Research On The T Securities Company Customer Development Strategy Of Marketing Channel Management

After years of low brokerage in Chinese securities industry, thesecurities companies turn into vicious competition. Now the supervisiondepartment of securities industry is also aware of the adverse impact onthe development of competition. From the beginning of2011, thesupervision department of securities industry has adopted theself-discipline method intended to improve the market environment. Butthe securities companies showed varieties of a single business and serioushomogeneous competition. The price war and brokerage war has been unableto meet the development of the securities industry’s footsteps. Now thesecurities companies facing the problems as: How to expand themarket scale and increase profitability, how to improve the servicelevels and support the technical background, how to enhance customerservice management. And those are also the background of this research.This article first start with the theory of making a comparativeanalysis of the domestic and international current channel strategyresearch, and then related concepts involved in this paper and thecontents are summarized. Thus make a theoretical foundation for theempirical analysis and research the problems. Based on the T securitiescompany’s data as an example, and do an empirical analysis. Not onlyanalyzes the current situation of T securities company, also introducedthe T securities company customer development strategy of marketingchannel management, including bank channel strategy, group channelstrategy, community and supermarket channel strategy, internet channelstrategy. The conclusion of the empirical analysis is the basis of in-depthresearch. On the basis of empirical analysis, this paper from themanagement level and operational level to expand the problem analysis ofT securities company customer development strategy of marketing channelmanagement. On the management level, the main problem is the existingchannels strategy leads to excessive levels of management. On theoperational level, the problems are the operation problem of bank channelstrategy and channel strategy. In addition the customer developmentstrategy of marketing channel management is lack of innovation is alsopresented. Aiming at some problems mentioned above, this paper putsforward the corresponding suggestions. On the one hand is optimized forbank channel strategy and channel strategy, on the other hand, is thedetailed analysis of Edward Jones pattern division channel strategy. Fromthe overview for Edward Jones pattern division channel strategy and thenanalyzes the advantage of this channel strategy. And demonstrate theactualization and risk control of Edward Jones pattern division channelstrategy.