Research On Marketing Strategy Of Investment Advisory Business Of Z Securities Company In The Era Of Mobile Internet

As the average commission rate of the securities industry decreases year by year,it is difficult for securities companies to create more profits relying on traditional business.At the same time,the number of securities investors is increasing year by year,and customers have a growing demand for professional investment services.In such a severe environment,securities companies began to pay attention to the construction of the team of investment advisers in order to build a new profit model and improve the professional service ability,and developed and expanded the business of investment advisers with the help of mobile Internet.There are various marketing strategies of mobile Internet.If the traditional investment consulting business wants to shine on the mobile Internet,then it must choose appropriate marketing strategies.This paper takes the ISMAS model of consumer behavior and 41 marketing theory as the guidance,takes the investment consulting business of mobile terminals of Z securities company as the research object,USES literature research,case analysis,qualitative and quantitative analysis and other methods,combined with the development status of mobile Internet investment consulting business of Z securities company,customer portrait and marketing problems,to construct the SWOT model of mobile Internet investment consulting business of Z securities company,so as to put forward the marketing strategy and guarantee measures of investment consulting business based on mobile Internet.The marketing strategy of mobile Internet for investment consultants is mainly based on four aspects:interest,interest,interactivity and personalization.In terms of fun,product design should consider the needs of users.In addition,the demand of users shall also be included,so as to enhance the playability of activities.In terms of benefits,it is necessary to achieve the psychological satisfaction of users through the cross-experience of different products,trial promotion of purchase and product use privileges.In terms of interactivity,it is urgent to improve the interactive experience of product function and service content.In the aspect of personalization,it is necessary to realize personalized product display and personalized service customization.The guarantee measures of this series of marketing strategies are mainly carried out from three aspects,that is,the professional guarantee of investment personnel,the establishment of precision marketing system and the compliance guarantee of business risk control,ensuring effective implementation of marketing strategy.It is hoped that the marketing strategy design for the mobile Internet can promote the sales growth of the investment consulting business of Z securities company,so as to realize the sustainable development of the company's brokerage business.Theoretically,this paper skillfully combines the characteristics of the mobile Internet era with the marketing theory,and objectively analyses the investment advisory business of securities companies,which is conducive to promoting the progress of marketing theory in practice.Practically,based on the user demand and market environment,the product marketing strategy of the securities company's mobile terminal investment consulting business is studied,which is of certain reference value for the development of the securities company's investment consulting business and the generation of brokerage business.