Research On The Internet Marketing Strategies-A Case Study Of Securities Company W

The continuous development of Internet has deeply influenced China in all aspects. Internet is playing a more and more important role in stock market and bringing opportunities and also challenges to companies which provide stock exchange service. Therefore, it's very significant for securities companies to gain competitive advantage through their own resource and effective marketing strategies.In this paper, the author takes a Chinese small and medium-size securities Company W as research object and studies how their online marketing business carries out under the rapidly developing Internet technology. First of all, the author introduces the current situation and future trend of Internet technology, and evaluates how Internet modifies the operation and evolution of securities industry. Secondly, the author introduces Company W and points out the main problems Company W is facing during online marketing: low clients conversion rate, low Internet customer retention, poor consumer experience, etc. Thirdly, the author looks for reasons for existing problems in operation in Company W with Internet marketing theories. Meanwhile, the author interprets the environment where Internet marketing is in with PEST model, analyzes its competitive advantage, disadvantage, opportunities and threats with SWOT model, and analyzes Internet marketing strategy for Company W with STP theory. Fourthly, based on the framework of 4Cs, the author suggests a solution and safeguards from the perspectives of need, convenience, communication and cost by taking full use of Internet products and services. Finally, the author summarizes the context, target audience and goals of Internet marketing and suggests that improvement should be made through consumers' needs, convenience, communication and cost. The author also looks into the future of Internet marketing and points out limitations of this research. The main conclusions of this paper is, Internet marketing in W company with focused 80 customer strategy, consider the needs of customers, like cost, convenience, interactive communication, etc., through the adjustment of the company's resources to meet the various needs of customers. Finally, this paper will help the company to solve problems and gain the competition.