DBH Securities Sales Department Main Business Marketing Strategy Research

The securities industry in our country is still at the primary stage ofdevelopment, after more than a decade of development, in thetraditional management mode, a lot about the marketing theory ofsecurities business in our country’s securities industry has not beenwidely and effectively used.Most securities company at present the main profit source ortraditional brokerage business, because of the domestic securitiesindustry has experienced more than20years of development, thebrokerage business market development to a certain stage, andmeanwhile is limited by certain investment clients financialmanagement thinking, speculative psychology is more serious,most affordable risk extent can choose stock trading, so that suchsecurities trading commission for the sales department is one of themain profit source of income, for the retail investment market,investment in the customer’s investment ability is uneven, themajority of older, this part of investment clients mainly becauseafter retirement, it’s nothing to do, every day put main energy onresearch investment securities products, was not able to get on thisinterest, speculative psychology is more serious, but they lackprofessional knowledge of investment, lack of ability to grasp themarket macro environment analysis, willing to follow suit to buy,blind investment, and investment software used for the master isnot enough mature, so it needs to sales for this part of the customerwith all aspects of services, including professional knowledgetraining of these investment clients, overall macroeconomicenvironment analysis and market investment software skilledtraining. In this paper to implement effective measures for theseproblems in the sales department. Researches on the main business of the securities business inthis paper, the DBH, involving the business department of marketsegmentation, target market selection, market positioning andrelated to many aspects such as the main business marketingstrategy. With the increasingly intense competition in the financialmarkets, we must first of DBH of securities business departmentsoperating conditions, the business department of macroenvironment and internal conditions for more details, then, tomarket segmentation of DBH securities sales department, so thatthe business department by the types of securities business, andthe classification of the size of the investment way, the targetmarket positioning of the business department. And DBH securitiesbusiness departments according to the present is still in thetraditional brokerage business model, and give priority to with retailinvestment market conditions, decided to its own characteristics toassess the substantive requirements, as the basic starting point,through the relevant main business of the securities businessdepartment target market strategy formulation, the macroeconomicenvironment, etc. More in-depth and detailed study. Also combinesthe relevant theory of service marketing, and finally to DBHsecurities sales department main business put forward feasibleSuggestions and strategies.