Citic Built For Transformation Of Securities Brokerage Business Marketing Model Research

China Securities Co., Ltd., formerly known as China Securities, on November2,2005in Beijing, is a national large-scale integrated securities firms. The company has a sound business system, including the operation of a securities brokerage, securities issuance and underwriting, investment advisory, securities dealing, securities asset management, fund distribution, margin trading and financial advisory business. All along, the securities brokerage business is the company’s strengths, it has been the company’s pride and highlights. But the last two years brokerage business have fallen sharply, market share slipped to seventh from now until the tenth, income and market share in two major business indicators are showing double down. Thus, breaking the profit model of a single, homogeneous competition pattern, create a new brokerage business marketing model is imminent.This paper discusses the company’s securities brokerage business marketing model shortcomings, combined with the developed countries the securities brokerage business marketing model, drawing management, economics, marketing, strategic management theory, and related disciplines, research to explore the problems and their causes, and securities brokerage business under the CSC building its own characteristics, the company’s brokerage business full consideration various factors affecting the transformation, designed a line with the transformation of the brokerage business department require more comprehensive new marketing model.In today’s competitive environment the securities market, establish customer-centric, product-oriented before the separation system in the background, diversified marketing mode to meet all kinds of customers’ investment demand, follow the market and realize securities brokerage business successful transformation, broaden the enterprise survival and development space. This is not only for the China Securities Co., Ltd. brokerage business transformation has practical significance and application value, but also for the securities brokerage business in the company accounted for heavier presence securities brokerage business transformation company has important reference significance.