Study On The Marketing Strategy Of Ji’nan Business Department Of YH Securities

With China’s securities market further opening to the outside world, a large number of foreign securities institutions run into China’s securities market. The foreign capitals can form a joint stock company or equity securities of the company and the domestic securities companies. At present, it has formed such as Credit Suisse Securities and Founder Securities Credit Suisse’s party, which have large influence on the market of Sino foreign joint venture Securities Company. Because these foreign securities firms have their wealth of experience and strong financial strength in the capital market, their talent management, securities products and services marketing have an unparalleled competitive advantage, which give a huge challenge to the securities companies in our country.After China’s stock market experienced the bull market in 2007, the stock market has been in the doldrums. However the competition of the securities capital market becomes more and more fierce. By constantly opening branches and sales department, while trading volume of securities and new accounts numbers did not show significant growth, securities and capital market is in the increasingly fierce competition. All securities companies have carried out price war, causing the income and profits of the securities companies continuing to decline, which is also adverse to the development of China’s securities institutions. Only by understanding the changes in the development of the securities market, analyzing thoroughly the present situation and problems of the brokerage business of the securities market, and establishing an effective marketing strategy, securities institutions can continuously enlarge its market share, achieve the goal of business development, establish competitive advantage in the fierce market competition, and ensure China’s securities brokerage business to the healthy development.In this paper using modern marketing mix theory and SWOT analysis, I take the YH securities business department of Jinan brokerage business marketing present situation as the research object. On the basis of the successful experience and technology of domestic and foreign securities institutions in brokerage business, and combining the market environment with Jinan brokerage business, this paper points out the following insufficient aspects of Jinan brokerage business. Firstly, in the process of development, the market segmentation is non-scientific. Secondly, the market positioning and target customers choice are not reasonable. Thirdly, the execution of the force is not enough. According to the shortage, this paper carries out the external environment SWOT analysis to the brokerage business of YH business department. Finally, based on the making of the supremacy of customers marketing development strategy and target market positioning, from the price strategy, product strategy, channel strategy, promotion strategy, personnel strategy, process strategy, tangible demonstration strategy to discuss how to carry out brokerage business marketing efforts in Jinan Sales Department. The purpose of this paper on one hand is to be able to provide guidance for Jinan Sales Department of marketing work, on the other hand can provide reference for the securities brokerage business marketing strategy. The important significance of the research is that it can speed up China’s securities brokerage business development, also can promote the healthy development of China’s securities institutes, and finally improve the securities market of our country.