Optimization Of New Media Marketing Strategy For Securities Brokerage Business Of GD Securities Shanghai Branch

With the rapid development of China’s financial market,the competition of domestic securities brokerage business has become unprecedentedly fierce.In the era of fintech innovation and brokerage business transformation,traditional securities brokerages,which mainly focus on securities brokerage business,need to find new business development direction to relieve the fierce competition pressure.However,the fierce competition has caused the market share of the brokerage business of traditional securities companies to decline year by year.If securities companies want to maintain sustained competitiveness,it is urgent to implement new media marketing strategy for the survival and transformation of traditional securities companies.This article mainly takes GD Securities Shanghai Branch as an example to optimize the new media marketing strategy of GD Securities Shanghai Branch’s brokerage business.Using PEST model and Porter’s five forces model,starting from the internal and external environment of GD Securities,it analyzes the necessity and urgency of GD Securities’ new media marketing.Based on questionnaire surveys of customers and in-depth interviews with employees,various deficiencies in the current new media marketing strategy of GD Securities Shanghai Branch are summarized and analyzed.Finally,according to the 4I principle,the new media marketing strategy of GD Securities Shanghai Branch was comprehensively optimized and upgraded.Research and optimization of new media marketing strategies can not only enable GD Securities Shanghai Branch to accurately grasp and respond to market opportunities,but more importantly,GD Securities,as a typical state-owned traditional securities firm representative,is in terms of new media marketing and most of the current similar traditional securities firms There are many common problems.Research on the optimization of GD Securities’ new media marketing strategy can provide reference for similar traditional securities firms in the securities industry,and also provide a reference for the new media marketing model of my country’s securities industry.