Brokerage Business Research On Marketing Strategy Optimization From China Merchants Securities Shenzhen Dongmen Department

Chinese securities industry has made remarkable achievements through 30 years of development.The total assets scale and total revenue of securities companies have reached a new high level.However,there are still many problems in securities companies,such as single revenue structure and long-term dominance of securities brokerage business.With the homogenization of securities companies and the Internet competition in recent years,the channel commission rate and the share of revenue and operating profit of securities brokerage business continues to decline,it seriously affects the growth and expansion of securities companies which based on securities brokerage business.Therefore,the marketing strategy of securities companies’ brokerage business should be actively changed to adapt to the development of The Times.The research object of this paper is China Merchants Securities Shenzhen Dongmen Business Department(referred to as Shenzhen Dongmen Business Department).This paper adopts the idea of finding problems,analyzing problems and solving problems.Firstly,through the analysis of the securities industry and the marketing status of Shenzhen Dongmen Business Department,it summarizes the existing problems in the marketing strategy of the brokerage business.Secondly,using PEST analysis method and SWOT analysis method to study the marketing environment of Shenzhen Dongmen Business Department from macro and micro aspects to provide theoretical support for the optimization of marketing strategy in this paper.Finally,STP and 7Ps marketing theory are adopted to propose specific measures to optimize the marketing strategy of the brokerage business of Shenzhen Dongmen Business Department.The direction of marketing strategy optimization includes seven aspects,product,price,channel,promotion,personnel,tangible display and service process.The content of optimization includes enriching product categories and providing differentiated product strategies to meet the individual needs of different types of customers;Through the differentiated financial service charging mode to meet the different needs of different styles of customers;Expanding marketing channels by strengthening deep cooperation with financial institutions,expanding internal resources of the company group and developing online marketing measures;Through advertising and public relations promotion to enhance the company’s reputation within customers;Through internal marketing personnel training to improve the professional quality and service level,enhance customers’ satisfaction and loyalty;Optimizing the presentation of business premises and staff to enhance the image of the company and increase customers’ trust;Through the establishment of standardized,professional business processes to make customers have a better sense of experience.Finally,this paper elaborates corresponding safeguard measures from four aspects: organizational structure,human resources,financial technology and risk compliance,so as to effectively guarantee the smooth implementation of marketing optimization strategy.Through the above research and analysis,the market competitiveness of Shenzhen Dongmen Business Department can be improved,the customers can be provided with better financial services,and the staff can be promoted to achieve the goal of win-win.At the same time,this paper has certain reference significance for the brokerage business strategy optimization of the same type of securities companies in Shenzhen.