The Marketing Strategy Improvement Plan Research On Dezhou Sales Department Of QL Securities

The securities industry in China is still in the early stage of development and the competitions among securities companies are getting fiercer. In order to strengthen internal management, to improve marketing competitiveness and to further expand market share, Dezhou Sales Department of QL Securities, one of the large integrated securities in China, Urgently needs using the theory of marketing strategy in management and makes clear market positioning and marketing strategies of its own.Literature research and empirical analysis apply to the paper. Based on the understanding of theories of business management, such as theory of analysis on external environments and internal conditions, theory of Marketing, etc., the marketing situations of Dezhou Sales Department of QL Securities are analyzed, and Marketing Strategy Improvement Plan is made in the paper. The main content of the paper:analysis on external environments and internal conditions of Dezhou Sales Department of QL Securities (economic environment in China, securities market potentials, competitors, regional advantage and team advantage), based on marketing theories of different countries; analysis on the marketing strategy improvement plan of plan of Dezhou Sales Department of QL Securities(product diversification, price differentiation, multi channel development, marketing promotion, customer orientation, Service marketing). Implementation measures of the plan(establishment of talent mechanism, construction of a good corporate culture,、加强cost control, risks control, performance evaluation. The results of the research provides theoretical guidance for Dezhou Sales Department of QL Securities to manage marketing during a period of time in the future.This paper takes Dezhou Sales Department of QL Securities as a specific object of study. As the marketing awareness is relatively weak in the whole domestic securities industry and, and the marketing strategies are relatively old and single, the marketing strategy combination plan for Dezhou Sales Department of QL Securities has certain reference significance for marketing management in the whole securities industry.