The Marketing Strategy Analysis Of Shenzhen Sales Department Of ZH Security Company Based On7Ps Marketing Model

With the market reform of securities business and the coming of governmentsupportive policies in succession, securities business is facing many developingopportunities, also bearing competitive pressure coming from other investmentsubstitutes and foreign brokerages at the same time. Meanwhile, the rising of internetfinance squeezes living space of traditional brokerages, which makes domesticbrokerages’ living environment more difficult. Faced with the serious competitivesituation and business crisis, only when securities companies complete their ownmarketing strategy system are they refigure unique competitive advantages andacquire continuable development.Based on modern marketing theory, this paper, combining service marketingtheory and customer relation management theory, analyzes the current operating stateof ZH Security Company’s sales department in Shenzhen, marketing environmentthey face and the existing problems in marketing strategy, with the ZH SecurityCompany’s sales department in Shenzhen as research object. Meanwhile, this paper,making use of two analysis tool model PEST and SWOT, summarizes theopportunities and threats in external environment of sales department and advantagesand disadvantages in internal environment. Through the combining of salesdepartment’s current marketing practice, this paper, from the7Ps marketing mix ofservice marketing theory perspective, come up with the following main marketingstrategies that ZH Security Company’s sales department in Shenzhen can make:developing new products aiming at institution client; competitive product pricing;exploiting internet transaction channel; attracting client’s attention inPull-marketing’s promotion ways; focusing on client and increasing clientparticipation; setting up service standard and improving business process; completingwork environment setting and using material carrier to make service tangible.This paper, which bases market competition situation that ZH SecurityCompany’s sales department in Shenzhen face and itself management problems, setsup innovate marketing strategies which differentiate from traditional securitymarketing. Thus this paper has significance to other companies of securities businessin drastic market competition about how to clearly identify external opportunity andthreat and make use of itself resource capability, and setting up competitive marketingstrategies.