Research On Marketing Strategy Of Wealth Management Business Of ZT Securities BH Business Department

In the Middle Ages,wealth management business originated in Europe and developed rapidly in the North American market.Developed countries in Europe and the United States have become the most mature regions of wealth management business in the world.Wealth management business started relatively late,compared with developed economies,there is a big gap,it is still in the primary stage.However,with the rapid growth of China’s economic strength and the continuous accumulation of people’s wealth,the number of high net worth people is increasing,and the demand for wealth management is increasing.Since 2014,the net commission rate of the securities industry has been deteriorating,and the traditional brokerage business has fallen into the red sea of commission war.It has been difficult for brokerages to realize the synchronous increase of business scale and revenue by reducing commission.The new regulations on capital management have broken down,the risk-free rate of return continues to decline,and the equity market is becoming more attractive under the deep reform of the capital market.Many brokerages have actively explored the transformation of brokerage business to wealth management,and wealth management business represented by financial product sales and buyer investment services has become the growth driving engine.However,due to the limited customer base,lack of business concept innovation,imperfect asset allocation,lack of professional personnel and other reasons,the wealth management business marketing strategy still needs to be continuously optimized and improved according to the development trend of the industry and its own operating status.ZT Securities is a large comprehensive listed securities firm in China,which has actively promoted the transformation of wealth management in recent years.This paper takes the BH business department of ZT Securities as an example to study,and introduces ZT Securities and BH business Department with the marketing strategy optimization of its wealth management business as the theme.Combined with the marketing strategy status of BH business department,The problems of product and service homogenization and single customer marketing channels exist in wealth management business marketing.The macro-environment of BH business department is comprehensively analyzed from the aspects of policy,law,economy,society and technical environment by using PEST theory.The micro-environment of BH business department is elaborated from the aspects of existing brokerages,newly entered brokerages,alternative financial products of banks,bargaining power of customers and suppliers by using Porter’s five forces competition model.And a comprehensive analysis of BH sales department marketing strengths,weaknesses,opportunities and threats.At the same time,in combination with the transformation and development strategy of the company’s wealth management,STP theory is used to segment the customer group of BH business department,evaluate each market segment,adopt the differentiated marketing strategy,and define the new market positioning to highlight its own brand characteristics.Then,7Ps marketing theory was applied to optimize the marketing mix strategy of BH Business department from seven aspects:product,price,channel,promotion,personnel,service process and tangible display,and strategies such as customer-centered product system,differentiated pricing and expanding online and offline marketing channels were developed.In order to achieve the ultimate goal of wealth management transformation,safeguard measures should be implemented from the aspects of human resources,informatization,marketing team construction and enterprise culture construction.