Research On Marketing Strategy Of Taizhou Securities Department Of Minmetals' Securities Company

In recent years,the development of securities market becomes more and more rapid,and securities companies have realized the actual impact and role of marketing activities on business development.Under the increasing competition of the global economy,the both of securities business types and financial instruments show their diversity and professionalism.At present,along with the poor market situation of the securities' secondary market,the volume of transaction has declined sharply.And the”commission war”kicked off because of the “one person,multiple accounts” policy's implementation on April 13,2015,which lead to the securities brokerage business couldn't be able to meet the need of their own profits and earnings,especially for small and medium-sized securities companies.Because the securities brokerage business is the main business for the securities companies for a long time,it really afford higher pressure.In the process of researching the marketing strategy of the securities departments,this paper firstly elaborates the research background and significance,then it introduces the research methods and its main contents.Also,theoretical basis which was used in the research is reviewed,and we make a literature review on the problems which were studied.Secondly,this paper comprehensively expounds the current marketing state and its related problems of Taizhou securities department of Minmetals' Securities.And it points out the concrete problems in the marketing work at present.These problems mainly include inaccurate segmentation of customer market,unclear market positioning,lack of effective development of high net worth customers and imperfect marketing team building and so on.Thirdly,this paper analyses the marketing environment of Taizhou securities department of Minmetals' securities company again from the macro and micro two aspects.In the macro-marketing environment of the business department,it analyzes the political environment,economic environment,social environment and technical environment;In the micro-marketing environment of the business department,it mainly analyzes the competitors,suppliers and customers.On this basis,it carries out SWOT analysis(situation analysis)and SO strategy(expansion strategy)for Taizhou securities department of Minmetals' securities company.Finally,the STP marketing strategy is formulated for the securities business department based on the above analysis.According to the two dimensions of product type and service object,the market can be subdivided.The product type can be divided into two sub-markets,traditional product market and innovative product market;the service object can be segmented into individual market and institutional market.The individual market contains family customers,high-end customers,and individual investors;the institutional market includes corporate investment and financing consultants and corporate finance.Taken together,the Taizhou securities department of Minmetals' securities company can be divided into 10 sub-markets,that is 2*(3+2).Then choosing the family customers,high-end customers,corporate finance and financing consultant these four sub-markets as the securities business department who can be customer-oriented and provide comprehensive financial services to customers in all directions.In these four markets,the broker should be targeted to recommend subdivision products,adjust products' structure and combination through network and offer suitable products.He also has to price the value-added financial services reasonably which was provided free previously,and price the investment consulting services differently according to the different customers' requirements.Then on the basis of making full use of bank channel during the market development,the broker should further carry out the marketing on the Internet.In the promotion,the securities companies should not only carry out daily sales promotion,but also activities promotion and advertising promotion have to be strengthened.In order to make sure the final goals of the marketing strategy development can be achieved,the logistics should be supported,it includes construct high-quality marketing team,perfect the salary and incentive system,establish a continuous training system,control the compliance risk.