The Marketing Strategy Analysis For The Brokerage Business Of Jinan Of YT Securities Exchange Department

As the earliest and most stable services,Brokerage Business not only can provide the most stable and lasting income for securities companies,but also can provide a broad platform for the development of other services.In recent years,with the rapid pace of reform of the securities market and the rapid development of network technology,the increasingly fierce competition between the brokerage,and the brokerage business as the main source of income which securities business income has dropped significantly,and and how to adjust the marketing strategy to survive becomes a top priority.With Jinan business department of YT securities as the object of the study,this paper conduct in-depth study of its marketing strategy.Based on PEST analysis theory,SWOT analysis method,market segmentation theory,7Ps marketing theory and customer relationship management theory,this paper analysis the internal and external marketing environment of the brokerage business in Jinan business department,and use SWOT theory to analysis Jinan business department's competition pattern,then summarize the advantages,disadvantages,opportunities and threats of the business department to improve the marketing strategy,and propose the existing problems of Jinan ranch and conclude the reasons.In addition,this paper use 7Ps theory to solve the marketing problems,and develop a more scientific and effective marketing strategy,which is to say,improve the development of Jinan securities brokerage business department should not only focus on product strategy,price differentiation strategy,multichannel strategy and marketing strategy,but also should innovationally develop the strategies of the personnal management,Physical evidence and Service process strategy,in order to improve the competitiveness of companies,nd making the company better and faster development.Based on the research,this paper puts forward some useful enlightenment to other business department: Transformation of brokerage business,strengthening customer segmentation,building characteristic product or service,carrying out the service concept that "Customer-centric".The research in this paper is beneficial to solve the problems existing in the brokerage business in Jinan Business Department of YT securities,and provide practical marketing strategy for Jinan business department,in order to improve the marketing ability of the business department,and adapt to the unpredictable competitive environment of the securities industry better.