Study On The Marketing Strategies Of HXGZ Securities Sales Department

As the China’s rapid economic growth and constantly income increasing, the financial structure is undergoing a major transformation, investment activity has become increasingly active, degree of marketization has been improved, and residents’demand for financial products and services also appears diversity. The securities brokerage business which in the stage of homogenization competition is facing a severe challenge. To this end, the Commission and the Securities Industry Association have issued a series of regulations and documents, continuing to promote the "three innovations"(business innovation, product innovation and system innovation) of securities companies, which has not only expanded the depth and breadth of the securities market, but also promoted the multi-level development of capital market, playing a positive role innovation in promoting the securities innovative development.This paper adopts the research method of combining theory with practice, qualitative and quantitative analysis, by analyzing the conditions of brokerage and securities firms, according to the development of China’s securities market, using the modern service theory and marketing theory, then make a systematic analysis and research for HXGZ securities business department’s marketing strategy. It firstly analyses the strengths, weaknesses, opportunities and threats of HXGZ securities brokerage business, then finds out the marketing present situation and the existence question, and analyzes the causes of problems deeply; secondly, it analyzes the business marketing strategy in the internal and external environment by using marketing theory and strategic theory, using the data mining tool SPSS Clementine to analyze and dig out the the customer data; finally, based on the above analysis, makes the business department’s marketing strategy and safeguard measures of implementation. Hope this paper would have guiding and reference significance on the innovation of marketing concepts and methods to same type of business of can.