Research On Service Marketing Mode Of Haitong Securities Lanzhou Xijin West Road Sales Department

For a long time, the securities company obtains monopoly profits mainly by increasing the number of sales department and doing scale management. But with more and more new sales department opening up, security Exchange Commission opened and the Internet finance rises, securities industry has changed rapidly from "seller’s market" to "buyer’s market", from monopoly profiteering industry toward full competition marginal industry. The rapid deterioration of the market environment made the traditional brokerage of securities face the severest challenges.The author analyzes and summarizes existing management problems of domestic securities companies:most of the securities companies are promoting sales by low-level marketing means such as reducing commission and giving gifts resulting cutthroat competition, the income level declined rapidly in brokerage business, because securities companies the "live at the mercy of the elements", but seldom promote business by providing better service, securities companies lack of the core service model and effective means of competition, which made marketing and service disjointed. How to improve the core competitiveness, how to develop new customers, retain old customers and how to improve the market share, how to improve the profit, how to survive in the fierce competition has become an important topic of the securities industry.Based on the methods of literature research, data statistics, case analytic the author analyzes and studies business status and existing problems of Securities companies, put forward with the service marketing theory, that is to promote sales with service, with "take the customer as the center" concept to serve customers, through high-quality services to improve customer satisfaction and loyalty. Try to interact with customers, understand the customer’s demand, to develop new products and channels to meet the needs of customers, maintain customer relations, create customer loyalty, dedicate to provide customers with more comprehensive financial services, ultimately achieve long-term customer value. At the same time, make implementation steps clear, analyze the possible problems and solve them; try to find solution to the securities business department of the service marketing; to meet the need of future development, also hope to make its own contribution to the development of China’s securities companies and the securities market, further the development of the service marketing and the securities company’s marketing management theory.