Research On The Financial Products Marketing Strategy Of Founder Securities Co.,Ltd

Since the opening of the Shanghai and Shenzhen stock exchange in the 1990 s of last centry, China's capital market is developing rapidly and the financial reform and innovation has never stopped. Financial innovation products also appear constantly, and what behind these innovative products and mechanism of the marketing strategy is a powerful marketing strategic guidance and support. And financial institutions, especially the securities company must be top-down, combined with the environment to adjust the direction of marketing strategy, only flexible marketing strategy can adapt to the changing external environment and internal structure, then beating rivals in fierce competitions.By analyzing the internal and external environment of the agent sales of financial products of Founder Securities, combined with the company organization structure, channel management pattern, this paper indicates that the company should adjust the marketing strategy direction: exploring specific financial products market, introducing trade partners, actively capturing business opportunities and improving the company's product line and service. Channel management mode, on the other hand, should be initially based on the existing center of Beijing, Zhejiang and Hunan province, and then expanded to the surrounding area, to adjust sales configuration and sales personnel management considering the proportion of customer resource, actively developing three line city innovation business and peering this area. Meantime, SWOT and 4Ps was used in this paper to suggest the competitive situations and the combined marketing strategy of agent sales respectively. By implementing these strategies, it can be predicted to improve the capabilities of marketing team, enhance brand value, improve customer satisfaction and viscosity in the future.By the end of the paper, we can find out that there are four core parts when putting the mentioned marketing strategy into practice, which is the company strategic positioning, co-operative and competitive trading, construction and expansion of sales channels and marketing personnel's ongoing training.