huge and its profit is unstable, the proportion of securities underwriting and sponsoring security is small, the securities brokerage business is still the main business of Chinese security Company. As the security companies are lack of consulting services ability and providing similar services, they have not formed core competitiveness, which leads to price war of the transaction commission.This article studies the inner-outer environment of the Chinese security industry and the marketing mode of brokerage business from four parts, it also puts forward the specific transformation method of marketing mode of brokerage business.The first chapter introduces the background of this article and the research method. It also states the related theories.The second chapter firstly reviews the development of the Chinese security industry and summarizes the characteristics of the development. Then it analyzes the environment of the Chinese security industry, reaches the conclusion of blooming investment demand, loosely policy environment and intense competitiveness.The third chapter introduces the four successful classic marketing mode of Wall Street security industry, and concludes five successful experiences. It then put forward two developing trend of marketing mode of the Chinese security company's brokerage business:1.the transformation from channel service to financial planning service.2. Chinese security company will form the unique core competitiveness based on different ability.The fourth chapter uses SWOT analysis method, set HX Security Company as an example, based on the previous research, analyzes the strength, weakness, opportunity and threat, and concludes the favorable market mode of HX Security Company.