Research On Marketing Strategy Of Z Branch Of A Securities Company

By the impact of the policy "de-leverage,strict supervision" and the "China-US trade war".the tendency of China of stock market is fluctuating down.The trading volume of the Shanghai and Shenzhen stock markets remain sluggish,and the brokerage revenue has significantly declined.In addition,the threshold of the brokerage license has been relaxed restriction,more competitors are showing up.Especially,a lot of internet companies are seriously challenging our market by extremely low commission strategy and lead to rat race.Because of these reasons,the income of Z subsidiary of A security company which depends on brokerage business is in a difficult situation now.This paper will analyze deeply,effectively and individually security brokerage business structure and brokerage business market in Shenzhen,current situation of industrial competition,advantages and weaknesses of Subsidiaries and marketing strategy formulation by applying marketing,Porter's Five Forces,PEST model,SWOT,7Ps and other theories.By analyzing and summarizing:Z subsidiary should follow closely industrial development of security market,deterring to service concept is customer-focused,complete work of customer segmentation.Otherwise,we should consolidate and perfect channel building and embrace internet financial science actively for optimizing business of wealth management and innovation.Only in these ways,we have opportunity to win customers' trust and market competitive power for victory in "service war" of security companies in the future.This paper is divided into 6 chapters.In chapter 1,it will demonstrate the research background and significance.For chapter 2,literature review and theoretical research framework will be displayed.Chapter 3 will analyze the securities brokerage business structure in order to conclude the tendency and variation of the securities industry.Chapter 4 is going to analyze the existing marketing strategies and resources to spot out the drawback of present status.In terms of chapter 5,it will display the Shenzhen brokerage market,also systematically analyzes the industry environment,market feature and Shenzhen competition status.In chapter 6,the new marketing strategy will be drawn out as per 7Ps theory with the advantage and disadvantage of the company The final chapter is going to summarizes the future direction of the branch in the market competition of securities market.