Research On The Marketing Strategy Of The Brokerage Business Of Garden Road,HengTai Securities

With the vigorous development of China's financial market,China's securities industry as a barometer of the national economy is also rapidly developing,and as a traditional business of securities companies-brokerage business,has always occupied the first position of the brokerage income list.In 2015,the stock market went into a trough,the index went down,the popularity of the securities market weakened,the seller became more passive,and the buyer was cautiously watching.This difference between the buyer and the seller was essentially a change in the marketing model.Sign.As the profit point of the brokerage income pillar,the continued strong development of the brokerage business is the key to the survival of brokerages.This paper takes the Hengtai Securities Garden Road Securities Business Department as the research object,analyzes the operation status of the security business department of Hengtai Securities Garden Road,finds out the problems and deficiencies in its brokerage business from multiple dimensions,carefully analyzes the reasons and finds The root of the problem,and designed a set of brokerage business marketing strategy in line with the characteristics of Hengtai Securities Garden Road Securities Business Department.This article is divided into five chapters to introduce the background,ask questions,analyze problems,solve problems,and get conclusions.The first is to introduce the background of the marketing management of the brokerage business of the securities business department of Hengtai Securities Garden Road,the meaning of the topic and the method of use.Briefly introduce the marketing theory used in this article to find a marketing theory that is consistent with the brokerage business.Secondly,by analyzing the current operation status of the brokerage business of Hengtai Securities Garden Road Securities Business Department,the problems are analyzed.The problems include that the existing marketing channels of the sales department are relatively small,the marketing ability of employees is urgently needed,and the attention of customers is concerned.Not sufficient,the management system has not kept pace with the times,and the old system is still being used.Thirdly,the author analyzes the marketing environment of Hengtai Securities Garden Road Securities business brokerage business,and analyzes it from macro environment to micro environment.Using SWOT analysis method to analyze the existing marketing problems of the advantages,disadvantages,opportunities and threats of Hengtai Securities Garden Road Securities business brokerage business.After repeated reconsideration of the problem,it was proposed that the brokerage business of Hengtai Securities Garden Road Securities Business Department should formulate a marketing strategy centered on serving customers.Through the STP strategy,the market for the brokerage business of Hengtai Securities Garden Road Securities Business Department was fined.Points,selected the market target of the brokerage business,and accordingly repositioned the brokerage business of the Hengtai Securities Garden Road Securities Business Department.Next,apply 4P's marketing strategy to the brokerage business of Hengtai Securities Garden Road Securities Business Department,and formulate a combination of brokerage business of Hengtai Securities Garden Road Securities Business Department from several different strategies of product,price,channel and promotion.Strategy.In this process,not only must we move to the scientific theory of marketing,but the author is also very concerned about the combination of theory and the brokerage business characteristics of Hengtai Securities Garden Road Securities Business Department.Finally,in order to ensure the success of the marketing strategy.Implementation,the corresponding measures were given.First,we must continuously optimize and improve the business and services of the Hengtai Securities Garden Road Securities Business Department.Second,we must establish a high-quality,high-executive and efficient marketing team as soon as possible.Third,we must establish a marketing system with customer service as the core,continuously increase the stickiness between the sales department and customers,and deepen the management of customer relationships.