Research On Service Marketing Strategy For XD Securities Company

Securities services market has entered into the era of free competition from themonopoly management. With the trend of differentiated marketing, ifferent levels ofsecurities companies are faced with the adjustment of corporate strategy, marketsegmentation and,design appropriate marketing strategies with a fresh look according totarget markets.XD securities companies ranked in the upper middle of China’s securities companies, itsbusiness history is not long. In the regional securities market, it has a leadership position.The basic content of its business covering brokerage, asset management, underwriting,consulting services and so on. There are large number of this type of securities companies inChina, so its marketing problem has representative sense. Research ideas in the text shouldalso be learned to analysis of similar problems of other securities firms.Securities company is an enterprise which doing securities business, it is of specialnature. Its survival is inseparable from the environment. This paper start from analysismacro and micro environment in which XD securities companies survive. Using SWOTanalysis method, it is pointed that the advantages of XD securities companies are as follows:it has the largest business scale in the regional market in operation. its staff incentives,marketing is very effective. The disadvantages are as follows: high investment and operatingcosts are spent, it has to face a large number of competitors. Opportunities are as follows: theresidents’ income is increasing,so the demand for the securities company service willcontinue to increase not only in the quantity and but also in the quality. Continuousimprovement of information technology support system make it is possible for the securitiescompany product innovation. Threats are as follows: brokerage customer resources areexplored depleted. Foreign investors are getting into our country, to form a strong marketshare competition. Through SWOT analysis, it is clearly that the XD development ofsecurities companies have some opportunities, but serious challenges exist.XD Securities market segment is currently distributed in accordance with market areaand the amount of customer funds segment. This approach is reasonable, it is more easilydistinguish service levels between business and distribution network. But with thecontinuous development of the market, it can be considered that segments according tobusiness development trend; the customer lifetime value; or transaction channels. XD securities firms can choose several business sub-market as their target market; also can doa market specialization choice. XD securities company current positioning is offer servicesin the low-end market of small and medium investors. Future following options are asfollows: Firstly, continue to offer service for small and medium investors, which areprice-sensitive, the company can do their growing partners. Secondly, XD Securities canmake itself to be the terminal information service providers. Thirdly, XD Securities can tryits best to become high-end professional services organization.XD securities companies has taken a step in the marketing mix strategy, but there is noconcerted efforts. Securities industry has its own laws of marketing, innovation of financialproducts and services are difficult to obtain intellectual property protection. Therefore, XDsecurities company should do more to imitate product innovation; Offering more hiddenservice united with Banks; Offering more competitive core services while developing loyalcustomers and offer additional services. Securities business processes should be improvedtimely to save the customer’s total cost, including the cost of money, costs of time,psychological costs, energy costs; At same time, efforts should be on increasing customervalue, including the monetary value of investor, the value of corporate image, identity andemotional value of ownership. At the same time XD Stock Company should set three levelsservice standard, according to different levels cities and characteristics of clients, To set theservice standards of scientific and operational, using5GAP model frame of mind to discussthe problem. The company has an obligation to guide customers to the appropriate businessexpectations, which help customers determine the value of the services. To set servicestandards more scientific and easy to operate, it recommended setting minimum standards ofservice according to recall of the lost customers. And the strong support should be providedby company. The physical evidence need to be provided with the personnel serviceco-ordination. The former help customers identify the service quality, it is not only adominant symbol, but also an important part of internal marketing; the latter is service forachieving service effectiveness, and efforts must be made.