Research Of Marketing Strategies Of Personal Financial Products In The SZ Business Department Of China Merchants Securities

In recent years,with the continuous improvement of China's economy,the scale of the securities market has gradually expanded,and the demand for securities investment has gradually changed from products such as stocks and bonds to specialized and comprehensive financial products.As the disposable personal income increases,people's sense and awareness of financial management have been gradually enhanced.As an important business entity of personal financial products,securities companies have gradually increased investment in human and material resources for selling personal financial products.How to improve the marketing strategy for personal financial products in the SZ business department of China Merchants Securities is a big question.Due to the fierce market competition and the internal management that should be optimized,achieving the maximum benefits for personal financial products in the fierce market competition is the key for the SZ business department of China Merchants Securities.On the basis of service marketing theory,this paper makes a survey of the general situation of the SZ business department of China Merchants Securities and its personal financial products to find out the problems of marketing strategy through the analysis of the product strategy,pricing strategy,marketing channels and promotion strategies.Then the paper analyses the marketing environment of the personal financial products from three aspects such as the macro environment,the industry environment and the internal environment for marketing.Further,determining the market segmentation and orientation of personal finance products in the SZ business department of China Merchants Securities,the specific marketing strategies for personal financial products are proposed from four aspects,including customer strategy,communication strategy,cost strategy and convenience strategy.Finally,the paper put forward the security measures for the implementation of marketing strategy for personal financial product from four aspects including the establishment and improvement of the internal management system,the construction of high-quality marketing team,the improvement of marketing incentive mechanism,and the construction and improvement of marketing information technology support system.Through the research on the marketing strategies and the security measures for the personal financial products of the SZ business department of China Merchants Securities,hopefully,the paper can provide guidance and reference for improvement of the marketing level and market share for the business department.At the same time,the paper is expected to provide ideas and reference for the perfection of financial products marketing strategy for other securities companies.