Shenyin&Wanguo Securities Sales Marketing Strategy

Shenyin&Wanguo Securities is one of the first comprehensive securities companies, which was approved by China Securities Regulatory Commission.It’s also one of the first pilots of innovation.With20years’ development,the company has formed an international securities holding group strcture,which involved securitides, funds, futures, direct investment and overseas business. SW Securities companies in China many securities companies ranked in the upper reaches, and living in the regional securities market leader.With securities services market is dominated by monopolies into the era of free competition, the differences in management becomes a trend, securities companies are facing market segmentation, target market design corresponding marketing strategy requirements.The purpose of this paper is the related theory of marketing, operations, combined with the actual situation of the development of Shenyin&Wanguo Securities Business Department, determine the benefit of Shenyin&Wanguo Securities Business Department of the marketing strategy, and puts forward some measures for guarantee strategy.Based on the macro environment of Chinese securities development, starting from the macro and micro environment, Shenyin&Wanguo Securities Company business department, SWOT analysis, pointing out the advantages of the company SWS:obtain a comprehensive business qualification, number of outlets and the number of active clients is still an advantage, completion of company’s organizational structure adjustment, completed attract talent, well prepared customer segmentation; disadvantages are:a single customer groups, services business content is not widely publicized, a single marketing channel; opportunities as: securities company may consigument financial products that can compete with bank trust funds in the market, the stock market launch of innovative services to become a new business department of revenue growth, development of enterprises and high-income groups to the asset management of demand for services; Challenges are:with other brokers and banks compete with some difficulty, for the promotion of new business requires a lot of effort and a certain length of time of customer acceptance. In the subdivision of market, SWS is currently the company’s market segments by product category, service as a whole, sales channels three variables for market segmentation.Through the analysis of the conclusion:Shenyin&Wanguo Securities Company should determine the corporate advisory services, family financial management services, high-end customer funds value-added services three-dimensional integrated service concept. And through the horizontal comparison of the Shenyin&Wanguo Securities and other securities firms, and analyzes the influence factors of customer investment choices, respectively formulate marketing mix strategy of product strategy, price strategy, channel strategy, promotion strategy. The security measures of human resource strategy and implementation process for the implementation of the marketing strategy.