The Marketing Strategy Study For The Brokerage Business Of XX Department HT Securities

With the internationalization of China's financial industry,the brokerage industry's opening is also the trend of times.At the same time the development of the brokerage industry bears the competition and pressure from home and abroad.On the one hand,foreign capitals can directly buy shares or organize joint venture securities companies independently,which caused a huge impact on the normal operation of the domestic brokerage.For some of the domestic securities companies which lack of business innovation,talent competition and marketing competitive advantage are particularly evident.On the other hand,the competition of securities brokerage business is gradually expanding to other financial institutions.With the join of the commercial banks,trust companies and Internet companies into the securities industry,the previous monopoly status will face a severe test.As a result,the securities brokerage business income and profits become increasingly meager.As a traditional business department,brokerage business is the main source of income of HT securities XX business department.However,the current situation is facing the decline in performance,downcast staff morale and lower market shares.The main reason is that the brokerage business marketing strategy is too backward,which cannot adapt to the new market environment changes and customers' needs.In this unfavorable business situation,the seller's market into the buyer's market,brokerage business marketing strategy innovation is imperative in order to reverse the company's brokerage business downturn and to enhance the company's brokerage business income and market shares under the premise of cost minimization.Based on SWOT environment analysis theory and 4P marketing theory,this paper analyzes the internal and external environment of XX business department of HT Securities Company,and studies the marketing strategy of XX business department.It is concluded that the marketing strategy of the securities company should be based on service upgrading and team building,and realize the improvement of the overall business condition through product optimization,differentiated price,multi-form promotion and new channel development.At the end,the conclusion is that in order to ensure correct implementation of marketing strategy,business departments need to optimize management and step up personnel training to provide appropriate safeguards.The research of this paper provides valuable references for the optimization and implementation of marketing strategy of brokerage business to HT securities company XX business department.This paper is divided into seven chapters.The first chapter is the introduction,which summarizes the research contents,introduces the research background and significance,the main research contents and research methods;the second chapterdescribes the overview of the securities brokerage business marketing strategy and related theory,to provide theoretical support for the following analysis;the third chapter carries on the analysis to the XX Department of HT securities company of the current brokerage business marketing strategy,to provide decision-making basis for the marketing strategy design;the fourth chapter is the analysis of the SWOT on the brokerage business marketing of XX department,HT securities business and draw a conclusion;the fifth chapter puts forward to the design strategies of the brokerage business marketing,and puts forward the corresponding marketing strategy design for HT securities company XX department according to the analysis of SWOT and 4P marketing theory;In the sixth chapter,we put forward the guarantee measures of the marketing strategy,which need to provide the corresponding measures in three aspects: customer service upgrade,optimizing the management organization and strengthening the personnel training;The seventh chapter is the conclusion and the future outlook.