The Marketing Strategy Study For The Brokerage Business Of Z Securities Exchange Department Of Guotai Junan Securities Company

With the rapid development of China’s capital market, securities market regulation,systemgradually perfect, in all kinds of business between brokers are preempted market, even the foreigninvestment Banks gradually involved. For the securities company, its marketing work becomesespecially important. At home, the business competition between brokers from the initial levelascend to a higher level, such as the primary market IPO brokerage business into the secondarymarket, also including some new business in the market, such as enterprise restructuring, funds ona commission basis, sales trust business products, etc., there is fierce competition in the market. Soas to make the securities companies have to work on the marketing of the attention. This makes thesecurities brokerage business is facing more and more fierce competition, commissions and othercosts less and less, greatly reduce profits. How to improve the securities sales department offinancial service work, to develop a more optimized to carry out brokerage business marketingstrategy is particularly urgent and important.Guotai junan securities brokers, is a comprehensive Z sales department is one of theestablished its first sales department, located in the mature financial business circle in Beijing, itscore business is mainly brokerage business. With the rapid development of financial markets andbusiness departments need to strengthen customer service, rich financial products, to develop moremarketing channels, so as to consolidate the existing industry advantage, development of thebusiness department of brokerage business. Therefore, based on the theory of marketing,investment, financial services marketing psychology theory as the theoretical basis, the guotaijunan securities Z sales brokerage business marketing study, analyze the sales both inside andoutside environment survey; Of securities products, sales customer service, channel developmentand maintenance work and so on carries on the analysis, find out the marketing problems. Presentsto its securities brokerage business marketing strategy improvement plan, sales need to optimizingthe management institutions, personnel training, and set up customer service platform, risk controland organization system of management to provide corresponding security. Study of this article isdesigned to help the business department improve the quality of service, do a good job in customerservice, increase customer loyalty, etc. For the development of customer marketing, effectivemarket share and achieve maximum profit for the company to provide effective theory basis.