Marketing Strategy Research Of Caitong Securities

In 2015,With the end of China's A-share bull market,the turnover of the Shanghai and Shenzhen stock markets plummeted,the performance of securities companies fell across the board,and the business promotion of securities companies has also encountered serious obstacles.The marketing strategies of securities companies faced great challenges.In order to survive in the fierce market competition,the most important part of the factors is marketing.All the economic activities of modern enterprises are carried out around marketing.Marketing can explore market trends for enterprises,capture market dynamics,discover market opportunities,and more quickly grab the market share.At the same time,it can help companies to examine themselves and find advantages and shortcomings help companies to better leverage their strengths,make up for shortfalls,and ultimately achieve rapid growth in profits.This paper takes Caitong Securities as the research object.Firstly,it starts with the current macroeconomic analysis,uses PEST analysis method to explore the political,economic,social and technical environment of the current securities companies,and then analyzes in detail the industry environment in which the company is located,uses Michael Porter's Five Forces Model analyzes the competitive environment and analyzes the competition with multiple securities companies,thus comprehensively assessing the current external environment of Caitong Securities.Secondly,using STP Strategy to the current market of Caitong Securities The analysis of the Segmenting,Targeting,Positioning,combined with the 4Ps marketing theory,starts from the internal environment of Caitong Securities,and analyzes the current marketing strategy of Caitong Securities from four aspects:product,pricing,promotion and channel,and then analyzes it by SWOT.In order to grasp the opportunities of Caitong Securities in the current environment,the rapid improvement of business and the threat of fierce competition,and find their own advantages and disadvantages,these disadvantages hinder the pace of the transformation and development of Caitong Securities to a certain extent;After a comprehensive analysis of Caitong Securities' marketing environment,it is in compliance with compliance,strategic development and universality.Under the principle of STP strategy,it guides the market segmentation,target market selection and market positioning of Caitong Securities,and based on the 4Ps marketing theory,it comprehensively formulates the wealth from four dimensions:product,price,channel and promotion.The marketing strategy of Tong Securities;Finally,in order to ensure the smooth implementation of marketing programs,safeguard measures have been formulated in five aspects:departmental collaboration,process control,team building,compliance control and cultural construction,in order to compete in the subsequent fierce competition.In the middle of winning a place.I also hope that this article can provide some new ideas for later researchers.