Marketing Strategy Optimization Research Of Ningxiang Business Department Of Founder Securities

With the development of our securities market and regulatory policy,the securities brokerage business has become increasingly fierce market competition,the implementation of the floating commission system also makes the gradual decline in the amount of trading commissions,seriously reduced the level of brokerage profits.As the main carrier of the brokerage business of the securities company,the securities business department has a huge impact on profitability.In this paper,the macro environment analysis tool PEST is used to analyze the external environment of Ningxiang branch.Secondly,this paper analyzes the current situation of the company's internal marketing and finds out the existing problems and the causes of the problems.Finally,the SWOT model is used to analyze the Ningxiang securities business department.Based on the comprehensive analysis of the external environment and internal resources and ability,evaluation of external environment brings opportunities and threats,internal resources and capacity advantages and disadvantages,and puts forward the Founder Securities Business Department of Ningxiang marketing strategy,mainly including: through market segmentation,customer design for different types of needs of different products and services packages;through the analysis of influencing factors of the different levels of commission fee rate design;by combining the existing entity expansion and Internet online development based on rich product promotion channels;through improving the level of service to improve customer loyalty,in order to achieve the customer through word-of-mouth marketing and product promotion.The specific design and implementation of these optimization strategies are discussed,and the supporting measures are developed.To further improve the company's product marketing innovation consciousness and marketing ability to explore the Founder Securities Ningxiang Sales Department of the marketing strategy,through to meet customer demand for innovative products and services,improve customer satisfaction.In this paper,combined with their own actual situation,to find their own problems,to choose their own business model,so that the securities companies adapt to the new environment,to provide reference for the research and practice to achieve sustained long-term development of the company.