Research On Internet Marketing Strategy For Huatai Securities Shenyang Qingnian Street Branch

As one of three financial businesses, the securities industry has been subject toregulatory restrictions, which makes the securities companies only through thetraditional marketing model to achieve its own development. With the relevantpolicies released in2013, loosen the policy constraints of the securities companies,from then on, the securities companies can open accounts online via the Internet forcustomer, which marks the securities companies traditional marketing model will besubject to the emerging of the network marketing model. Due to the deflationaryforce feature of the network marketing products and services, thus the securitiescompany original price system will be broken. Facing opportunities and challenge isan urgent problem to solve for securities companies. Carrying out the Internetmarketing is the trend of times to securities companies, if you want to survive youhave to learn to take advantage of increasing trend, as well as to formulate effectiveInternet marketing strategy, based on the market.This dissertation takes Huatai Securities Shenyang Qingnian Street Branch asthe research object, research the Internet marketing strategy. The content of researchwill be divided into five parts: The first part, expound the research background,significance, methods and contents. The second part, through the introduction of thebranch general situation and development course, and analysis of the traditionalmarketing mode, to research the branch marketing present situation and the problems.The third part, study the branch Internet marketing environment through thetechnology environment, competition environment, demand environment analysis,and the SWOT analysis of Internet marketing. The fourth part, determine the branch Internet marketing target market and positioning through the Internet marketingcustomer segmentation, to study the Internet marketing strategy of the branch. Thefifth part, the research conclusion.The main research results of this dissertation include: First, as for HuataiSecurities Shenyang Qingnian Street Branch, the target market of the Internetmarketing is the retail customers, professional investors and high net worth clients,because that they can increase the amount of customers on the one hand, on the otherhand can improve sales revenue. The target market and the Internet are highly fit,and taking the Internet as a carrier to the target market can help to improveefficiency and heighten an effect for the Internet marketing. Second, the HuataiSecurities Shenyang Qingnian Street Branch should take the network providerproviding comprehensive financial services as the stock market positioning. Byproviding a comprehensive financial service market positioning to attractprofessional investors and high net worth clients two target market, supplier marketpositioning to attract retail customers through the network the target market. Byproviding the market positioning of a comprehensive financial service to attract twotarget market of professional investors and high net worth clients, what’s more, to bethe network supplier to attract retail customers. Third, the Internet marketing strategyof the Huatai Securities Shenyang Qingnian Street Branch includs:(1) Effectiveclassification for products, which can be divided into trading channels, investmentconsulting, financial information, and clearly the product attribute of all products.(2)Different prices for different products. low-end worthless product pricing by meansof standardization of cheap, and individuality pricing mode for high value products.(3) To build a vertical marketing channel by means of the official network marketingplatform, search engine platform and the third party network platform.(4) Tostimulate customers and increase sales by holiday sales promotion, channel andcooperative marketing.