The Marketing Strategy Optimization Of Lanzhou Donggang West Road Securities Business Department GTJA

The Shanghai stock exchange was established in November 26 th,1990 and opened officially in December 19 th in the same year,then the Shenzhen stock exchange was also established and opened,which marked the birth of China's securities market.During the twenty years' development,China's securities market has experienced a long transformation of the bull and bear market,a split share structure reform,a change in the rules of the transaction,the manual report to the internet report,and the innovation from a single stock and the issuance of bond funds to financing and loan.Especially,since Shuqing Guo took the chairman of the China Securities Regulatory Commission in 2011,the securities reform has develpoed rapidly.A series of innovation business was introduced constantly,and the charging model of investment consultant was also included in the draft for advice.The securities dealers tried to transform from the charge of the simple channel service to the charge of service mode.Although the China's system is improving and the market is mature gradually,China's securities market,for the whole finance,is still difficult to get rid of the reality of earning by brokerage business.In order to seize more market share,the commission become a mace for all securities dealers and the commission rate with internet finance was fell sharply.The innovation business was stopped completely and the original business was restricted greatly after the stock marcket crash in 2015.The strict supervision became the main theme of the market after Chairman Liu went to power,particularly.The low market and sharp decline in customer transactions made the brokers survive difficultly.It becomes the biggest problem of the securities dealers and the branch business departments to change the traditional rough marketing mode,increase the market share,promote the loyalty and satisfaction of the customers and then achieve the improvement of business department's performance by optimizating the marketing strategy.To make the business department bigger and stronger under the proper management,how to optimize the marketing strategy for brokers becomes the urgent problem to be solved,which is the most important purpose of this article.Based on the related marketing theories,especially 7P theory,this paper optimizes the marketing strategies of GTJA securities Lanzhou Donggang West Road Sales Department through three methods of literature,comparative research and investigation.Furthermore,three safeguard measures of resource protection,organization guarantee and system guarantee are proposed to make sure the implementation of the optimization scheme effectively.Via the implementation of the optimization scheme and the security measures,it can raise the core competitiveness of the business department greatly,improve the performance of the business department,make the business department a flagship store in Gansu branch,seize more market share of the Gansu province,and become the leading stock broker of Gansu market.