Research On Services Marketing Strategy Of Founder Securities Co.,Ltd.

China’s securities market has undergone a monopoly of high-speed development, the development after the liberalization of commission, to today’s steady development. Up to now, investors’ selectivity is significantly enhanced, their bargaining position in the market is constantly rising, and the situation when investors passively accepted the sale of "goods" from the brokers has been fundamentally changed. As a result, the brokers should actively adjust their thinking, put providing customers with the full range of services as the responsibility and the basic operating principles of themselves, they also need to coordinate and mobilize all internal resources, form multi-level network of services to meet various needs of customers. How to restructure the securities brokerage business to form their own brand, to occupy a favorable position in the fierce market competition and win the final victory has become an urgent problem for many brokerages. For this series of questions, it is necessary to explore the transformation of the securities company’s services marketing and development direction.This paper takes Founder Securities Co., Ltd for example and analyzes the services marketing of it. Starts from the domestic and foreign-related theory, followed by analysis of the concept and development of the7PStheory and marketing theory, it also summarizes the securities industry services marketing. The second chapter is to analyze the present situation, the internal environment which mainly includes product structure, team building and company culture and external environment, primarily the industry environment and the competitive landscape of the Founder Securities. On this basis, it points out the necessity of Founder Securities services marketing. According to the previous two chapters and some problems exist in Founder Securities Co., Ltd, Chapter Ⅲ primarily from the perspective of the7Ps and customer relationship management (CRM) to analyze and develop the marketing strategy of Founder Securities, including market segmentation, the overall idea and the combination of specific services marketing strategy. Finally, in order to ensure the implementation of the company’s development strategy, this paper puts forward a series of proposal, such as update service concepts and models, improve customer service system, build the human resources management system and so on to guarantee the enforcement of its services marketing strategy. Through the research on Founder Securities services marketing and the related strategy formulation, this paper is of great practical significance on the long-term development of the company, and it also provides some certain reference value for some enterprises engaged in securities or financial industry, and some other enterprises of interrelated types.