Research On The Target Market Selection Of HT Securities Brokerage Business

The brokerage business is the main business of the domestic securities companies and brokerage income often account for more than half of the income of the securities companies. After the liberalization of brokerage commission, as the competition in the domestic brokerage intensifying, especially after the2007bull market, brokers are busy building the new business department to occupy the market, the number of business department large increasing lead to commission price war intensified competition in the securities brokerage business reached an unprecedented intensity. In a fully competitive environment, the services and products offered by securities company serious homogenization, and securities brokerage income undue reliance on the securities market."Dependent on Heaven for food", it has not improved.With the intense competition of the securities brokerage business, the stock commission rates keep to decline, the Securities company profit also declined, the securities industry came across adversity. After took office in2012, Guo Shuqing who is the new chairman of the China Securities Regulatory Commission, vigorously promote the innovation of the securities business and the modification of relevant laws and regulations. Based on HT securities brokerage business as the research object, research through the market segments and target market selection, resolving the HT securities brokerage business problems of single customer structure and homogeneous products and services for the customers, can enrich the application of related theory research.HT Securities is a domestic large-scale state-owned listed brokerage, the number of the business department and the market share of the stock ranking on the top of the industry, and it has a good stock of customer resources. In this paper, by studying the HT securities brokerage business facing the macro environment, industry environment and internal conditions, put forward individual customers by subdivision by assets and risk preferences, according to stock property institutional client segment, according to the need of different customer groups to provide the corresponding services and products, in order to realize the differentiation marketing and service.Through marketing low risk preferences of individual customers, the founds of the customer, improve customer structure, increase the others business income.The paper is divided into six chapters.Chapter1describes the research background and significance, research methods and innovation, and the main research ideas. Chapter2introduce the relational theories, include securities brokerage business theories, market segment theories and target market theories.Chapter3introduce the HT securities brokerage overall conditions, analysis the present situation and target market selection problems of the HT securities brokerage business market.Chapter4first analyzes HT securities brokerage business marketing environment, then make market segments goals and standards clearly, divide customers into individual and institutional clients, according to asset and risk appetite segment individual customer segments, according to the nature of shares segment institutional clients. Chapter5evaluated the HT Securities business segment markets, analysed the influencing factor, and confirm the marketing strategy. Chapter6described the research point of this paper, and pointed out the inadequacies of the study.