China Merchants Securities Brand Strategy Research

Chinese economy has continuously grown since the reform and opening up, achieve outstanding progress in all fields. The socialism marketing economic system continuously improves. It begins the reform and opening up in the1970s. It is the basic background of economic and social development in the past30years in China. Chinese economic capital market was established in1991. It has been over20years at present. The utilization efficiency of capital has been greatly improved. It provides good opportunity for present securities company. Our country is transferring from survival to consumer society. It reflects the diversification of consumer demand. The ratio of the basic material needs decrease significantly. Tertiary industry dominates in the national economy. The financial services industry is one of the important aspects, securities company is one of the main branches of the financial services industry. How to improve the service efficiency of securities company. How to straighten the securities company occupied the position the financial service industry. Securities company has been plaguing us how to develop in the marketing economy.At the present stage, securities company only depends on the traditional economy, self-operation and investment banking business has increasingly not keep up with the rhythm of the market. The developing space is smaller and smaller. VC, PE, merger and acquisition and other new business change the profit model of securities company. Comprehensive investment bank will appear. Securities company should be treated as a real investment bank, with the complete payment function, collocation function, independent counter function, and the credit function. With the increasing of China GDP year by year, more and more finance and financial product needs to be serviced. Therefore, it needs changing the business variety and service model of securities company, and enhancing overall business and operational level of securities company. It has major significance of social reality.For China Merchants Securities Co., Ltd, The thesis follows the general rules of securities company brand, apply to the basic theory of management and specialized subject knowledge, learns from the advanced mode of securities company business development ideas and successful experiences internal and abroad, improves the brand strategy of the company. Through the comprehensive analysis of Chinese capital markets and securities industry, It provides new business thinking and ideas for the identification of development path of China Merchants Securities and the business opportunities of seizing. It applies to the strategic management thinking, through SWOT analysis of the company’s strategy, re-establishes company’s core value:"Encourage to innovation and work harder, walk the long distance",becomes Chinese leading and builds the whole China Best Investment Bank for the vision of strategic objective. In the case of grasping the opportunities available correctly, we will establish an efficient, united, pragmatic service team. We provide protection for company’s strategy execution and improve the missing and blur of prior customer orientation through the new business development and extension.The topic of thesis will be initiate through explore and try to China merchants securities brand strategy. We hope to propose some solutions for realistic research and when securities company deal with the specific issues.