Research On Marketing Strategy Of Brokerage Business For Orient Securities Co.Ltd.

The brokerage business of securities companies is currently at the crossroads of transformation.With the introduction of more and more financial innovation policies.Mixed operation is the general trend.At the same time,the huge impact of Internet securities companies on the traditional securities industry is both a challenge and an opportunity for the brokerage business of the securities industry.With the rapid and stable development of the Chinese economy,the position of the securities industry in the Chinese economy is becoming increasingly important.The securities industry is facing increasingly fierce industry competition.Securities companies have used Internet finance to promote new customer marketing models,which have been acknowledged by previous scholars.The application of financial technology by securities companies has been very deep,which gives securities companies a huge advantage in the new model of Internet marketing customers.Internet marketing is just one of the many marketing methods for securities companies.How to formulate a marketing strategy suitable for you in the increasingly severe securities market competition is a problem that securities companies urgently need to solve.Orient Securities Co.,Ltd.has a large gap with some of the leading brokerage firms in pricing transaction fees,marketing strategies for financial products and financial services,and marketing channel development.Therefore,through the research on the brokerage business of Orient Securities Co.,Ltd.,this article solves the current brokerage business problems of Orient Securities Co.,Ltd.This paper uses a combination of theoretical analysis and strategic research.First,it focuses on the research background and significance,research content and research methods,and the theoretical basis and literature review.Through the research background,we can fully understand the current industry background of the brokerage business of Orient Securities Co.,Ltd..Only through a direct and effective marketing portfolio strategy can the securities company’s brokerage business accurately target its customers.Through in-depth study and research of marketing theory,according to the current situation of Orient Securities Co.,Ltd.,the relevant marketing theory suitable for its brokerage business marketing strategy analysis was selected.This article mainly uses STP strategy,SWOT analysis,PEST analysis,Porter’s Five Forces Model and Marketing Combination Theory(7Ps);secondly,macro analysis through PEST analysis,micro analysis through Porter’s five force model analysis and SWOT analysis to the securities industry And the current situation of Orient Securities Co.,Ltd.’s brokerage business marketing.The research results show that:(1)Financial products and financial services are too similar to other companies and lack differentiation.Financial product lines should be enriched and financial product pools should be constructed to meet investors’ needs for asset allocation.Improve the differentiation and visibility of financial services,and provide added value to the brokerage business to attract customers;the profit margin of transaction fees is small,and the principle of transaction fee collection should be re-customized,which can be based on customer asset size,account opening and transaction methods,resource tilt and In terms of service costs,reference is made to transaction fee pricing to expand transaction fee income.Marketing channels are not stable enough.Various efficient and stable marketing channels should be established.Online marketing channels should be actively established to attract customers through the advantages of the Internet.Offline should expand the "total-to-total" marketing channel and make use of the bank’s quality customers to make up for the lack of its own customer resources.From the above issues,we can see that China’s securities industry is extremely fiercely competitive.The securities industry has been undergoing transformation.Domestic competitors are becoming stronger,financial services are open to the outside world,and foreign securities firms are participating in the competition.Based on this,this article studies the brokerage business of Orient Securities Co.,Ltd.By establishing a "customer demand-oriented" brokerage business framework and establishing an effective management system suitable for the development of Orient Securities Co.,Ltd.,more employees will be converted to investment consultants and motivated.Establish a sales strategy system for Orient Securities Co.,Ltd.based on the marketing mix theory,and provide effective suggestions for the development of Orient Securities Co.,Ltd.’s brokerage business from the perspective of financial products and services,commission fees,and channel development.The company assists in the new round of wealth management transformation.