Research On The Marketing Strategy Of Wealth Management Business Services Of D Securities Company

At present.China’s social economy is in a stage of rapid development,the financial market is showing an increasingly open state,foreign securities companies have poured into the domestic market,significantly enhanced the competitive pressure of the securities industry,to the business development mode of D Securities Company has brought a huge impact,the company’s business development,especially the development and sustainable development of wealth management business,is facing major challenges,therefore,this article proposes to develop its own wealth management marketing strategy to cope with the increasingly fierce market competition,and help to achieve the upgrading of the company’s marketing strategy.Based on the basic principles of 7PS service marketing theory,STP theory and customer satisfaction theory,this paper reviews and reviews the wealth management business and service marketing strategies.Subsequently,this paper expounds the general situation of D Securities Company,analyzes the current situation of its wealth management business development and marketing strategy,finds that the competition in the same industry is too fierce,customer complaints,customer loss,customer acquisition difficulties,etc.,further analyzes the current strategy of customer service is not in place,customer satisfaction is not high,market positioning is not clear,product homogenization is serious,etc.,so as to propose the choice of service marketing strategy based on 7Ps marketing mix.Using relevant theories and combined with the actual situation of D Securities Company,the 7Ps service marketing strategy construction concept of D Securities Company’s wealth management business is proposed,the measures to ensure the smooth implementation of the strategy are proposed,and the expected effect after the implementation of the strategy is analyzed.Through the above research,it is concluded that:(1)the current marketing strategy of D Securities Company can no longer meet the needs of its own wealth management business development,and it is imperative to implement the transformation of service marketing strategy;(2)the choice of service marketing strategy based on 7Ps marketing mix is of positive significance to D Securities Company and its customers;(3)7Ps service marketing strategy should be built around seven aspects:"price","product","channel","promotion","person","tangible display" and "process";(4)The smooth implementation of the 7Ps service marketing strategy also requires additional corresponding safeguard measures and timely effect evaluation.