Marketing Strategies Research On Brokerage Business Of Securities Company A

With the implementation of the floating commission system in China's securities industry,the rapid development of online accounts and the full liberalization of one person multiple households business,the profitability of the securities brokerage business continues to decline and the profit margins are constantly compressed.Meanwhile,securities industry barriers to regional protection has also been broken.Therefore,the development of securities companies is facing an unprecedented dilemma.As a regional securities company,A securities company's ability to resist market risk and threat is inferior to the large securities companies.Hence,we should adjust the marketing strategy promptly according to the change of the securities market environment.This essay mainly uses case analysis and normative research method to study the marketing strategy of A securities brokerage business.First of all,it analyzes the present situation and existing problems of the brokerage business marketing of A securities company,and then optimizes the designs of A securities company's brokerage business marketing strategy by using 7Ps marketing theory.Finally,the essay puts forward the safeguard measures of implementing the marketing strategy of A securities company.In order to cope with the fierce market competition,the research shows that A securities company should optimize the brokerage business marketing strategy,implement marketing services through price,product,channel,promotion,personnel,process and physical display.At this case,the company is able to gain an advantage in this open securities market competition,and then occupy the brokerage business development opportunities to face the fierce market competition.The research results provide theoretical support for the brokerage business marketing activities of A securities company,and also provide empirical data for the research of China's securities brokerage business marketing strategy.It is the development and extension of the research on the marketing strategy of securities brokerage.At the same time,the study has a certain guiding role for the operation of China's regional securities companies.