Innovation Of Marketing Mode Of Securities Brokerage

As an important part of the reform of financial system, development and reform of the securities market is particularly important. Securities brokerage business is facing opportunities and challenges as a pillar business of securities companies in the fierce competition in the market environment. The arrival of the Internet era has greatly affected the existing securities brokerage business marketing model. Industry giants want to take the lead in the Internet era, small and medium brokerage firms also want to take this time to change in the industry to meet the advantages. The homogenization of brokerage business of securities companies will promote the establishment of a more reasonable securities companies marketing model. On this background, This paper mainly studies the new mode of securities brokerage business marketing. First, this paper based on the theories of strategic management and service management. The author constructed new O2 S model, which put more focus on the follow-up services, O2 S means Online to service. It’s working mechanism is O2O+membership+service. Second, author also established 1+N service model, club service model and CRM system. Last, Huaxi Securities is the practitioner of this model, After analyzing the macro environment and industry environment faced by the business department, and the characteristics of its own SWOT analysis. On this basis, Huaxi Securities used the new O2 S marketing model, effectively breaking the traditional marketing model in the industry. Besides, business department also carried out a number of marketing initiatives to protect and create new marketing situation, that will combine marketing and service. Under the background of the age of the Internet, the effective application of the O2 S model break the traditional marketing model. Provide theoretical support and practical reference to the Securities brokerage business.