Research On Optimization Of Marketing Strategy Of Securities Investment Consulting Service Of AX Securities Company

According to statistics,China’s wealth market has grown rapidly in recent years,with a considerable scale;In addition,China has entered the era of non speculation in housing and housing,which will inevitably lead to the increase of the proportion of other financial assets;In addition,with the advent of the era of new regulations on asset management,the products issued over the counter of banks must be net worth products.Finally,the "Commission war" within the securities industry is becoming increasingly fierce.These are the macro background for the transformation and upgrading of securities companies..AX Securities,as a traditional brokerage with strong strength,is very researchoriented and representative in terms of its industry status,scale,personnel structure and marketing model.Like other securities firms,AX Securities is facing external opportunities and threats within the industry.AX securities how to face the problem and successfully seize the opportunity given by The Times,is related to the survival of the company,is of great significance.This paper takes AX securities investment advisory business as the research object.On the basis of analyzing the research status at home and abroad,the relevant concepts are clarified.Using 5P service marketing mix theory,PEST analysis,five Forces model,SWOT analysis,STP analysis and other common theoretical tools to analyze the current situation of AX securities investment advisory business,explore the existing problems and their causes;Comprehensively analyze the marketing environment of AX securities investment consulting business,summarize the advantages,disadvantages,opportunities and threats with SWOT tools,and define the strategic transformation direction of the company’s investment consulting business;On this basis,market segmentation,target market selection and market positioning,and targeted from the product,pricing,service personnel,tangible display and service process and other aspects of the design of service marketing strategy mix.In the end,the paper also puts forward the measures of organization guarantee,human resource guarantee,information resource guarantee and enterprise culture guarantee.