Research On The Marketing Tactics Of XL Securities

Securities industry in China is still at a junior level of development, and marketing theory in our securities business has not yet been popular to securities firms, most of the securities companies have a weak marketing awareness, a vague market positioning, an antiquated marketing strategy, or even a bad management over marketing mix. With the gradually increasing competition in the existing market, and the potential influx of outsiders, brokers have been recklessly involved into price competition. But this can only be a short-term way, in a long time it can not only bring about serious damages to the broker's profits, but also set barrels for the future development. Above this, increasing the awareness of marketing securities, developing the marketing capabilities, establishing a "customer-centric, product-oriented" marketing strategy and service architecture, combining the market environment with their own situations, setting a clear market objective and marketing strategies, and improving their management system to ensure the marketing strategies to be completely and efficiently implemented,all those are the fundamental solutions which will help securities companies form their continuous strength in competition. To remind them of this and offer some recommendations is one of the major purposes of this article.Apart from problems confronted by general securities companies, XL Securities Corporation, as a transited securities company from a state-owned enterprise, is also confused with more complex problems, such as its chaos internal system and its depressing marketers. This paper makes XL Securities Corporations as the specific study object, relates its realities to the theory, and aims to bring some lights to the homogeneous brokers to enhance their marketing competitiveness.