Research On The Optimization Of Marketing Strategies Of CMS Changsha Sales

China’s Stock Market began in twentieth Century 80, with our country’s financial reform deepening, the development of the domestic securities companies are facing pressure from many sides. On the one hand, along with our country’s financial policy adjustment, the state relaxt the restrictive conditions of commercial banks quity insurance companies and securities companiesequity, which intensified competition in the securities industry; on the other hand, the foreign securities companies with their own advantages in capital, personnel and experience improve the degree of competition in the industry, there is a big gap of marketing concept and ability between in the domestic securities companies and the foreign enterprises, once the market environment and security environment changes, it’s difficult to adapt to the fierce market competition. In this industry background, securities companies only scientific analysis of the marketing environment, reviews the development of positioning, thinks seriously about the brokerage business marketing model and customer management,establishes an effective marketing strategy, can open up the blue ocean in the fierce price war, expans its securities brokerage business market share continues.The research object of article is one of the earliest established in china merchants securities, author analyzed the connotation and characteristics of the securities brokerage business, issued the brokerage business marketing of China Merchants Securities Business Department in Changsha based on the STP theory, Relationship marketing and 7Ps marketing mix theory. The core of the whole paper can be divided into three parts: the first part is analyzed the current marketing strategy of the business department from the target market, price and channel, marketing team and customer relationship management, poined out the problems in the Changsha business department’s marketing strategy; the second part was analying the macro environment and industry environment, clearlyed the advantages and disadvantages in the future development of the business department, segmented the individual and institutional clients, evaluated the market segments and choosed the target market from business,cleared the market positioning; the third part was intruduced the product, price,channel, promotion, advertising and public relations promotion, personnel management, presentation and service process strategy about the brokerage business of China Merchants Securities in Changsha.The author hopes that this study can contribute to the China Merchants Securities(Changsha) build their own marketing system which can meet the development needs,guides sales staff to establish a "customer-centric" service concept, provides the reference for the other securities companies management who havc the same market problem.