| With the opening of China’s financial policy, all kinds of financial derivatives inour country have gain access. As a mature product in the oversea market individualstock option has gain access in China’s capital market in2015. It’s a very importantsignificance for enriching China’s finance environment and improving the capitalmarket. At the same time, individual stock option as the new and most importantinvestment business of Northeast Securities, its promotion and development willplays a huge role in promoting the overall development of Northeast Securities. Thisstudy takes the Northeast Securities stock options business as the research object, andanalyzes how Northeast Securities can get the competitive advantage through themarketing tolls.This study also exist the following research significance. First, in our country,stock options’ market is not yet fully spread and the competition of the securitiesmarket is fierce. In this situation, the early thinking of marketing strategy, analyzethe macro environment and micro environment of the stock options business, solvethe problems that will be faced in the promotion of Northeast Securities stock optionsbusiness, that will provides a solid theoretical support for the smooth development ofthe business. Secondly, this study has sorted out the entire marketing environment andthe key factors that affect the smooth development of the stock option business. Atthe same time it also list the advantage and disadvantage of Northeast SecuritiesCompany and analyze its opportunities and threats in the stock option business, thatwill be provides a more comprehensive analysis frame and content for the financial services of Northeast Securities Company and it also have a great value for thedevelopment of other financial business in Northeast Securities Company.At first, the research has described and analyzed the status of the stock optionsbusiness on Northeast Securities. And explore the problems which will be faced in theprocess of operation. Such as the stock options business unable to meet the demand ofall the investors in temporary, team building still need to be improved, and marketingtraining mechanism is not sound, the management mechanism is not complete, etc.Secondly, the research will analyze the macro environment of the stock options byPEST analysis method, and then clear the micro environment of stock optionsthrough the analysis of investor behavior and marketing channels. And on this basis,using SWOT analysis method to get the advantages of Northeast Securities stockoptions products. The advantages including: strength comprehensive and outstandingstrategic capacity, perfect planning, the exclusive of the stock option license, and theadvantages of professional personnel resources is obvious. But there also have somedisadvantages, including: incentive system is not clear, brand image is not prominent,technical ability is relatively weak, lack of enterprise competitive ability, etc. In theopportunity aspect, emerging market is in the ascendant, less investment productsbring investment focuses; on the threat aspect, the trend of stock market developmentis uncertainty, and the huge competition with other securities companies. In the end,use the STP strategy to define the market positioning of the stock options in theNortheast Securities, which is a high-end professional stock option projects. Andunder the guidance of market positioning to put forward the concrete marketingstrategy of the stock option products in the Northeast Securities that is: product brandstrategy, channel strategy, investor relationship maintenance strategy, etc. |
