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Research On Marketing Strategy Of Investment Adviser Business For XiangCai Securities TJ Office

Posted on:2015-02-26Degree:MasterType:Thesis
Country:ChinaCandidate:Z HeFull Text:PDF
GTID:2309330452465690Subject:MBA
Abstract/Summary:PDF Full Text Request
The securities industry as one of the three pillars of the financial industry, in today’ssocial and economic development plays an important role in financing platform. Along withthe rapid accumulation of social wealth, people’s demand for financial services arediversified, make traditional Chinese securities marketing services increasingly unable tomeet demand. Securities investment demand from the traditional single service to thecomprehensive investment advisory business.In2011, the China securities regulatory commission officially approved investmentadviser business qualification registration system. Investment advisory business become themost popular, the securities companies over the past two years effort on the most business,investment adviser is carried out in this paper, we study in the brokerage businessmarketing, the focus of the selected object is Xiangcai Securities TJ sales department.This article is based on service marketing theory of Locke’s baker, from know themarket, customer, by improving the service process and management process, profitable.Combining with the characteristics of TJ Xiangcai Securities securities sales departmentmanagement, in accordance with the relevant steps of service marketing research andanalysis, put forward questions-Xiangcai Securities TJ office investment adviser businesshow to develop marketing services, improve customer loyalty, to complete the performanceappraisal indicatorsFirst analyzes Xiangcai Securities TJ sales investment adviser business marketenvironment and industry development situation, clear to service marketing segmentationstrategy theory, find out the requirement for the investment advisory servicesDifferentiation strategy in the second on the basis of the theory of service marketing,find a solution to the question: TJ sales performance of ascension, through investmentconsulting marketing services improve customer satisfaction, customer churn rate and otherindicators. The four core marketing strategy to solve the problem: the product strategy,quality strategy, process and personnel strategy.Finally in the implementation of marketing strategy emphasizes the interaction withcustomers and achieve the standardization of service marketing, branding. Summarizes theimplementation plan, concluded that the investment advisory business services marketing strategy is Xiangcai Securities TJ sales growth benefit, is the effective means to promotethe brand.
Keywords/Search Tags:service marketing, investment advisory business, the sales department
PDF Full Text Request
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