Study On The Network Marketing Strategy Of Huatai Securities

As an important part of China's financial market,the securities industry plays a vital role in promoting the reform of the enterprise and promoting the perfection and development of the financial market.But with the decline of the economic situation in the domestic and foreign markets in recent years and a long-term downturn of the stock market resulting in more intense homogeneous competition within the industry,the overall survival environment of the securities industry has become very bad.In recent years,with the popularity of the Internet and the rapid growth of the number of Internet users,it has become an important basis for the enterprises to make marketing strategy that the network market research and user behavior analysis.Especially with the penetration of Internet companies in the financial industry,traditional financial industry should as soon as possible to grasp and adapt to the network marketing idea,to develop the enterprise network marketing strategy in line with its own characteristic.This paper takes Huatai Securities Co as the research object,and researches on its network marketing strategy.The content is divided into five parts: the first part describes the research background,research significance,research methods and content.The second part is the network marketing related theory.And introduce the basis,concepts,features and other content of marketing theory respectively from the marketing theory,financial marketing,network marketing theory and the theory of the securities market four aspects.The third part study Huatai Securities Company's network marketing environment by the analysis of the network marketing in the macro environment,industry environment,the impact of competition environment,and its own SWOT analysis.The fourth part determine the target market and market positioning of Huatai Securities Co network marketing,and further design the network marketing strategy of Huatai Securities Co through the network marketing customer market segmentation.The fifth part summarizes the related research conclusions.