A Study On The Marketing Strategy Of Ping-An Securities Business Dept In Chongqing

Chinese stock market, which has been growing more than ten years, has obtained the huge achievement, and become as an indispensable part in Chinese market economy. However, the operating environment of competition intense securities dept has undergone significant change because the continuing downturn securities business and the substantially reduced commission since 2001. Along with the reform of commission system and the conclusion of huge profits in the securities business, the small profit and fully competitive era has already arrived, the management of the securities dept also entered the winter. Therefore, it is important factors for securities companies to strengthen their marketing consciousness and marketing research in order to enhance their competitive ability.This thesis has carried on the discussion to basic theories and analysis method of marketing and strategy theory, uses these theories to explain the marketing tactics and development of Ping-An securities business dept in ChongQing, the marketing competitive strategy and marketing combination strategy have been analyzed and researched. Ping-An securities business dept in ChongQing should choose the target markets: the customers whose capital below 200,000 yuan and whose capital between 2 million and 3 million yuan, taking into account other; Its product strategy: focusing on business diversification and cross- operational marketing; Price strategy: different customers different commission according to the floating commission system; Marketing channel strategy: symbiotic marketing with banks, telecommunications operators, and other units; Marketing strategy: marketing knowledge lock customers groups. Finally, Ping-An securities business dept in ChongQing should institute the marketing support strategy from the construction of marketing ranks, customers exploitation and enhancement customer loyalty.