Research On The Marketing Innovation Of The Securities Company In China

The securities company is investigated and established by the securities regulatory authority under the State Council according to the "Company law" and " Securities Law", which is a Property companies with independent legal person status. A view in this background, the research on the marketing innovation of securities companies is very necessary. This is not only for the securities company, at the same time for the development of the entire capital market and there will be a positive effect, our whole brokerage marketing environment, on the longitudinal comparison, is advancing and progressed with the time. Because our security companies used to invest too little manual labour and money in marketing strategy, it is no exaggeration to say, the securities companies simply did not have the concept of marketing before, marketing is not able to change, security companies almost did not develop new customers and maintain customer resources they already have. But in these reforming and developing days, this concept is completely attacked and devoured by the market, all securities companies marketing has become the prime eternal topic. there is no doubt that,Marketing is not only the product marketing,it is more of the service marketing, it is the company philosophy of marketing, so that makes customers understanding their products and services, accepting more advanced conceptions of the securities companies at the same time. The company have to convey their advantages, high quality products and good service and other information to customers they already have, potential customers and the society through scientific marketing. The important role of marketing is to enhance the company’s level and the company’s demand, stimulate customer’s desires and motives constantly. the first thing must to be done is doing the marketing budget, because after securities companies have determined the marketing objectives for a period of time, companies can analysis and make the marketing budget for each business, we can do all the research and allocation of the resources what we have, to maximize the resource efficiency. In this paper, on the basis of all the above views, in-depth discussion and Research on the securities company’s marketing management theory, mainly divided into five aspects, starting from the present situation of securities company marketing in China, and then analysis the suitable for China’s national conditions of marketing theory and the marketing innovation. We can use an example of HX securities which is transforming their marketing conception to analysis the experience and lessons of China’s securities companies in the marketing.