Research On A Security Company Into Marketing Strategy In Wealth Management Service Market

Since the first innovation conference among security companies was held in May 2012, under the guidance of China Securities Regulatory Commission as well as the spontaneous organization of various security companies, the domestic security industry has enjoyed the great boon of innovative development and stepped on the path of overall innovation and transitional advancement. Security companies have updated the source of income. The previous brokerage business does not serve as the only one main source of income any more. Instead, other types of business have become the major force for increasing the income.From 2012 till now, the financial management service in security companies occupies a prominent place. At present, many investors have the need of all-round financial management. As a result, the current security companies demonstrate the trend of providing quite overall financial services. In this way, the main business in these companies is the overall wealth management, which clarifies not only the trend of the development of the security industry but also the trend of the growth of the whole financial industry. Several days ago, China held a seminar about the innovation and development of the domestic security industry. On the conference, the security traders generally reached consensus with each other, all pointing out that the security industry should seize the opportunity and transform the industrial business from a single brokerage business to wealth management as soon as possible so that security companies could enhance their mediating capability, gradually occupy an advantageous position in terms of financial intermediaries, possess more functions specific to investment banks previously, guide investors to launch reasons investment, and realize the rational resource distribution in the capital market.The paper selects A Company as the research object. It is one earliest founded security company that adopted shareholding system. After more than two decades’ business operation till now, it has grown into one large-scale and comprehensive security company with more than 5,000 employees,6.1 billions Yuan capital and multiple shareholding subsidiaries. In particular, it has established a listed subsidiary in Hong Kong. At present, based on the framework of sub-industrial business operation, on the prerequisite of not violating against laws and regulations, targeting at the capital market, the company’s innovative products have presented diversity and variety so that the services that the company provides now are expanded both horizontally and longitudinally. Moreover, its intermediary functions have also been highlighted. A comprehensive and overall wealth management pattern has been formed, which is beneficial for stabilizing and increasing social wealth and stimulating people’s initiatives in investment. Ultimately, it can provide abundant capital for the growth of substantial economy.First of all, the paper innovatively proposes the company’s wealth management mode-One-account Wealth Management Platform by analyzing domestic and foreign wealth management service modes as well as the problems in the current security industry, elaborating on the industrial competition and inquiring into the market demands. Second, the paper puts forward a reasonable product service system and explores into the reasonable marketing path for the purpose of gaining concerns from the industry and social masses according to product cycle theory and marketing theories as well as the actual situation of the company’s development, which can help enhance the industrial influence of the company’s wealth management mode and social masses’recognition.The research methods to be used in the paper include historical analysis method, content analysis method, combination of theory and practice, comparative research method, etc.