Research On The Marketing Model Of Institutional Customer Of Chinese Securities Company

This paper mainly researches the marketing pattern for institutional clients of domestic securities company under the new situation. Firstly, it shows the change of marketing environment for Securities Company:the proportion of brokerage business was going down; the share of institutional clients was expanding; and the measures of Securities Company adopted. Subsequently, according to an abundance of literature, draw lessons from foreign mature financial market advanced practice and analysis the successful case combined with the domestic current situation. Finally, it tries to answer the question that what the domestic securities company choose to enhance the service level for institutional clients.This paper shows that, institutional clients on the contribution of brokerage business in Securities Company, no matter from the total, or from the structure is becoming more and more important. The marketing pattern of securities company for the institutional clients includes:perfecting infrastructure construction; integration of the department of marketing and services; add departments for institutional clients; Emphasize the role of research center; pay more attention to the corporation and services of private equity funds; the cooperation mode with the bank channel、insurance companies; With the help of shareholder’s resources, sharing of benefits, developing institutional clients.