Reengineering A Securities Firm Marketing Process

Since2008, China’s securities industry as a whole is in the status of various businesses decline. The securities marketing as an important mean to obtain economic benefits for brokerages became to win the attention of securities firms. Good marketing processes enables securities firms stand out in the condition of competition homogenous. Due to the decline of brokerage business, A securities company’s overall economic benefits is in the trend of decline. How to optimize marketing processes, getting rid of the marketing model of playing commission price war with the brokerages, how to improve marketing efficiency, improve economic benefits became the key point for A securities company to reverse the situation.According to the actual situation of A securities company, this paper draw the conclusion of that marketing process reengineering is necessary. This paper analyzes the current situation and the problem of customer development process, counter business process and customer service process, then summarizes the causes of the problem. According to theories, by empirical research, on the basis of a lot of reading literature, this paper will give the specific program of marketing process reengineering for A company. After reengineering, the new marketing process will fully reflect the marketing concept of "customer-centric", and greatly improve customer satisfaction. In order to guarantee the success of A company’s marketing process reengineering, this paper gives few suggestions such as reshaping the corporate culture, transforming the form of business department, strengthening institution building, improving the quality of staff and strengthening the construction of information technology. At last, the conclusion and the outlook is showing at the end of the paper.