The Study On The Marketing Strategy Of X Securities Business Department

As an important component of China’s capital market, securities market plays an important role in the healthy development of the capital market. However, there are many problems existed in the business operation model due to the long-term policies protection and industry monopoly. What is more, there are many challenges’ when entering the new century, all of these tumbled the Securities brokerage business which can be observed whole industry downfall in continuous years. Therefore, conducting an analysis of the problems and challenges transformation and innovation of Securities industry becomes an important subject right now.This article starts from the history of China’s securities market, points out the defects of the existing mode challenges and future trends as well as forecasting China’s securities brokerage business; then it followed by the study on the macro and micro environment in which the X sales department operated, at last, this thesis finds out the advantages and disadvantages of the sales department. Based on the analysis, the author makes the four major strategies on the financial products, price, place and promotions which ranges from the marketing concept change, staff training and project funding, providing protection for the smooth implementation of the marketing strategy in the following years.In this paper, the theory of financial marketing tools and methods, research macro and micro environment of the securities industry are analyzed with the actual operation of the X-securities business department as a case, it give a summary of the marketing strategy for the securities business department. It is also hoped that X Securities operation and its management of the business department will provide some help, or give some modest contributions in the development of the securities industry.The author adopts many financial market theories and methods to make a detailed analysis on the macro and micro environment in which the security industry stay. Then making out the strategy to solve the problems facing the sales department, the author expects this thesis can make some contributions for both the X-securities sales department management and security industry development.