A Research On Marketing Strategy Of Brokerage Business Of DY Securities Company

In recent years,the traditional business model has been subverted,the trade barrier has been broken,and the brokerage commission income has fallen.As a result,the rapid development of Internet finance has made a shock to the brokerage business of securities.At the same time,Chinese government has deepened the reform of the financial system,increased supervision and investor protection,encouraged innovation and improved service quality.All these policies has transformed the securities industry from homogenization to differential competition,which is even fiercer.As one of small and medium-sized listed brokers,with a middle market share of its brokerage business and a comparatively small customer asset scale,DY securities has poor competitive advantage in the industry.From 2014 to 2017,the brokerage income has always ranked top three in the company's business income ranking,which contributed greatly to the company's operating income.However,there still is much too big a gap compared to the value of that in other securities companies.The purpose of this research is to help DY securities develop its brokerage business with an updated marketing strategy.This paper:firstly applied PEST to analyze the environment of DY securities brokerage business,and then applied SWOT to analyze the current situation and existing problems of DY securities brokerage business marketing,in order to demonstrate both the advantages,and disadvantages the DY securities company has,as well as the opportunities and challenges that the securities industry has faced.Secondly,the writer analyzed the needs of securities investment customers by conducting questionnaires among the customers,which provided foundational information for the realization of precision marketing services.The paper also analyzed different successful cases of several Internet securities companies such as HuaTai Securities,SinoLink Securities and EastMoney,concluded several critical experiences that DY securities company can team from.Finally,combined with 4P marketing theory,the paper provided effective marketing strategies for DY securities company's future brokerage business development.