Research On Marketing Strategy Of Brokerage Business Of Y Branch Of Central China Securities Company

With the rapid development of the securities industry,the competition in the industry is intensified.With the shrinking of trading volume and the decline of commission rate in the industry in recent years,the net income of agency trading securities business has also declined significantly.Because the income of brokerage business in the securities market is one of the most important sources of income for securities companies,how to innovate the marketing strategy of brokerage business is an urgent task for the business department of each securities company.Taking Y branch of Central China Securities Company as an example,this paper analyzes the current marketing strategy of securities brokerage business of the business department in detail and puts forward the strategy optimization,which has great reference significance for other similar securities business departments.This paper first discusses the research background,significance,research content,methods and ideas,expounds the innovation points,combs the domestic and foreign research status,and lays a theoretical foundation and framework for further analysis of the marketing strategy of securities brokerage business of Y branch of Central China Securities Company.Then this paper analyzes the current situation and problems of the brokerage business of Y branch of Central China Securities Company.The main problem is that the marketing strategy of the brokerage business in the past is more traditional,not scientific and professional,which is mainly reflected in the following aspects: product strategy,the existing financial product structure of the brokerage business is single,the service consulting product is not professional and targeted,and the investors connect After receiving the information,it is unable to take effective investment actions;in terms of price strategy,the general account commission rate of the branch company is far higher than the average level of the securities market;in terms of channel strategy,the marketing concept is relatively backward and only relies on offline promotion;in terms of personnel strategy,a perfect talent training system has not been established to form a professional investment advisory team;in terms of promotion strategy,there are too few audiences and promotion The marketing methods are too single and the forms are not diversified;in terms of tangible display strategy,the tables and chairs are worn out,the computer equipment is aging,and the display information of personnel is not updated in time;in terms of service process strategy,the service process is arbitrary and the business processing is unfamiliar.Then this paper analyzes the main causes of these problems: weak crisis awareness,serious cost control;one-sided pursuit of short-term results;focus on maintaining old customers,do not dig new channels;lack of professional talents.Make strategy optimization in this paper,the above problem,should be based on the target market positioning and segmentation under the STP marketing theory analysis,puts forward relevant countermeasures such as product strategy optimization of service differentiation of the transition and in view of the customer,asset allocation,pricing strategy,optimization of the prices of securities general accounts and credit accounts,channel strategy,optimize the optimization of offline channels and online collaboration,the strategy of establishing and perfecting the personnel of the staff promotion staff training management system management system and pay attention to corporate culture construction,the strategy of marketing and promotion of personnel to promote and carry out marketing activities and advertising,In the visible display strategy,it is necessary to strengthen the good display of the business place and actively fulfill the corporate social responsibility and optimize the service process strategy.Finally,the author puts forward the guarantee measures for the marketing strategy of brokerage business: optimizing the internal communication mechanism,operation support guarantee and compliance risk guarantee,to ensure that the optimized marketing strategy can be effectively implemented.Taking the Y branch of Central China Securities Company as an example,this paper deeply analyzes the problems encountered in the marketing process of the securities brokerage business at the sales department level and provides a more detailed strategies,which provides a good solution for the grassroots sales departments of other securities companies.The strategy hopes to lay a foundation for others to study this field in the future.Due to the rush of research time,and the Y branch of Central China Securities Co.,Ltd.is only a case,it is not necessarily broadly representative,so it is inevitable that some aspects are not comprehensive enough,and other researchers will continue to explore in the future.