The Strategy Study For The Brokerage Marketing Model Of Xi’an Securties Business Deparfment Of HaiTong Securities Firm,LTD.During Transformafion Period

It is a milestone for China stocking business transforming from monopolistic to completely competitive period since the "Fluctuating Commission Policy" has been implied in May2002. Additionally, the whole stocking market has been suffering substantially decreasing commission and commission marketization during its downturn period, which all makes an announcement for the coming era of tiny interest and complete competition.Securities Business Department is the basic operating unit of brokerage business for securities firms and the main manager of brokerage business. Business Department fiercely competes for occupying more market share. This competition not only relies on brand and capacity of security firm, but also marketing strategy and model. Strengthening marketing systematic research and building new marketing model for new situation of brokerage business are the fundamental factors for keeping business department Securities always in competitive superiority.This thesis chooses Xi’an Securities Business Department of HaiTong Securities Firm, LTD. as a research example. First, it analyzes stocking business with Michael Porter Five Forces and inner strategic environment of Business Department with SWOT model. Second, describes and analyzes traditional marketing model. Last, it is through describing and analyzing investment consult model with the perspective of the Service Marketing Theory that more appropriate brokerage marketing strategy is built. This thesis employs theoretic and empirical analysis method to describe and analyze securities investment consult model, also probe the transformation strategy of Xi’an Securities Business Department brokerage business from the aspect of investment consult service, which could offer more guide and reference help when other securities business departments making their own marketing strategies.