Research On Marketing Strategy Of Brokerage Business Of A Securities Company Under The Background Of Internet Finance

As the earliest service item in the securities industry,securities brokerage can provide a stable and lasting source of income for securities companies.With the implementation of floating commission system in China’s securities industry,China Securities Regulatory Commission has announced the policy of allowing foreign-owned joint venture securities firms in recent years,the domestic securities business license is in a saturated state,coupled with the rapid development of online accounts and the full liberalization of one-person multi-household business.With the increasingly fierce competition among securities firms,the earnings of securities firms with brokerage business as their main source of income have declined dramatically.How to adjust marketing strategies to survive has become a top priority for securities company.This article focuses on a securities company and conducts in-depth research on its marketing strategy.Follow the research idea of "find problems,analyze problems,solve problems",and the loops are closely linked and analyzed at different levels.Firstly,analyze the brokerage business marketing environment of A Securities Company from the macro and micro environments and the industry environment,which translates into the securities company’s understanding of the possibility and threat of the company’s internal resource environment and external environment during the brokerage business marketing process necessity.Secondly,by analyzing the current situation and existing problems of A securities company’s brokerage business marketing strategy,the author understands the brokerage business operation of A securities company,the marketing status of A securities company’s brokerage business and the problems and reasons of A securities company’s brokerage business marketing.Thirdly,based on the problems existing in the brokerage business marketing of A securities company,the marketing strategy is formulated.Based on the 7Ps marketing theory and STP marketing theory,formulating the marketing strategy of brokerage business in the internet financial background which is suitable for A securities company,through market segmentation and target.Market,market positioning and product strategy,price strategy,channel strategy,promotion strategy,personnel management strategy,tangible display strategy and service process strategy are analyzed in seven aspects,striving to explore the marketing innovation strategy in the background of the Internet which is suitable for A securities company’s brokerage business.Finally,so as to ensure the smooth implementation of the marketing strategy,Four related safeguard measures(organization,technology,finance,and talent)have been established..This study solves all aspects of the marketing of A securities company’s brokerage business,and has important reference value for optimizing A securities company’s brokerage business marketing strategy and developing securities brokerage business.And it also has certain reference value for future development of brokerage business of the same type of brokerage company.