Research On The Service Marketing Strategy Optimization Of Guotai Junan Securities Jinan JFL Business Department

The Shanghai Stock Exchange is started for business on December19,1990and marking the official birth of China’s securities market. In the following20years, China’s stock market has experienced the CBBC conversion, the split share structure reform and a gradual improvement of policies, regulations, which makes the gradually maturing of China’s capital market in twists and turns. As an important participant in securities companies in the securities market, it also experienced a full range of marketing conversion from the shopkeeper to the peddler in the following20years. On October16,2007, Shanghai Composite Index was up to6124points which created the legend of China’s stock market. However, it was followed the recession of the Chinese stock market year after year without its former glory. Accompanied with the continued downturn in the stock market, the war of commission among the brokerages, the declining of the customers trading volume, the sharp drop of the commission as the main incomes of the brokerages, the survival environment of brokerages is becoming worse. At present, how to crack the marketing dilemma brokerage vicious competition in the current low-end by improving service marketing model and how to enhance the capability of marketing competitive of brokerage by the optimization of traditional marketing strategy on the purpose of improving further marketing performance and increasing customer satisfaction and loyalty has become the biggest challenges in front of each broker and branch business department. Since the new Chairman of SFC Guo Shuqing raise to power, new policies has been frequently introduced, which has made the reformation in-depth and the stock market is bound to experience a new process of industry integration. According to this, improving the marketing strategy and increasing the marketing efforts to make themselves becoming bigger and stronger for each security company and its branch sales department becomes an urgent requirement.Securities business department as the marketing forefront of the branches of security companies, the marketing strategy of the business department is correct or not will directly determine the securities company’s operating performances. Through the studying and researching of the marketing theories, we took JFL business department of Guotai Junan Securities Jinan branch as a case to research and explore the optimization safeguards of the marketing strategy of the business department. First, this thesis analyzes the external environment of JFL business department comprehensively and pointed out that as the stock market remain in the doldrums and the market competition environment deteriorate further, the survive of the business department has been getting harder and forces the business department to adjust the marketing strategy from external forces. Second, the thesis pointed out that there are certain advantages but also more problems based on the analysis of the internal environment of JFL business department, current marketing strategy and its existing problems, therefore, it also enforces the department to make some further adjustments from internal force. Third, combining the frontier7P marketing theory and the actual status of the business department, we optimize the marketing strategy of the business department, including the product strategy optimization, pricing strategy optimization, channel strategy optimization, promotional strategy optimization, personnel strategy optimization physical evidence optimization and service process optimization. Finally, the safeguards to related the optimized measures of marketing strategy has been offered, including three aspects of resources safeguards, organization safeguards and culture safeguards.The main innovations of this thesis are combining the7P marketing theory with the status of the business department to design the marketing strategy optimization methods and their related safeguard, which has great practical significance conditions for the securities business department to optimize the marketing strategy and enhance the marketing competitive capability in the current market conditions.