Study On The Marketing Strategy Of Brokerage Businessof Tongzhou District Beijing Sales Department In HX Securities

Brokerage business is the traditional business of securities companies,which get the transaction commission to complete the client entrusted securities transactions by the trading platform.In 2015 the industry data show that 99.2% of the securities companies to achieve profitability,operating income totaled $575 billion 155 million,a total profit of 244 billion 763 million yuan.From the analysis of revenue structure,brokerage business' contribution enhance the net income of 269 billion yuan.The data show that China's stock trading volume increased 186% in 2015,and stock trading volume reached $43 trillion which rose by 218%.In 2015,China's stock market turnover has exceeded the U.S.stock market while it became the highest in the world.This situation has spawned substantial growth in the brokerage business income.Although the capital intermediary business is not booming,brokerage business is still an important support for sustainable development.In the current economic environment,securities companies surely utilize scientifically analyzing of the marketing environment,clearing market positioning itself,establishing a scientific,effective and diversified marketing strategies,so that the companies increase the brokerage market share in the fierce competition.Based on the marketing mix strategy,this paper makes a deep research and discussion on the problems in the marketing strategy of the business department of BeijingTongzhou securities of HXsecurities.This paper makes a systematic analysis of the external environment,industry environment and internal environment.On this basis,the paper uses STP theory model to analyze the marketing of HX securities brokerage business,which provides the basis for the formulation of marketing strategy.Finally,according to the 4P marketing theory and CRM,this paper researchesproduct,price,channel,promotion and service of company,so that carry on the redesign marketing strategy to the securities brokerage business of the business department.This research mainly focuses on the marketing of securities brokerage business.This paper has important reference value to solve the company's marketing strategy and develop the securities brokerage business.At the same time,it also has some reference value for the development of other securities companies.