Securities Companies Marketing Research

China's securities market, especially its securities company as its main body, has developed immaturely. Under the model of operating by the government's intervention and control, security companies, in the course of economic transition, rapidly grow up as a kind of enterprises with dual characteristics of administration and market orientation. The marketing mechanism, which will be commensurate to the modern market economy, is still in the preliminary phrase of research and development. Security companies under the condition of developed market economy need to be provided with all necessary factors of forming a modern enterprise, which include marketing mechanism as one of the crucial factors within securities company structure. That is the fundamental reason for me to focus on securities company's marketing mechanism as my thesis topic. Since applicable science aims to settling particular problem in practice, there is no exception to this research issue.Characteristics of the thesis: (1) Up to now, it is rare to make systematic research on the marketing mechanism of security companies. The author attempts to build up the theoretic frame work of such marketing mechanism; (2) Try to orient security companies as financial service enterprises dealing with intangible service commodity, and the clear orientation will facilitate that security companies make their effort to develop "service commodity"; (3) To define the terms of the subject, object and carrier in securities market and to clarify the relationship among these factors. For example, the thesis clarifies that the object dealt between security companies and clients is service commodity but not financing instrument, a carrier of security service commodity; (4) The thesis endeavors to apply the theories, such as BPR and CRM, to organizational structure of securities company marketing management.The thesis consists of nine chapters. The kernel content of Chapter 1 is to explore securities company's motive of strengthening marketing by the way of the research on the relationship between security companies and the marketing environment. Chapter 2 mainly studies the theories in connection with innovation of securities company's marketing mechanism. Based on innovation theory and marketing theory, this chapter absorbs competition ability theory and game theory, clarifies inevitability of innovation of securities company's marketing mechanism; meanwhile, the thesis defines securities company's marketing.Chapter 3 focuses on the detail of security companies' operation and the characteristics of securities marketing service, in order to clarify that security companies deal with service commodity rather than financing instrument. The reasons are as follows. Firstly security companies do not own or control the financing instrument, on the contrary merely burden the responsibility as agents of clients. Secondly, security companies only have the ownership of their own service commodity, while the objects in the exchanging between the securities company and its clients are service commodity for securities. Thirdly, ownership of the exchanged financing instrument belongs to owner of the said commodity. The last part of the chapter discusses four main functions of securities company marketing.Chapter 4 provides combination of securities marketing strategy and tactic. The special purpose of studying marketing strategy is that at present most of security companies lack long-term strategic object and sense, even less the specific plan of marketing strategy. With regard to this disadvantage, it is the vital urgency for the securities company to scheme a plan of securities marketing in accordance with practical condition. Also this chapter discusses the combination ofmarketing strategies and the differential strategy.The research of Chapter 5 to chapter 9 is extended under the guideline of the combination ofmarketing tactic and strategy. Chapter 5 studies the innovation of commodity and trademark/logostrategy, stressing integrated characteristic of sec...