Research On The Marketing Strategy Of Public Fund Sales Business Of XY Securities Company

After China’s reform and opening up in 1978,China created a great history of rapid economic development for more than 30 years.And the stock and financial industries also achieved rapid development.In 2015,China’s capital market fluctuated sharply,and then entered the stage of shock adjustment.And the operating indicators of securities firms hit a new high in 2015,and then declined.until the end of 2018,the performance of some business indicators has been lower than or close to the performance of 2013 indicators,such as purchasing income and two-financing business income;At the same time,the asset management business of securities firms has only declined slightly.In recent years,the commission rate of the securities industry has declined seriously,and the commission income has also declined,and the income of the two financing business has also been affected by the linkage.And the income structure of the employees of securities companies has also changed from the original high commission income of the two financing companies to a larger proportion of product allocation income.In this market environment,the importance of securities companies in the formulation of marketing strategies for the sales of public funds has gradually become prominent.Based on marketing theory,this paper studies how to use marketing-related theories,such as SWOT analysis,in the environment of rapid renewal and change in the financial industry,combined with the marketing status of XY Securities public fund sales business,to analyze the existing problems.Use the 7Ps strategy to formulate relevant marketing strategies and formulate matching safeguard measures to ensure the smooth implementation of relevant marketing strategies.In the first step,after clarifying the relevant concepts and theoretical foundations,this paper analyzes the marketing status and existing problems of XY Securities public fund sales business.From the current situation of the public fund sales market,the current situation of the marketing of XY securities public fund sales business,and the problems existing in the marketing of XY securities public fund sales business,the relevant analysis was carried out.In the second step,the marketing environment of XY Securities public fund sales business was analyzed,and SWOT analysis was carried out.This paper comprehensively studies the macro and micro environment of XY Securities public fund sales business marketing,and analyzes the advantages,weaknesses,challenges and opportunities of development one by one.The third step is to formulate the marketing strategy of XY securities public fund sales business based on the use of 7Ps strategy.In terms of product strategy,we introduce more types of public funds,innovate XY Securities wealth management brand,and optimize fund investment;In terms of pricing strategy,preferential rates are implemented to increase the share of management fees;In terms of promotion strategy,PR promotions and customer tiered services are adopted;In terms of channel strategy,increase sales channels,expand cooperation and drainage,and use Internet dividends to develop Internet finance;In terms of service strategy,improve platform services,enhance interaction with customers,and professionalize customer service;In terms of process strategy,do a good job of financial advisor warm service,differentiated customer service,department and employee comprehensiveness;In terms of personnel strategy,optimize the quality of employees,improve the internal training system,optimize welfare benefits,and clarify the space for promotion and development.The fourth step is to take relevant measures to ensure that the marketing strategy of XY Securities public fund sales business can be implemented smoothly.With the gradual deepening of the wealth management business of securities firms and the gradual increase in the allocation ratio of public funds,this paper hopes to provide certain reference and help for the Public fund sales marketing strategy in XY securities and financial industry through the research on the marketing strategy of XY securities public fund sales business.