Research On The Market Strategy Of The Investment Advisory Business Of The S Business Department Of X Securities

In recent years,the burgeoning Chinese economy and the commensurate increase in residents’ affluence have stimulated an ever-growing demand for wealth management services.Securities companies have responded by establishing investment advisory services that target the resident wealth management market.These services provide clients with investment and financial advice,as well as asset allocation strategies that aim to facilitate wealth growth.However,in the process of market development,the investment advisory business of securities companies generally appears the phenomenon of declining business income and profit,shrinking target market and so on,and the business performance of some securities companies fails to reach the expected target.As a result,many securities companies fail to meet their expected targets.Consequently,research on the development of investment advisory services has become an urgent issue for the industry.This paper takes the development of investment advisory business of X Securities S Business Department(referred to as "S Business Department")as the research object.Through field research and in-depth interview on the development status of investment advisory business of S business Department,this paper points out the problems existing in the investment advisory business of S business Department,and analyzes the attribution,so as to propose market strategies for the existing problems.Through literature research,this paper analyzes the huge potential of domestic wealth management market,compares and analyzes typical investment consultant business models at home and abroad,and summarizes the characteristics and advantages of various business models.Combined with the STP theory in marketing management,this paper explores the application of the STP theory in the market strategy research of investment advisory business.On this basis,the research conclusions of this paper are drawn:(1)The key problems in the development process of investment advisory business of S business department are put forward,including improper selection of target customer groups,serious homogenization of service content,single business profit model,and inaccurate positioning of investment advisory business.(2)Put forward corresponding countermeasures for key problems of investment consulting business of S business department based on STP theory,such as using STP theory to re-segment,select and position existing customers,differentiate service content,enrich business profit model,and accurately position investment consulting types.This paper focuses on the business strategies for the investment advisory business of S Business Department,given the challenges it faces.The main innovation points of this research include:(1)The integration of the STP theory with the analysis of securities investment advisory business to study the market segmentation and selection of investment advisory business;and(2)A comparative analysis of the business models,proposing investment consultant business models of the buyer and the seller.The research provides valuable guidance for the management practice of the investment advisory business of S Business Department and can also serve as a reference for the industry.