Research On Financial Products Marketing Of ZT Securities

With the rapid development of the national economy,the increase in per capita disposable income has stimulated residents' enthusiasm for investment and wealth management,coupled with the rapid development of mobile securities,the traditional business profit model of securities companies faces greater challenges.In 2012,the regulatory policy was liberalized,and the CSRC allowed securities dealers to carry out sales of financial products on their behalf,and the securities dealers gradually started to use the sales of financial products as a new force.In recent years,China's discussions on the marketing of financial products in the financial industry have gradually deepened.Many studies have included discussions on consumer demand,supplier and customer relationship management,and have promoted the innovation of content and management models in financial marketing theory.Although most studies believe that market segmentation is necessary for the design of marketing strategies for financial products,only existing information is used as the basis for market segmentation,and individual investor factors such as investor personality and attitude are not included in market segmentation variables.This thesis starts from the definition of market segmentation based on the STP theory.It conducts market segmentation of securities company financial product investors and describes each sub-market by establishing a cross-list method to make the segmentation more accurate and scientific.It provides new research ideas for financial product marketing strategy design.This thesis mainly adopts research methods such as literature research method,qualitative analysis method,interview method and questionnaire survey method.The literature analysis method is used to sort out the relevant research and comments on STP theory,7Ps marketing strategy theory and financial product marketing at home and abroad,which lays the foundation for the theoretical research of this thesis.The qualitative analysis method is used to analyze the company's marketing businessstatus and marketing environment.The interview method was used to summarize the problems existing in the financial product marketing business of the company,including the problems of market positioning and marketing strategies.Conduct market research in the form of questionnaires,obtain investor market segmentation variable data from investors' investment decision-making process,investment objectives,psychological value,life attitude,and segment the market based on the results of factor analysis and cluster analysis.There are three innovations in this thesis: First,based on the marketing strategy thinking,the marketing environment and the internal environment of the enterprise are analyzed,and the future business development direction is determined by combining the internal resources of the enterprise.Secondly,market segmentation of financial product investors based on marketing strategic thinking,starting from the definition of market segmentation based on STP theory,extracting market segmentation variables,obtaining data through market research,combining factor analysis and cluster analysis,Get five types of market segments,and determine three target markets according to the company's future business development direction.Finally,based on the 7Ps marketing strategy theory,the marketing mix strategy is designed based on the differences in the needs of investors in the three target markets,so that the company has a complete marketing mix strategy that can be implemented for any target market.This thesis expands the applicability of STP marketing theory and 7Ps marketing strategy theory in addition to physical products,and deepens the exploration of marketing theory,which has strong theoretical significance.This thesis' s research on the marketing strategy of ZT securities and financial products plays a key role in improving the company's financial service system and enhancing market competitiveness,and it also has important strategic significance for the company's long-term and sustainable development.In addition,ZT Securities is a large-scalecomprehensive securities firm in the country.This research has certain guidance and reference significance for other securities firms in the industry,so this thesis has strong practical significance.