Research On The Marketing Strategies Of Securities Trust Services Of Jilin Province Trust Co.,Ltd

In China's economy driven by elements to drive efficiency and innovation in the process of the shift,in macro economic growth is slowing,supply side structural reform background,in the process of growth of power conversion,trust industry in our country also entered the stage of financial transformation under the new normal,how to adjust the represented by securities trust,the trust business of structure,in a timely manner to carry on the transformation and upgrading,is our country at present to determine 68 trust company focus on the objectives and tasks,and Jilin Province Trust Co.,LTD.(hereinafter referred to as the Jilin Trust)securities trust business development direction and key.Taking the securities trust business of Jilin Trust as an example,this paper mainly studies its marketing strategy by means of literature review,interview and comparative analysis.This is because Jilin Trust is currently the only one specialized is engaged in the business of non-bank financial institutions in Jilin,financial trust securities Trust business as an important part of Jilin province Trust company business products,marketing activities not only about the business development,also is closely connected with the current company survival and development of the transformation and upgrading.However,through interviews and investigations,it is found that the current marketing situation of securities Trust business of Jilin Trust company has such problems as unclear product positioning,insufficient market research,lack of innovation in product and sales process,and inadequate implementation of risk prevention and control.Therefore,on the basis of the marketing mix theory,this paper makes an in-depth analysis of the marketing environment of the securities Trust business of Jilin Trust company.1.Analyze the macro environment of the company's securities Trust business from the aspects of politics,economy,culture and technical environment with the help of PEST analysis.2.From two aspects of customers and enterprises and competitors to the micro environmental analysis of securities,the Trust business,the competitor analysis using porter's five models,of Jilin Trust securities business current competitors,the potential intruders,the substitutes,the suppliers and the buyers' bargaining power are analyzed,it is concluded that the core strengths of the company's business securities Trust and existential threat.3.SWOT analysis was used to analyze the advantages,disadvantages,opportunities and threats of the securities Trust business of the company,and the corresponding strategies of SO,ST,WO and WT were developed.In this paper,on the basis of the above analysis,according to the marketing mix theory,put forward the development situation,the current company securities Trust business marketing mix strategy Suggestions: first,in terms of product strategy,according to the change of internal and external environment for securities Trust business innovation constantly,can new securities Trust product innovation,also can undertake product portfolio to the existing business.Second,in terms of price strategy,we should take the optimization of the quality of securities Trust business products as the goal.For the innovative securities Trust business,we can initially adopt the low price strategy,and then adopt the high price strategy to gradually recover the cost and obtain the income.Third,in terms of channel strategy,we should attach equal importance to both long and short channels,continue to give full play to the advantages of traditional channel marketing,and strengthen the construction of "Internet + channel" sales channels.Fourthly,in terms of promotion strategy,the company's website and other business promotion methods are used to conveyinformation about products to the public.Personnel promotion through direct introduction of securities Trust business to customers;Deliver product and service information to relevant agency staff or potential customers;Through public relations management methods such as public welfare activities,expand the company's popularity and attract potential customers.Finally,by strengthening product and sales innovation,improving the construction of talent team,and further strengthening risk control,this paper proposes ways and means to ensure the smooth and effective implementation of the securities Trust business marketing strategy of Jilin Trust.It provides the reason basis for Jilin Trust company to make the correct securities Trust marketing decision,thus to make effective securities Trust business marketing strategy and promote the further development of the company's securities Trust business.