Research On The Marketing Strategy Of Caitong Securities Brokerage Business Based On 7P Theory

In recent years,as society and the economy have continued to develop,residents’ disposable income has been increasing annually.This has led to a growing number of high-net-worth individuals who are now seeking effective management and appreciation of their personal assets and wealth.Consequently,a wide range of financial products,including various financial derivatives,has been developed,offering investors a greater selection.However,while the securities industry has made progress,it is still in its early stages,requiring further maturation of investment behavior,market competition,and the marketing environment.These factors have intensified market competition in the securities brokerage business,prompting securities firms to continuously enhance their competitive advantages through improved marketing strategies.This research aims to analyze the marketing strategies of Cai Tong Securities Company’s brokerage business using the 7P service marketing theory.The study employs methods such as questionnaire surveys and literature analysis.Firstly,it examines the macro-marketing environment of the securities market,the competitive landscape,and customer behavior to better understand the external factors influencing the brokerage business.Secondly,it describes the marketing status of Cai Tong Securities Company and conducts in-depth research through questionnaire surveys and communication with internal and external stakeholders.This process identifies specific issues and their causes,shedding light on marketing strategy challenges within Cai Tong Securities Company’s brokerage business.Based on these specific issues and utilizing the 7P theory,the study proposes improvement suggestions for Cai Tong Securities Company’s brokerage business marketing strategies.It develops specific marketing strategy plans in terms of product,price,channel,promotion,personnel,service process,and tangible displays.Finally,it presents measures for implementing and safeguarding these marketing strategies,considering aspects such as organizational management,risk management,and information technology.The study reveals the following findings:(1)The securities industry’s development and market competition have intensified,emphasizing the need for improved brokerage business marketing strategies to meet customers’ demands for asset preservation and appreciation.(2)The marketing strategy issues within Cai Tong Securities’ brokerage business are particularly notable,especially concerning product and service promotion,product content,and product and service displays,which require significant improvement compared to other aspects.(3)By applying the 7P theory,the study analyzes the problems and proposes specific measures for improvement in product,price,channel,promotion,personnel,service,and tangible displays.(4)The study presents measures for implementing and safeguarding marketing strategies,considering aspects such as organizational management,risk management,and information technology.