Research On Marketing Strategy Of F Securities Company Limited

In recent years, securities companies have become the most active market backbone for the promotion of China’s capital market development. But under the traditional profit model, securities companies have not given received attention to the marketing. In recent years, with the gradually speeding up of the market-oriented reform of the securities industry, the competition between the securities firms is becoming increasingly fierce. These have made more high standard requirements for the securities company’s marketing model, strategy and management ability. Therefore, it is of great significance to strengthen the research and practice of the marketing strategy of the securities company.After years of development, F Securities Limited Liability Company in the securities industry has achieved a good marketing performance, and its strength has been greatly enhanced. However, in the face of more and more intense competition of securities market environment, its securities business is also facing huge market pressure and problems, and the existing marketing problems have caused great impacts on its normal business. In view of this, this paper takes the F Securities Co., Ltd’s marketing strategy as the research object, and it firstly uses the PEST analysis method and Porter’s five forces competition model to analyze the company’s external environment, and then it deeply analyzes the company’s internal environment. Next, this paper analyzes the company’s advantages, disadvantages, opportunities and threats in the aspects of marketing by using the SWOT analysis method, and then the SWOT analysis strategy matrix is established. On the basis of this, based on the STP strategy, this paper segments the company’s market and then clearly makes its target market and market positioning. Then, based on the 4Ps theory, this paper makes the company’s marketing strategy from four aspects of product, price, channel and promotion. At last, this paper put forward some measures to ensure the implementation of the marketing strategy from the following five aspects:process optimization of the marketing management, the internal management system, human resource management, operational fund management, marketing concept.The research of this paper will provide introduction for the further development of F Securities Company, and it will enhance the company’s competitiveness. Meanwhile, it also has a certain guiding significance for the other securities companies’marketing strategy formulation.