Research On Marketing Strategy Of Brokerage Business Of Northeast Securities Co.,Ltd

After years of transformation and upgrading,securities brokerage business has made some innovations,but the effect is not ideal.With the frequent emergence of domestic financial innovation business policies,open mixed industry has become the trend of the times.In addition to the strong impact of Internet finance and innovation business,brokerage business is facing enormous challenges and opportunities.With the role of securities market in China's economy becoming more and more important,securities companies are participating in the increasingly fierce competition in the financial market with a new look.Previous scholars hold a positive attitude towards the rapid development of Internet finance.At the same time,they point out that the application of financial technology has penetrated into the gene of securities companies,which gives securities companies a congenital advantage in using Internet marketing to serve customers.In fact,Internet technology or Internet finance are only a means or tool of securities companies' marketing.Combining with themselves,correctly formulating marketing strategies suitable for their own development is what securities companies should consider when carrying out their business.The brokerage business of securities companies is profitable by its intermediary nature.The brokerage business of Northeast Securities Co.,Ltd.is in the Commission price.Compared with CITIC Securities,Guangfa Securities,Galaxy Securities,Haitong Securities and other securities companies,financial products and financial services,marketing channels and other aspects,there are not small gaps.Therefore,this study combines the operation practice of Northeast Securities Co.,Ltd.to solve the actual problems of brokerage business of Northeast Securities Co.,Ltd.This paper combines theoretical analysis with strategic research.Firstly,it describes the research background and significance,research content and methods,and research theory.Through the research background,we know that with the development of securities business,securities brokerage business needs to find a more direct and effective way to precise marketing,and needs marketing strategies to guide securities brokerage business to carry out marketing work.Through in-depth study and research of basic theory,select the appropriate theory.The main theories used in this paper are STP strategy,SWOT analysis,PEST analysis,Porter's five-force model and marketing portfolio theory(4Ps).Secondly,through macro-PEST analysis,micro-Porter's five-force model analysis and SWOT analysis,the present situation of brokerage marketing in securities industry and Northeast Securities Co.,Ltd.is deeply studied,and the brokerage business of Northeast Securities Co.,Ltd.is pointed out.The problems facing marketing are as follows: establishing popular marketing channels,lacking characteristics and innovative modes;serious homogenization of financial products and services,low customer recognition;narrow profit margin of commission price and near "dead end" of feeding on commission.It can be seen that the competition in the securities industry is extremely fierce and has been in the process of change.Northeast Securities Co.,Ltd.has not only domestic competitors,but also foreign securities companies are beginning to appear in the increasingly open capital market.Through the analysis of Northeast Securities Co.,Ltd.and based on the brokerage business marketing problems of Northeast Securities Co.,Ltd.,the marketing strategy is formulated by using the marketing mix theory.Northeast Securities Co.,Ltd.should conduct in-depth research on marketing channels,financial products and services,commission pricing and other aspects,and formulate corresponding strategies.By speeding up the enrichment of the financial product line of Northeast Securities Co.,Ltd.and building the characteristic service of Northeast Securities Co.,Ltd.,we can realize the financial product and financial service strategy.According to the principle of "equal charge for the same kind of customers" and "equal charge for the same kind of services",the main commission pricing strategies of Northeast Securities Co.,Ltd.are realized by means of customer asset scale pricing strategy,account opening and transaction pricing strategy,value-added service pricing strategy,resource inclination pricing strategy and cost commission pricing strategy.Through the construction of innovative online marketing channel model,expanding and stabilizing the general marketing channel,assisting the regional branches and business departments of Northeast Securities Co.,Ltd.to complete the channel landing,the marketing channel strategy of Northeast Securities Co.,Ltd.Promotion strategy of Northeast Securities Co.,Ltd.is realized by means of activity promotion,customer fission and new customer financing.