| With the development and improvement of our capital market,the resident wealth is increasing and the resident financial demand is growing day by day.Under the background of increasingly strict supervision,the transformation and upgrading of traditional brokerage business to wealth management business has become the main direction of the transformation and development of the securities industry.The competition pattern of traditional brokerage business is deteriorating and the transformation has become an inevitable trend.In recent years,the traditional brokerage business presents the trend of low commission price war.With the squeeze competition of Internet finance,the transformation of brokerage business is imminent.Wealth management business,which is different from brokerage business,is characterized by high returns,strong stability and weak periodicity.It is the preferred business for brokerage company transformation.Based on the analysis of the current situation and problems of the business development of Y Securities Company’s Jinan Business Department,this paper summarizes the existing problems of wealth management business of Y Securities Company’s Jinan Business Department.PEST analysis model is used to analyze the macro environment,including politics,economy,environment and technology.Using Porter’s five forces model,the industry environment is analyzed.This paper analyzes the human resources,marketing system and marketing channels of Y Securities Company’s Jinan Business Department.Finally,the SWOT matrix is used to analyze the advantages,disadvantages,opportunities and threats of Jinan Business Department of Y Securities Company,and the conclusion is drawn by comparison.STP theory is used to divide customers into ordinary customers,high net worth customers and institutional customers.The target customers are high net worth customers and institutional customers,and differentiated marketing system is proposed for different customers.The marketing strategy focuses on perfecting the financial product system,improving the pricing ability,strengthening the diversified marketing channels and strategies,optimizing the marketing team and professional image,strengthening the compliance management and investor education,and puts forward specific safeguard measures from the three aspects of business coordination,information system and incentive mechanism.Through the research and discussion of this paper,the author hopes to draw lessons from the advanced wealth management theories at home and abroad,conduct a comprehensive analysis of the existing problems in the wealth management business of the Ji ’nan business Department of Y Securities Company at the present stage,and put forward targeted marketing strategies that meet the reality of the wealth management business.It is hoped that the core competitiveness of wealth management business in Jinan Business Department of Y Securities Company can be effectively improved. |
