Research On Advisory Services Model Innovation At XX Securities’ Business Department

With the continuous development and promotion of China’s securities market, the types of investment products have become more abundant, securities investment has become professional and international increasingly, securities market and securities investors have gradually matured, securities business has been transformed from a seller’s market to a buyer’s market, and a single price advantage can’t be satisfied with the needs of investors. Therefore, the securities investment company must take the focus on improving the services. By enhancing investor’s satisfaction and loyalty, securities companies must reinforce and maintain long-term and mutual beneficial exchange with investors and realize the growth of corporate performance and long-term sustainable development.Investment adviser occupies a pivotal position in the development of securities markets. Under the circumstances of paying more attention on services, simple price advantage obviously can’t meet customers’expectations, so the brokers gradually become aware of the need of improving service quality to meet customer demand, which is an effective way to enhance the business advantage in the competition. Therefore, how to combine the actual situation of the enterprises themselves, explore and master the modes of operation of a series of services, and increase customers’ satisfaction have become an important issue need to be solved urgently for each securities company.According to my practical experiences in the XX securities companies for many years and the use of some relevant theoretical knowledge of the services and marketing, the author made a detailed analysis and research on problems of services marketing of XX securities company and gave some practical suggestions and methods on the basis of field research on XX securities company to improve their service management level, hope to better meet customer’s needs and improve customers’satisfactions.