Marketing Strategy Of Financial Products In Qiqihar Business Department Of Changjiang Securities

In recent years,under the influence of the securities industry policy,with the implementation of the policy that one person can open more than one securities account,the whole securities industry has shown a full competitive situation.In order to compete for customers,securities companies have spared no effort to use low commission as a competitive means,so that the average commission rate of the industry has dropped from 55.56 per 10,000 in 2015 to38.81 per 10,000 in 2018.Average commission income dropped from 581 million yuan in 2015 to 100 million yuan in 2018,showing a sharp decline.The income share of the main brokerage business of securities firms has dropped from 50% in the past to less than 20% in the present.The profit structure of the whole industry has undergone tremendous changes.From then on,the path of the transformation of securities firms has been opened to provide channels for the main brokerage business to shift to service-oriented securities intermediaries dominated by asset allocation,which has become a new route for securities firms to seek development and orientate their business departments as one-to-many sales terminals.How to make a sustainable profit under the current financial market environment has become an important issue for securities companies to think about.To successfully transform into a securities service institution with asset allocation service as its main business,enhancing the professionalism of asset allocation,providing diversification of financial products and providing high-quality products will become an important means to enhance core competitiveness in the process of transformation.From the perspective of profit composition of securities firms,as the proportion of revenue from sales of financial products is increasing year by year,most of the profits are contributed by the sales of public funds,and there is a larger space for development.As the terminal of sales of securities firms,local business departments should take the sales of public funds as the top priority,adjust and optimize the profit structure by vigorously developing this business.This study takes Qiqihar Business Department as the research object,and based on the changing trend of business data in the past five years,analyses the customer structure and financial productsales status of Qiqihar Business Department.By using the comparative analysis method,the Qiqihar business department and the target business department are compared and analyzed,and the problems existing in the sales of financial products in the Qiqihar business department are found out.Finally,starting from the four aspects of business organization structure,investor structure,employee performance appraisal and financial product screening,the existing problems are analyzed and corresponding countermeasures are given to achieve the overall improvement of the sales quantity and quality of public funds.