Research On The Marketing Strategy For Brokerage Business In Suzhou Branch Of Citic Securities

July 2014, China’s stock market ushered in a new bull market, from July 1, 2014 to December 31, 2015, the Shanghai Composite Index opened from 2051.23 to 3570.47, up by 74%, the GEM index from 1405.44 rose 2780.54, up by 48%, turnover rises on the Shanghai Composite index reached 204%. Also during this round of increases, frequent trading "thousand shares daily limit, limit of a thousand," the extreme case, market volatility, the market mixed with the index break a million points and the index of the top speech.CITIC Securities as the leading securities industry, benefit from this round of the bull market quite good, but also suffering from the pressure of public opinion, corporate executives into illicit profit vortex of public opinion, and subject to Ministry of Public Security Investigation and the Securities Commission, and the Securities and Futures Commission It will take a pause margin trading issue that appear on the market, for a time the leading position of CITIC Securities has been severely hit. Suzhou business department as a subsidiary of CITIC Securities Sales Department, based in Suzhou, and Huatai Securities, Soochow Securities fierce competition, and from the point of view of business data, the market share of the business department of Suzhou downward trend. Therefore, this paper Suzhou business department face of increasing competition in the market, in the face of Suzhou business department to conduct a comprehensive analysis of data from the business, services and environmental analysis tripartite system, and thus find the business department of Suzhou policy development brokerage business, Suzhou business department reference.Using the theory plus practice the methods described herein Suzhou business department to conduct a comprehensive analysis. Theoretical part comprises: corporate marketing strategy, service marketing theory and customer relations theory, marketing strategy focuses on the STP strategy, positioning services marketing; service marketing theory introduces the 4Ps theory and 7Ps theory, is the subject of this article policy structure; customer relations theory introduces the development of customer relations theory, providing a theoretical basis for the "customer-centric." Practical part contains: Suzhou business department of CITIC Securities business situation, the service system, the market environment to conduct a comprehensive, in-depth analysis, which found that the main problem facing the Suzhou business department, including sales and service system problem issues, primarily the issue of business business development is not balanced, the service system problems are mainly reflected in staff training, service awareness and service process. And based on analysis of the problem faced by the business department of Suzhou,market environment, including the macroeconomic environment, the securities industry environment, the environment for the development of CITIC Securities, which made the business department of Suzhou service marketing strategy.In this paper, on the development of the business department of Suzhou service marketing strategy, STP service station contains marketing strategies and 7Ps strategy, STP policy includes market segmentation, target market and market positioning, 7Ps policy contains product strategy, pricing strategy, channel strategy, sales strategy, personnel policies, procedures, policy and physical environment policy. Product strategy noted Suzhou business department should establish a standardized customer information management system, segmenting customers, in order to develop different product mix strategy. Price strategy is to develop differentiated commission strategy according to the customer, and thereby prevent a decrease in operating income rate. Channel strategy is the other traditional banking channels, friends and referrals than through stall, promotion and advertising effects develop more customers. Sales strategy is implemented by establishing differentiated recommended materials and uniform sales caliber. Personnel strategy is the establishment of a professional team and training system. Process strategy is to establish standardized processes. Physical environment strategy is warm counter service system and the use of suitable software for customer service.