Research On The Transformation Of Marketing Strategy Of Changjiang Securities Brokerage Business

In the context of China's rapid economic development and international financial integration,China's securities industry is in the stage of coexistence of opportunities and threats.On the one hand,the continuous deepening of domestic economic and social environment as well as many policy reforms in the financial sector has brought good development opportunities to the domestic securities industry.On the other hand,the aggravation of industry competition and the non-standard of marketing mode have made the securities companies feel unprecedented pressure.Under such background,the securities companies want to in the securities brokerage business market take a place,must be the scientific analysis of the problems of the company actual situation points,and in view of the problem formulation is suitable for enterprise,effective marketing strategy.Changjiang Securities Company Limited(hereinafter referred to as "Changjiang Securities")is a national comprehensive listed Securities Company providing comprehensive financial services and financing services.After nearly 30 years of development,changjiang securities has been at the forefront of China's securities industry.However,due to the lack of perfect marketing strategy,the operating income of enterprises is very unstable,especially in the second half of 2015,which makes the brokerage business income of changjiang securities rapidly decline.Therefore,it is very necessary to study the marketing strategy of the changjiang securities brokerage business.This article through to in-depth study of the theory of marketing,combinative oneself in changjiang securities working experience for many years,the changjiang securities brokerage business management present situation,the brokerage industry present situation and analyzes the external environment,such as social politics,changjiang securities in the course of future development is discussed of the strengths,weaknesses,opportunities,threats.Back on the market segmentation,and select the target markets,changjiang securities brokerage business of the enterprises according to the target market and positioning of enterprise,and then fromproduct,price,channel,promotion and so on four aspects to explore the marketing mix strategy of changjiang securities,for the further implementation of strategy,in the last part of the article,and proposed the corresponding implementing Suggestions.