Research On Marketing Channel Improvement Of XX Securities Company

In recent years,with the prosperity and rapid development of China's financial market,various types of financial institutions have sprung up.The securities industry as an important part of China's financial industry,the securities company has always been the core strength of the industry,in the China financial market especially play a key role to replace the direct financing market,the healthy development of the capital market Chinese also play an important role in the precious.However,with the reform of the stock issuance system in China,and the deepening of the national financial policy adjustment,the securities industry is gradually from monopoly to the height of the market competition,forcing the securities company must establish a market-oriented business philosophy,business model innovation,strong marketing channel competitive advantage based control to foster differentiated.XX securities company as a local securities companies grew up in Tianjin,in recent years,Tianjin securities industry market competition intensified,how to quickly use both basic competition to seize the channel control,and enhance the local market competitiveness has become the urgent problem to be solved in front of enterprises.In view of this,this study combined with the theory of marketing channel,on how to optimize the XX securities company marketing channels for targeted research.This study first analyzes and introduces the theory of the securities marketing channels,and on this basis,the XX securities company marketing channels of the current situation,the existing problems and the reasons for the analysis.After the XX securities company optimization strategy is studied,including the XX securities company future external opportunities and challenges,analysis of internal strengths and weaknesses,and based on this framework the SWOT framework,and put forward the objectives and principles of channel optimization,finally established marketing channels,including multi-level and multi products the upper and lower linkage,mixed operation strategy.At the end of the study on how to improve the specific marketing channels put forward detailed suggestions: strengthen the channel alliance building and promoting the integration of channels,reduce the cost of construction,strengthen the management of physical outlets and member management,and put forward the related suggestions from the aspects of marketing concept innovation,product innovation,organizational security,security personnel and funding.This study is aimed at XX securities company's related research results and conclusions also have some reference value for other securities companies,for the promotion of China's securities industry marketing channel control,improve the overall competitiveness of the industry also has certain reference significance.