Research On New Media Marketing Of ZT Securities Brokerage Business

With the liberalization of securities brokerage business,securities brokerage companies still need to stimulate the rapid development of new brokerage business after years of fierce competition.At present,under the popularization of network,the promotion of traditional media such as TV has lagged behind.New media marketing can help securities companies get rid of homogeneous competition and improve brand awareness.Based on the above background,this paper studies the optimization of new media marketing of ZT securities brokerage business.In the aspect of analyzing the current situation and existing problems of brokerage business marketing of ZT securities company,analyze its macro and micro environment,identify risks and meet points,so as to pave the way for the optimization of new media marketing.The problem analysis found that ZT securities company’s brokerage business marketing model is relatively traditional,which is not conducive to the company to get rid of homogeneous competition.Therefore,new media marketing will be the key for the company.Marketing on mainstream wechat,Tiktok and other new media platforms to accurately push products and services to customers can break the restrictions of time,space and region,and the dynamic lifelike effect is easier to retain customers and stimulate customers’ desire to buy.In terms of new media marketing optimization of brokerage business of ZT securities company,we use new media marketing theory and 41 principle of network integrated marketing to optimize brokerage business marketing.First,personalized marketing,establishing official accounts on new media platforms such as wechat and Tiktok to publicize brand strength.Second,creative marketing,using humorous words and increasing the proportion of pictures and videos in the content to attract more customers;Third,interactive marketing,through wechat,Tiktok and other software,and by means of live broadcasting,etc.,to strengthen interaction with customers;Finally,benefit marketing is in line with the values of consumers and resonates with consumers through the transmission of experience and public welfare activities.In terms of the implementation guarantee of new media marketing,strengthen the guarantee measures from the aspects of system,technology,talents and risk control.Establish multi-level incentive policies on the system,bind the interests of marketing personnel and customers,and promote the implementation of new media marketing strategy;Technically,increase investment in financial technology research and development,optimize information technology system,and provide background and operation guarantee for new media marketing;In terms of talents,improve the selection and employment system,improve the talent cultivation mechanism,and build an excellent professional brokerage new media marketing team;Finally,in terms of risk control,by improving and strictly implementing the company’s compliance management system,we can effectively avoid the new media operation risk of brokerage business.