Research Onmarketing Strategy Of Brokerage Business Of ZY Securities

The Shanghai stock exchange,China's first stock exchange,was established in December 1990.In April 1991,the shenzhen stock exchange was established after the approval of the people's bank of China,Since then,the securities industry has entered a rapid development stage in China.With the rapid development of capital market,the competition among domestic securities firms is becoming more and more intense.According to data from the securities industry association of China,the number of securities companies set up in China has increased to 129,with the number of branch offices and business units reaching 9,075 by December 2016.From the data of shandong province,By the end of 2016,the number of securities operating institutions in the province had grown to 561,compared with 269 in 2012.In addition,the rapid development of Internet finance has impacted the business domain and region of the securities industry,which has intensified the competition in the industry.After the 2012 national securities industry innovation conference,the CSRC launched 11 measures and allowed financial products to be sold on the Internet.The third plenary session of the 18 th CPC central committee proposed that the issuance of shares should be changed from the approval system to the registration system,IPO restart,new three board listingA series of policies suggest that financial change enters the implementation stage,and the securities industry may face a reshuffle.ZY securities jinan business department was designed in 2011,which is an important step in the layout of ZY securities.In this paper the jinan ZY securities business departments brokerage business as the research subject,aims to analysis the current of the defects in the sales department in the brokerage business marketing strategy,put forward the corresponding optimization strategy,in order to further develop sales brokerage business,expand its market share.On the basis of the analysis of the existing marketing mode and marketing environment of the marketing strategy of ZY securities in Ji'nan,this paper puts forward a more complete marketing strategy.In terms of product strategy,this paper proposes to implement the strategy of product combination and differentiation to meet the needs of different levels of customers,and to enhance customer stickiness through product branding.In terms of price strategy,according to market segmentation,we mainly consider the regional,customer and business differences of pricing.In the channel aspect,we should accelerate the construction of the Internet channel,deep ploughing the existing dominant entity channels,and improve the customer's tracking and maintenance,so as to ensure the stability of the channel.In the promotion,we can carry out advertising promotion around the brand concept and carry out the gift promotion to the customers.In the protection of marketing strategy.This paper proposes that the establishment of effective organization and management guarantee system is the key to the effective implementation of marketing strategy.In addition,due to the high risk of financial market,it is necessary to establish a reasonable risk control system for employees to carry out the legal education of the necessary marketing work,which is not only a guarantee for the smooth implementation of marketing strategies,but also a prerequisite for the healthy development of securities companies.