Services Marketing Strategy Of Financial Products In China Galaxy Securities

Since the reform and opening up， the great changes in China’s personal incomeand the total amount and structure of financial assets has occurred. The last fiveyears， China’s GDP growth has remained steady speed， residents continued toincrease personal income， personal awareness and purchase financial products assetsare exponentially. With the increasing market size， competition among brokers isgradually increased， securities services market is dominated by monopolies into theera of free competition. With the differences in management becomes a trend，different levels of securities companies are faced with the adjustment of enterprisedevelopment strategies， financial products， securities companies have shown agrowing trend of segmentation. For financial products， market segments， targetmarket selection and positioning，but also to re-examine the requirements and designappropriate marketing strategies. Galaxy Securities Company ranked in the securitiesof many companies in the upstream， a large number of this type of securitiescompanies， so marketing problems facing it has a representative， especially theproblem of service marketing strategies. This paper studies the idea is worth areference for other securities companies do encounter similar problems.Based on the service marketing theory， pointing out the necessity ofapplication of this theory in a securities company financial products， servicesmarketing concept will be applied to financial services among securities companies toenrich marketing methods to make securities companies to obtain greater economicbenefits， while increasing the value to meet customer requirements. The main ideaof this paper are: First， the status of Galaxy Securities， financial products doanalysis to identify the problems， and do sort of macro environment， usingPorter’s five forces analysis to grasp the current situation on the Galaxy Securitiesmethod of macro-financial products. Secondly， the use of stp positioning method，Galaxy Securities financial products customers do market segmentation， targetmarket selection and positioning， Galaxy Securities identify core customer base offinancial products do in-depth analysis in order to meet the core needs of the targetcustomer base， thereby create profits for the company. Again， the use of4Cmarketing theory，from the customer，cost，convenience and communication fourareas， to develop future marketing mix strategy Galaxy Securities， financial products， the use of a variety of effective resources， to guide the work of thecurrent concrete practice， and enhance the future market Galaxy Securitiescompetitiveness. Finally， in order to protect the plan’s effective implementation ofthe marketing strategy， from personnel security， internal security managementsystem， four aspects of the evaluation system and organizational securitymechanisms to protect the overall marketing system put forward effective proposalsto allow a stronger policy implementation is possible.Securities investment banking business today has shown signs of scale，research marketing financial products and services， to help guide the work， findpotential customers， help to improve the level of service the domestic industry，expanding the range of financial services industry， improve services and strengthenmanagement， promote the process of domestic financial markets， so the servicefinancial products marketing strategy research has important significance.