A Study On The Marketing Strategy Of XINGYE Securities Business Dept In Changsha

China’s securities industry is ushering in a new opportunity now, and has in to thecomprehensive development of a new stage, multi-level market and liberalization ofthe regulatory system provided a huge space for the development of securitiescompanies. Channel competition will be replaced by competitive products and services,traditional business model will undergo profound changes, the industry will show adifferentiated development, innovation will be the main line of the industry in thefuture. The diversification of customers demand of financial services expandingrapidly, as a major component of brokerage business, steady operation anddevelopment of the business department plays a vital role.First of all, this paper summarizes the current situation of the sales department ofXINGYE Securities in Changsha, and analysis of the problems and reasons and thecompetitive environment of the process, considering that the type of business productsand services is less, low added value, homogenization seriously, lack of corecompetitiveness, investment in marketing costs are too high, and serious phenomenondependent on bank marketing channels. According to SWOT analysis and Porter’s fiveforces model, analyzing both inside and outside of the sales department, clearadvantages and disadvantages of sales to expand business and industry competitionpattern, providing decision-making basis for the design and formation of thedepartment.Secondly, points out the modern stock market is a typical buyer’s market byselecting the study of the target market and positioning and consumer behavior, socialfactors, personal factors, after-sales service are the main factors that influencingcustomers, only different products and services and targeted marketing strategies is thekey for sales department to obtain a competitive advantage, especially in the face ofsecurities commission escalating and the monopoly in this industry.Finally, the article combined with the company during the development ofsecondary strategic transformation program to build the business strategy of salesdepartment of XINGYE Securities in Changsha, pointing out that building full-servicechain service platform, improve the marketing team to create effective collaborativemarketing model, the implementation of a diversified channel marketing strategy toexpand our product range and service innovation is the inevitable choice of business development and transformation of the Department. In order to ensure theimplementation of the marketing strategy,put forward that sales department need tooptimize the management institutions, increase personnel training, as well as build acustomer service platform, standardized risk control to ensure that the businessdepartment.