A Securities Company In Changsha Office Of Brokerage Business Marketing Strategy Research

With China’s accession to the WTO, the opening of the securities industry is an inevitable trend, its development faces the pressure from the international and domestic competition.On one hand, foreign capital can be shares directly or form a joint venture with the domestic securities companies which caused a tremendous impact to the running of the domestic securities companies, especially the foreign securities companies superior than domestic securities companies in marketing management, talent contest and service innovation.On the other hand, the competition witch securities brokerage faced have been gradually enlarging, its former monopoly position has already been challenged from commercial Banks, asset management companies, trust companies, IT companies and mobile communications businesses. The development trend of Securities brokerage will become very severe with more intense competition and more meager profits. The situation of brokers in brokerage fields is not optimistic. The brokerage market from the seller’s market to the buyer’s market, the ability of bargaining is dropping and the profit is declining. Thus the brokers have to introduce into ideas of marketing management, strengthen their own service quality to win customers, so that they could manage the securities brokerage better.A securities company is a comprehensive national of a kind of AA securities company. Its Changsha affiliate sales located in the center city strip of Changsha whose brokerage has16years of development. With the complex changes of internal and external environment of the sales, marketing team marketing idea should be timely update, product competitiveness will be strengthened and customer relations also need to be better development and maintenance. This paper, on the basis of SWOT environment analysis theory, the product life cycle theory and the theory of relationship marketing, analysis the internal and external environment of Changsha sales and the competitiveness of their products. Through the questionnaire survey and analysis the relationship status between the Changsha and the effective customers.Thus develops and forms the specific marketing strategy of Changsha sales brokerage, points out that to ensure the correct implementation of the marketing strategy, the business department needs to Optimal management of institutions, Increase personnel training, and build customer service platform, risk control system of organization management to provide the appropriate protection. This study provides a useful reference for the formation and organization of the A securities company Changsha business brokerage business marketing strategy implementation.