The Research On Marketing Strategy Of The Haitong Securities Hengyang Branch’s Retail Business

Nowadays, Chinese Securities Company’ s traditional business is under greatpressure. With the rapid development of modern economy, securities brokeragebusiness has entered the era of marketing. Compared with foreign securitiescompanies, the domestic securities companies still has a lot of problems that exist insingle mode of marketing, marketing organization system and marketing. Therefore,at this stage, Chinese Securities Company should learn from the advanced experienceof foreign firms to reform their marketing mode, marketing organization andmarketing method, therefore to enhance the core competitiveness of ChineseSecurities companies and to develop a better marketing strategy.This essay analyses the micro marketing environment of the sales department ofHaitong Securities company in Hengyang by using Potter’s five forces analysismodel’s analysis method. And also SWOT analysis method is used to analyses themacro marketing environment of the sales department of Haitong Securities Company.This essay points out the current situation and the characteristics of the marketingmode of domestic securities brokerage business.So by using the classic theory of7Pmarketing, I am able to implement new marketing methods to optimize HaitongSecurities sales department’s marketing strategy. The summary of this article pointsout some disadvantages in the study of this topic, which helped the researcher toconduct further research.Based on this research, we can see that there are better marketing strategieswhich can help Haitong Securities sales department of Hengyang to optimize theexisting marketing strategy. The securities market is faced with fierce competition. Amore appropriate marketing strategy will help the Haitong Securities sales departmentof Hengyang to gain a more dominant position in this competitive field.