Research On The Marketing Strategy Of Founder Securities' Brokerage

After 1990,Chinese securities industry has entered a new stage of development,many countries are too far behind to catch up with the development speed of Chinese securities industry.As of 2015,Chinese securities company has developed to 119,the growth of the business department to 5785,and most of them are concentrated in the coastal areas of the layout.With the convening of the securities Innovation Conference and the impact of Internet financial,the securities industry will face a new development pattern.The rapid development of the securities industry exacerbated competition within the industry,in order to grab more market share many securities companies continue to increase the marketing department,and in order to compete for limited market share,securities companies to improve distribution requirements by successively reduced commission,thus,lead to industry profit margins.Under such a background,the securities firms should not be blind to expand the market by means of price war,but through the forecast of market development trend,establishing scientific marketing strategy under the guidance of company strategy.Don't go with competitors in the same piece of cheese,but to develop new markets,to create new profit growth point,rather than survive in the competition of the margins of society.This paper take Founder Securities Company as the research object,and the development environment of the Founder Securities brokerage business are described and summarized by the analysis of PEST and SWOT.Then combined with the status of Founder Securities brokerage business development has made the market positioning and market segmentation for the Founder Securities brokerage business through the STP analysis method.Finally,according to the demend of the target market,based on the 4PS theory from product,channel,price and promotion four aspects put forward the Founder Securities brokerage business development strategy and the corresponding security measures.This paper aims to find a way to open blue ocean market for Founder Securities by study of Founder Securities brokerage business development,and to find the differentiated marketing direction by the market segmentation method,and continue to expand their market share,and get rid of the cracks in the survival dilemma finally.