Research On The Marteting Strategy Of Financial Products Of Changchun Business Department Of S Securities Company

With the rapid development of China's economy and the continuous accumulation of national wealth,the number of high net worth people and the scale of residents' investment assets continue to expand.People's demand for securities investment gradually changes from primary investment products such as stocks and bonds to more professional and comprehensive financial products.In recent years,in order to meet the needs of investors and improve the competitiveness of the industry,Changchun Business Department of S securities company has transformed from the development of traditional brokerage business to the development of wealth management business,and financial product marketing has become the main focus of the transformation.In this context,the key for Changchun business department is to make a sustainable and stable transition to wealth management business to formulate a financial product marketing strategy which is suitable for Changchun business department by integrating the market development environment and internal advantages of the enterprise.This paper takes Changchun Business Department of S securities company as the research object,bases on the marketing theory and practice summary of domestic financial products,focuses on the development characteristics of the business department and develops the marketing strategy of financial products which is suitable for Changchun business department.This paper first expounds the current situation of financial product marketing in Changchun Business Department of S securities company,then summarizes and puts forward the existing problems in the current marketing process,after that analyzes the marketing problems through market segmentation,investor ability analysis,enterprise internal analysis,and summarizes the causes of financial product marketing problems.After that,combined with the investment habits of Changchun area,the situation of competition in the same industry and the actual work of the enterprise,a specific and feasible marketing strategy of financial products is formulated.Finally,in order to ensure that the marketing strategy can be implemented smoothly,therefore set up safeguard measures.This paper hopes to find out the sustainable development road of the financial product marketing strategy of Changchun Business Department of S securities company based on the theory and practice,and provide reference for the formulation and improvement of the financial product marketing strategy of other business departments of securities companies.