The Study On Marketing Strategy Of Jinhua Road Sales Department Of Western Securities Co., Ltd

The development of China’s securities market started at the foundation of Shanghai and Shenzhen stock exchange in nineteen-nineties. It has been nearly20years of history, during which both experienced explosive surge also sustained downturn in the industry. The earnings exhibit type of periodic and volatility. In recent years, the reform of the domestic capital market is speeding up, with the increasingly fierce market competition, the market average commission rate drops. And also the traditional business model is facing severe test. It is an important task for Securities companies to enhance the capabilities of survival and development。 Meanwhile it is also a key problem that how to develop the marketing strategy to adapt to brokerage business.The paper select choice A Sales Department of W securities as the research object. Firstly, the author introduces the development status of Western securities, and point out the existing marketing management problem of A Sales Department expounding the significance of the study. Secondly, this paper introduces the concept of securities brokerage business marketing, combing the4P marketing combination and STP market segmentation theory, laying the theoretical foundation for the full study. Then it uses PEST analysis tool analyze the external marketing environment of A Sales Department, including political, economic, social culture and information technology. And also the author explains the support from the shareholders, resource node distribution and technology platform in the aspects of the company’s internal environment. It analyzes the advantages, disadvantages, opportunities and threat by using SWOT model, Then, according to the STP theory, combined with the practice of the securities industry, this paper develop the target market segmentation and positioning of A Sales Department. The customers are classed in accordance with the average amount of funds,. The author analyze the different types of customer needs, laying the foundation for the formulation of the marketing strategy. Finally, with the help of4P marketing theory, the paper formulate the Marketing Strategy of A Sales Department of Western securities. In the aspect of products strategy, the paper introduces the product mix strategy and product innovation strategy; in terms of price strategy, according to the volume of funds, the author proposes the different types of customer’s Commission standards; In the aspect of channel strategy, it designs combining marketing channels of customer manager, banks and supermarkets; in aspect of promotion strategy, the paper explain the scheme of personnel, advertising and public promotion.This paper is helpful for integration of resources of A Sales Department of W securities, And also it can enhance the marketing ability in order to promote the business performance. Meanwhile it has guiding significance for other companies of the securities industry.