A Study On Investment Consulting Service System With Market Positioning

Market positioning strategy is an important part of enterprise marketing strategy, market positioning accuracy will directly influence the success or failure of enterprise product marketing strategy. Investment consulting is now a feasible choice for the operation transition of security companies, andinvesting consultant service quality is crucial for the survival of security companies.TF Securities has been chosen for the case study of this research. As a medium and small-sized comprehensive security company, TF Securities is less spectacular in its size, number of business outlets, and research & development strength. TF Securities has successfully constructed its investment consulting service system based on market positioning strategy in recent years and achieved its leapfrogging development, thus I chose TF for the case study.The study suggests TF Securities accomplished its investment consulting service system through the adjustment of its marketing and products positioning strategies. The process of construction of service system is going along with the process of adapting the trajectory of industry development and the fully coordination between marketing and operation departments for the optimum development of the company.TF follows the trajectory of the industry as its marketing strategy which clearly guides TF to its future developing direction. The security market is now experiencing turbulent fluctuation and simple stock consulting service can hardly satisfy the needs of various clients. To promote the service quality, TF strive to provide diversified high quality financial services. Market positioning is the powerful tool to differentiate its services and set the theoretical principles for the construction of its investment consulting system. TF categorizes people for the purpose of targeting its potential clients; the investment consulting service system provides differentiated services to turn implicit needs to manifest needs.As for the operation department, TF adapts the reversed thinking logic. There’s obvious cycles in Chinese securities industry. TF follows the strategy of taking what others discard, and expands its business during the downturn of the industry thus to strive for a favorable position in the industry. TF increases capital investment and enlarge its stock share and sets up fortune center and financial supermarket during the downturn of security industry while its operation department recruits a large amount of outstanding talents and makes excitation and appraisal mechanism for its products promoting.TF’s marketing department focuses on its core service clients through marketing positioning; provides personalized financial services through its Financial Club as the investment consulting platform thus to establish TF’s service brand, cultivate the loyalty of its clients, and increase the profit and innovation space of its financial products and services. The operation department optimizes TF’s organization structure and excitation mechanism through market positioning so as to better support the construction of investment consulting system.This study examines and explicates the revolution and the cause of customer service system during the conventional and innovational developing process of security companies, and reveals the construction mechanism of investment consulting service system based on market positioning strategy. TF Securities’case study provides a systematic research perspective for the transition of security companies during the innovational process of financial industry and sets a frame of constructing service system using market positioning strategy.