A Marketing Strategy Of Financial Products Broker Set

In the recent years, the securities industry has developed vigorously and the competition has been fiercer with the continuous development of market economy in China. As a result, the brokerage business increases much more slowly and the market has switched to the buyer’s market, which means the traditional "market maker" era which was "self-centered" once has been ended. The weakness of brokerage business makes the collection of financial products to become the major profit source of securities. In the circumstances that the collections of financial products are not mature yet, it is very important for Huatai Securities to develop unique collections of financial products so as to seize the precious opportunity.First, we analyze the present situation of the collections of financial products in Huatai and point out the drawbacks of them in order to explain the importance of researching the marketing strategy. Then we get the clients’ information in the target market through questionnaires. And after that, we accomplish the market positioning according to the customers’ demands and the products’ features by using the cluster analysis. At last, we design the marketing strategies according to the previous conclusion, including product strategy, price strategy, channel strategy, selling strategy, personnel strategy, tangible presentation and process management strategy.We research the marketing strategy of the collections of financial products in Huatai Securities deeply and comprehensively with the help of the full and accurate data so as to provide the theory support and the practice guidance for Huatai Securities to establish the marketing system and promote the products further.