Research On Financial Products Precise Marketing Strategy Of GL Securities Company

Affected by the downward trend of the industry commission rate,the transformation of securities companies' wealth management has always been a hot topic of concern to all walks of life,experts and scholars.Domestic securities companies must actively adjust the securities business plan to cope with the current irresistible downward trend of commission income.However,in the past few decades,China's financial system has long been dominated by banks,with deposits and financial products occupying an absolute share,and the wealth management market is dominated by commercial banks.In addition,the different regulatory ideas and industry standards of brokerage license have hindered the development of wealth management buyer positioning.Taking GL securities as a case,this paper analyzes the basic situation of the company's main business and financial products,the current situation of the securities market,the position of GL securities company in the securities industry,and the problems existing in the marketing process of the company,including the failure to effectively use the CRM system,the weak active marketing concept of wealth planners,and the defects in product design.Through the analysis and market comparison of various financial products of GL securities company,this paper analyzes the precision marketing strategy of Jinruyi series of fixed income products,the precision marketing of yuruyi series of high-end financial products,the optimization of precision marketing strategy of public funds,and the precision marketing of fund investment advisers.Finally,this paper studies the implementation guarantee of precision marketing strategy of GL securities company,mainly focusing on improving brand influence,maintaining the integrity of CRM customer portrait,formulating and implementing standardized business process,strengthening compliance risk management and so on.Through the research of this paper,it adds some supplements for the research and application of precision marketing in the financial products of securities companies,and also provides some reference for other securities companies in the actual marketing work.Using some precise marketing strategies analyzed in this paper,we hope to open up some new ideas for wealth planners or financial advisers.