Re-Engineering Research Of Huatai Securities Marketing

The importance of active marketing is not emphasized, or even realized, by securities companies until recent years. Due to late start of domestic securities market and managerial mechanism, the supply of stock was not abundant during the past several years, which leads to few attention of marketing from securities corporations since it was the seller's market. After having been sitting in the office to await the arrival of customers and enjoying enormous profit margin because of monopoly, many securities companies showed little attention to marketing. But now, they struggled into the deficit since the stock market is not prosperous any more, consecutive decline for 5 years, and competition becomes so fierce. As the dominant one of the four major businesses of securities, stock broking encounters bad influences, such as market shrinkage, customer loss and profit decline.The monopoly barriers have been broken and the whole securities industry trend to provide services in a new contestable market. So many securities companies regard stock broking as the important business again and emphasize marketing. Some comprehensive securities companies even take the broking business as the core profit maker and set the goal to switch from self-centered to customer-centered. Reengineering the broking marketing system and integrating resources become the way for securities to reform operation.The paper uses the operation of stock broking of Huatai Securities to analyze the marketing practices and existing problems of securities companies. The recommendations and conclusion comes from marketing strategy, organizational structure, marketing channel and marketing management information system, which can be considered as roadmap to reengineer marketing management and practices for securities.