Study On Brokerage Business Marketing Strategy Of XX Light Business Department Of A Securities Company Under The Background Of New Media

In recent years,the economic level of China has been rising and the wealth of residents has been increasing.Under this environment,China’s securities industry has been developing rapidly and the market scale has been growing.At the same time,under the impact of Internet finance and international securities enterprises,the competition in domestic securities brokerage business has become increasingly fierce,leading to a significant decline in the performance of a large number of securities companies with traditional business as the core of their operations,while the rapid development of new media technology has brought new opportunities for brokerage business breakthroughs.This paper takes A securities XX light business department as the research object,through the literature review method to grasp the relevant theory,and through the means of PEST analysis and SWOT analysis,around A securities company within the XX light business department in the internal and external marketing environment to carry out the corresponding research,through the author in A securities XX light business department to collect first-hand information,the XX light business department brokerage business status quo to carry out an In-depth analysis,the marketing strategy of the XX light sales department of A securities has the problems of lack of product and service strategy,unreasonable revenue structure,lack of reasonable price strategy,over-reliance on bank marketing channels and lack of new media talents.Based on the 7P theory and the 41 principle of network integrated marketing,the seven perspectives of product,price,channel,promotion,personnel,service and tangible display are used to find a scientific marketing strategy in the new context of the new media era,so as to put forward reasonable countermeasure suggestions for the development of A securities company’s brokerage business,hoping that the XX light business department can be effectively implemented in the course of its operation and its marketing strategy in the aspect of brokerage business to promote the development of the enterprise.