Research On Marketing Strategy Of Investment Consultant Service In YH Securities

As one of the pillars of the financial industry,the securities industry plays a very important role in the steady development of the national economy.It is one of the most important financing platforms at present.With the development of China's securities market,the current capital market has gradually changed from seller's market to Seller's market,and the competition among securities companies has also surfaced.Whether from the first tier market to the two tier trading market or in the emerging market such as investment advisory market,there are fierce fighting for customers,businesses and markets.The level of service marketing has an important impact on the development of securities companies.Therefore,through the study of the status of the service marketing in the securities industry,it can improve the customer loyalty and provide the basis for the development of the securities industry.In recent years,the development of an important channel of bank securities investment advisory business as the company continues to grow,but from the current point of view,the development of the Milky Way securities investment consulting service marketing sluggish,innovation is not enough and investment advisory firm brand advantage is not significant,the ability of marketing personnel to be enhanced,fine service level needs to be improved,less issues such as the visible display resources,business growth is slow,the company's overall development to bring certain influence.Therefore,it is urgent to analyze the current situation of the company's investment consulting business and put forward the new marketing strategy combination.This paper takes YH securities investment advisory business as the research object,through literature research,SWOT analysis,investigation and research methods,systematically analyzes its business development status and existing problems and marketing environment,and on this basis,puts forward a marketing strategy combination suitable for its development.First,this paper makes a comprehensive analysis of the basic situation and internal resources of YH securities company,then conducts a comprehensive investigation and analysis of the company's investment advisory business,and fully grasps the internal situation of YH securities company's investment advisory business.Then,using the PEST,five forces model and other related theoretical tools,on the Milky Way securities investment advisory business outside the macro development environment,the development of the industry environment,the regional competition in a comprehensive analysis of the current situation,on the basis of the SWOT analysis of the Milky Way securities investment advisory business's internal strengths and weaknesses,external opportunities and threats.Then,the research and design of marketing strategy of YH securities investment advisory business.The first step is to clarify the future development goals and purposes of the investment advisory business of the company,and then use STP analysis to locate and choose the target market.On this basis,we put forward the marketing strategy combination of the company investment consultant brand,personnel,distribution,tangible display,service process and so on.Finally,it is the implementation measures of YH securities investment advisory business,service marketing strategy implementation,and puts forward safeguard measures for enterprise culture,human resources,information resources and organizational structure.