Research On Optimization Of Brokerage Marketing Strategy Of Dongying Sales Department Of Securities

With the promulgation of various regulations in China's securities industry,the entry threshold for the securities industry has been lowered,and the influx of a large number of competitors has caused the continuous upgrade of competition.In addition,the rapid development of Internet finance has also brought great pressure to the development of brokerage business.There are unimaginable difficulties on the way for securities companies.As the business department of a small and medium-sized securities company,Dongying Sales Department of S Securities Company has a lower ability to fight system risks than the excellent sales department in the same industry.Therefore,in order to face the increasingly harsh market competition environment,Dongying Sales Department must follow the times Footsteps,positioning the market target,and optimizing the marketing strategy of the brokerage business.The research object of this paper is the Dongying Sales Department of S Securities,which mainly uses PEST analysis model and SWOT analysis method to study the marketing environment of Dongying Sales Department of S Securities Company.Analyze the macro environment and micro environment of S Securities Company's Dongying Sales Department,and describe the general situation of S Securities Company and the current situation of Dongying Sales Department's brokerage business marketing,and summarize the current problems in the brokerage business marketing strategy,using 7PS marketing The theory puts forward specific measures for optimizing the brokerage business marketing strategy of Dongying Sales Department,mainly including product strategy,channel strategy,price strategy,display strategy,promotion strategy,and process strategy,such as satisfying the needs of different types of customers through a variety of product strategies To expand its marketing channels through measures such as expanding business scale,strengthening cooperation with banks,and taking online marketing,satisfying the needs of customers of different styles through differentiated commission prices,and enhancing the professional quality and service level of marketers to enable customers to enjoy To a higher level of service,increase customer loyalty,through the display of business premises and staff can enhance the image of the sales department,increase customer trust,through standardized business processes can make customers have a better experience and reduce errors.Finally,it puts forward guarantee measures from theaspects of marketing system construction,organization structure construction,marketing concept construction,marketing team construction,marketing service system construction,and risk control to effectively ensure the smooth implementation of optimization strategies.The research provides theoretical support for the brokerage business marketing activities of Dongying Sales Department of S Securities Company.It is the development and extension of the research on the marketing strategy of the securities brokerage business,and it also has a certain reference significance for the optimization of the brokerage business strategy of domestic securities companies.