Research On The Marketing Strategy Of High-net-worth Clients Of Z Securities Company

In recent years,with the world the momentum of economic growth and global economic integration deepening uncertainty,a trade war with China,China's economy is in growth phase shift,tighter capital market volatility,the securities industry regulation factors such as overlay,lead to the overall stock market weakness,the brokerage business income is declining,the whole industry into the winter.At the same time,with the implementation of the "one person,three households" policy,the rapid rise of Internet finance,the price war between securities companies becomes more and more fierce,fixed costs remain high,product homogenization becomes more and more serious,etc.,securities companies rely on the traditional brokerage business model and profit model is not sustainable.In the face of severe and complicated macro environment and competition,securities companies are constantly seeking new profit growth points and carrying out strategic transformation.Increasing efforts to expand high-net-worth customers will help Z securities company optimize its customer structure,improve customer service level and reduce operating costs.It is also an important way for Z securities company to drive the development of other lines of business and optimize its income structure.Aaron at the same time because of the National Equities Exchange and Quotations,OTC Options,Shanghai-Hong Kong Stock Connect,Science and Technology Innovation Board,and other areas of the capital market reform and open policy important all set a higher threshold of investors,securities companies if there is no large group of high net worth clients,the company development will be more passive.Currently,the large and growing number of high net worth clients in China has become a new blue ocean for securities companies to expand their business.On the basis of learning and studying relevant marketing theories,this paper takes Z securities company as the research object.First of all,this article for Z securities of the company's marketing environment is analyzed,through PEST theory to analyze current macro environment,for a summary on the current situation of the development of the securities industry in our country,and make use of porter five models for Z of a securities firm competition environment was analyzed,and it is concluded that the current is high net worth clients for securities firms to expand more favorable marketing environment.Then,combined with the development status of wealth management of high net worth clients at home and abroad and the marketing experience of excellent management institutions,we get the enlightenment of high net worth client marketing for China's securities companies.This paper mainly introduces the marketing modes of foreign Merrill lynch,domestic China Merchants Bank,Guangfa Securities and Noah Wealth.Secondly,the marketing status of high-net-worth clients of Z securities company is elaborated,and problems such as serious product homogeneity,continuous decline of commission income,single channel,lack of talent training mechanism,insufficient tangible display and insufficient service process management are pointed out in the marketing process of high-net-worth clients.In addition,the "STP marketing theory" and "7Ps marketing theory" are used to develop a set of high-net-worth customer marketing strategies suitable for Z securities company.It includes seven aspects,including the positioning of high net worth customer marketing of Z securities company,the strategy of enriching product line,the strategy of differentiated price,the strategy of diversified channels and the promotion strategy.Finally,in order to ensure the effective implementation of the high net worth customer marketing strategy of Z securities company,relevant safeguard measures were formulated from the aspects of organizational structure,corporate culture and risk control.Through the analysis and research of this paper,the following conclusions are drawn:firstly,the high-net-worth customer marketing of Z securities company must seize the favorable opportunity of the current securities market warming and the continuous growth of domestic high-net-worth customer groups,and promote the marketing of high-net-worth customers to the important strategic level of the company;Second,Z securities companies should pay attention to the customer segmentation of high net worth clients,on the basis of "the STP marketing theory",using tools such as company's integrated financial services platform,fully tap the customers' needs,multi-dimensional build customer portrait,differentiated marketing,positioning to high net worth wealth managers and private customers do high net worth clients "one-stop"integrated financial service providers;Finally,the marketing strategy based on the "7Ps marketing theory" should be constantly optimized according to the changes of the market situation,and the improvement and improvement of safeguard measures should be paid attention to.