Study On The Optimization Of The Marketing Mode Of Jiangxi Branch Of GJ Securities

China has implemented the Floating Commission System in may,2002,which marks that China's securities industry has stepped into a relatively mature period.AS a-share stock market has been in slump since 2009,the trade commission slashed drastically and,at the same time,was further market-driven,which indicates the market has entered an era of meager profit and perfect competition.District branches and stock exchange managed by brokers are the basic business units of domestic securities companies' brokerage as well as the major operators of the business.In order to obtain more market share,brokers all rush to set up new branches in different regions and create more securities business departments in the local areas.As a result,securities companies compete with each other fiercely for business development.And if someone wants to stand out in the competition,the comprehensive strength is the basic condition;what's more,marketing strategies and patterns are also the important means for brokers in intensified competition.Therefore,finding a suitable marketing model for the company so that it can be able to cope with changing market conditions,and then be in the invincible position in the competition.In this paper,the domestic and international marketing environment along with the employed business marketing models of the securities industry will be analyzed from six aspects so as to probe into the possible development prospect.GJ securities of Jiangxi branch is taken as the case study,then detailed and operable suggestions are proposed for the security branches' transformation in marketing models of brokerage business.The first chapter is introduction,which briefly presented the research background and the present situation and the specific methodologies.The second chapter is the theoretical framework,and mainly explains the theory applied in this paper and relevant research achievements of other scholars.The third chapter discusses the present situation and development trend of marketing models of the securities market,which mainly summarized four marketing models which conducive to the huge success of Wall Street securities.Through illustrating and contrasting the current situation of the marketing models in domestic securities market,the future development trend of marketing models for China's securities companies are pointed out:(1)the inevitable transformation of brokerage business,that is,changing the traditional channel services,and becoming a new type of financial services.(2)As the brokers has different abilities and are not in similar market environments,they has formed distinctive marketing models as well as the different core competitiveness gradually.The fourth chapter adopts the GJ securities of Jiangxi branch as the case study,and analyzes the date by SWOT.Combined with the previous studies,the opportunity and the adverse of the company's current marketing model and management situation will be explored and then the optimized methods of marketing model of GJ securities,Jiangxi branch can be deduced.The fifth chapter delivers the promoting suggestions for marketing model of GJ securities Jiangxi branch.Based on the current situation of GJ securities Jiangxi branch,two marketing models are put forward: comprehensive service model and Internet financial marketing model.The last chapter is that the implementation of the optimizing marketing model of GJ securities Jiangxi branch demands to establish a long-term talent-training mechanism so as to provide appropriate professional talents for future business transformation reserves.On the other hand,improving the network distributions of regional sales to develop a bigger market for attracting more potential customers in the process of business transformation in future,and regarding the “client-oriented” as the targeted management system to prevent the potent risks that may occur during the transformation period.