Research On The Marketing Strategy Of AVIC Securities Under The Background Of Internet Finance

At present,China’s securities industry is carrying out various reforms and relevant systems are being further improved.But if related problems are not solved,they will become the bottleneck in the development of China’s securities companies.In 2015,the Chinese government fully opened up the financial market,and the foreign financial institutions fully entered the domestic market.These foreign financial institutions are relatively mature in carrying out internet financial business,which will have a certain impact on domestic related financial enterprises.CITIC Securities,China Merchants Securities and other large-scale securities companies took the lead in opening online account opening business to break the regional restrictions of expanding business;small and medium-sized securities companies such as Huachuang Securities tried to innovate the financial internet mode.It broke the traditional service mode,and was approved by the CSRC.In addition,the state has issued many financial policies,such as expanding the business market of financial products and reducing the operational threshold of financial business.At the same time,regulatory authorities at all levels also launched the internet financial protection plan,creating more favorable opportunities for the development of internet finance.On March 15,2013,China Securities Regulatory Commission issued regulations on supervision of branches of securities companies,allowing securities companies to set up business outlets according to their own needs within the scope of authority,so major securities companies have increased business outlets on a large scale.The development of internet finance and the gradual relaxation of policies have laid the foundation for the securities companies to carry out online marketing activities,which also means that the decline of commission rate of securities companies is inevitable.In addition to the continuous introduction of various financial derivatives,the securities brokerage business has come to an end relying solely on the traditional channel profit model.This paper provides some new ideas for the adjustment and optimization of AVIC Securities brokerage business by analyzing the environment of the brokerage business of securities companies and referring to the relevant experience of advanced securities companies at home and abroad.Starting from the relevant background and concepts,this paper analyzes the current situation of AVIC Securities marketing,and points out the existing problems,mainly including: no effective segmentation of potential customers;single target customer structure;unable to provide differentiated products and services;relatively thin marketing channels;marketing team capacity to be improved.This paper analyzes the marketing environment of AVIC Securities company with PEST and Porter’s five force model,and puts forward the optimization measures of the marketing strategy of AVIC Securities company under the internet mode,mainly puts forward more effective suggestions on product diversification,channel diversification,target customer precision,return rationalization,etc.