Marketing Strategy Research Report Of Haitong Securities Co.,Ltd. S Branch

Since China's capital market was established in the 1990 s,the policies have been adjusted for several times and the institutional reform has been experiencing.With the current tendency of foreign involvement,the gradually decilining commission,and the restructuring industry,the traditional profit model of securities companies are being challenged and eroded.During the procedure of industry transformation,Business innovation is undoubtedly a significant opportunity for the business departments which are in the state of marketing weakness.That made them stand at the same starting line with the high-quality business departments.Facing this historical opportunity,for security business department,how to grasp the opportunity,and how to adjust the marketing strategy,all these aspects are playing a decisive role in the future development.In this paper,taking S Branch of Haitong Securities in Shenzhen as the object to study,the author analysed how to maitain the Traditional business market share and how to take advantages of business innovation,with the situation of industry transformation and complicated competitive environment.Firstly,according to the background of securities brokerage business developments,this paper illustrated the current situation,the position in industry,and marketing strategies of S Branch,and pointed out the problems which S Branch had and the challenges they are facing.Secondly,SWOT analytical approach was used to analyse the marketing environment which was confronted with.Then the author used STP Theoryto compartmentalize the niche marketing,to select the target market for products,and to position the market.Thirdly,with the current situation and trends of transformation of S Branch,the author systematically proposed the method of positioning the market,and the strategies of marketing.Finally,the measure of safeguard for proposed marketing policy above was evaluated in the implementing process.The thoughts in this paper were prompted in the process of the securities brokerage business transformation.There has an important significance inenhancing the awareness of product marketing,providing the references mode of products innovation development,proposing references of industrial marketing strategies,and so on.