China's Securities Companies Marketing Strategy Research

Securities companies, an important participant of the capital market, play an significant role in the development of securities market and advancement of marketization and state-owned enterprises reform. However, with the approving system of securities issuance, the floating of trading commission, the mandatory information disclosure of public corporations, the further opening-up of securities market, the development of securities funds, securities sector transforms from the monopoly sector to fully-competitive sector, and therefore securities companies are under severe pressure to survive. Under such circumstances, how to improve marketing consciousness and ability of securities company, establish clients-centralized and demand-oriented marketing strategic structure, and build essential competence considering market background and its own condition, becomes more important, and is the goal this thesis aims to reach.The key to enhance the marketing ability of securities companies is to plan and implement the marketing activities from the strategic aspect. Therefore, This thesis studies from theory to practice, keeping to the step of proposing problem, analyzing it, and then solving it. At first, according to the market existing status, point out the disadvantages of traditional marketing; second, analyzing each factors related to marketing strategy; finally, establish the whole marketing strategy of securities companies in China.In the first chapter, the background and the latest research on securities marketing are concluded.In the second chapter, the historical development of China securities market is systematically summarized and the disadvantages of existing securities marketing are posed: external macro environment, internal marketing environment, business products, marketing team, marketing structure and marketing methods. Consequently, the research on securities marketing strategy is significant in both practice and theory.In the third chapter, the application and respective revelation of modern marketing elements, including marketing condition, customers behavior, market segmentation and market combination in the process of securities marketing strategy planning are fullyanalyzed. Only through learning about the function and law of each element in the marketing process, can securities companies recognize the trend and changes, establish the marketing tactics to satisfy the client need and get the upper hand of the competitors.How to structure the whole marketing strategy of securities companies is fully discussed in the fourth chapter. There are three steps to follow in the design of marketing strategy. First, make the analysis of SWOT and determine the strategy orientation. Second, design the marketing strategy of securities companies, including marketing environment, exploitation and management of clients, marketing system and marketing tactics. The third step is to carry out and control the strategy. The sector of securities is high-risk, and there are a series of risks in the implementation of securities marketing strategy. Therefore, to control the risk in the implementation of marketing strategy is necessary.In the last chapter, I provide the case analysis of Changsha sale department of Weishen securities company. Through the comparison of the conditions before and after the implementation of marketing strategy, the author concludes that implementation of securities marketing strategy can effectively enhance the competence of sale department, advance the broad use of securities marketing strategy, and eventually help securities companies get the advantage in the market competition.