Research On The Marketing Strategy Of The Business Department Of HT Securities Company

Chinese stock market has experienced cattle bear conversion, has experienced a gradual improvement of policies, regulations, systems, and gradually mature in the twists and turns. The rise of Internet banking and business innovation development background, competition in the securities industry has been upgraded, and gradually evolved into to provide special services, personalized products as the center of the high-level competition, marketing mode with the changes in the business environment for competition in the direction of the depth of the development.At present, through the improvement of marketing mode to crack the stock industry low-end vicious competition in the marketing dilemma, how to through the further optimization to the traditional marketing strategy to enhance the marketing competitiveness of securities companies, so as to further improve the performance of the marketing, improve customer satisfaction and loyalty become placed in each securities company and the busine ss department before the biggest problem. Securities industry deal frequent reform will be gradually introduced into the deep water area, the stock market must experience a new process of industry integration, under the new competition environment, how to occupy one seat, formulated with a unique core competitiveness of marketing strategy is particularly important.Securities business department as the forefront of the securities company marketing, business marketing strategy is correct or not, the level of high and low will directly determine the operating performance of securities companies. Haitong Securities Shanghai department is selected as the research object, in order to achieve the research purposes, the research process will be using literature analysis method, survey research method and standard research method, field survey method and other research methods, on securities business department to study the marketing strategies. The use of PEST, Porter’s five forces and SWOT analysis model to the business department of the external marketing environment and internal marketing situation of the comprehensive analysis, to identify business problems existed in the existing marketing process. And combining with marketing of STP and 4Ps classical theory, according to the actual situation of the business department, to optimize the marketing strategy of the business department, including market segmentation, target market, business market positioning, product strategy optimization, optimal price strategy, channel strategy slightly optimization and promotion strategy optimization. In order to ensure the implementation of the relevant marketing strategy landing, the article finally put forward the relevant security measures, including the three aspects of organi zational security, personnel training and risk management.The main innovation of this paper lies in using STP and 4Ps marketing theory and the business department put forward by the actual marketing strategy and guarantee measures for business department under the market environment of the Internet financial innovation, and the development of improved marketing strategies, improve operational efficiency have important realistic meaning.