Research On Marketing Strategy Of Securities Business Department DW

With the system reform,the improvement of related systems and the regulation of supervision,the stock market is gradually maturing.The trend of financial reforms and innovations has made the mixed operation of the financial industry a general trend.Meanwhile,the impact of Internet finance on the traditional financial industry also grows with the passing days.As a result,it is of vital importance to improve the core competitiveness of DW Securities Sales Department and to improve customer satisfaction and stickiness by establishing effective marketing strategies,thus increasing operating income.This thesis will analyze the market environment,the current situation and the existing problems so as to develop marketing strategies which are consistent with the development of DW Securities Sales Department.This thesis,first of all,expounds the background and significance and lays the foundation for formulation of marketing strategies of DW Securities Sales Department by consulting a large number of literature at home and abroad.Theoretical framework is selected after going over marketing theories and securities marketing theories.Then,the thesis analyzes the market environment in which DW Securities Sales Department is located to explore the existing main problems.The external environment of Sales Department is analyzed with PEST analysis method while SWOT analysis method is exploited to analyze the marketing advantages and disadvantages and opportunities and threats of Sales Department to support the formulation of marketing strategies.Combining the above analysis and the actual situation,DW Securities Sales Department is divided and positioned according to STP marketing theory,based on which,the marketing strategies consistent with the development of DW Securities Sales Department are formulated concerning 7Ps marketing theory in terms of products,prices and channels,which are namely product strategy,price strategy and channel layout strategy.Finally,operational procedures are formulated and department responsibilities are established to ensure the implementation of marketing strategies and some related securities,including system security,organizational security and risk control,are provided to carry out marketing strategies of DW Securities Sales Department.This study not only provides a useful reference for the formulation of marketing strategies of DW Securities Sales Department,but also provides a referential framework for the decision-making of marketing strategies of the micro-sectors of the similar industries.