CJ Securities SX Branch Marketing Plan Optimization Research

In recent years, with the global economy going into a weak period, China's economic growth also is slowing down year by year. As the rapid development of the Internet Securities, the stock index futures and mechanism for short selling securities and increasing of all kinds of innovative varieties of security market, new changes have taken place in the securities industry, and the traditional mode of securities companies has been challenged. Because the development of securities industry has always been a "barometer" of economic development, the study of the marketing strategy securities has great significance to the sustainable development of China's securities companies.Taking CJ SX securities company as the research object, and combing with its operating status, the author analyzed the marketing situation, the internal and external marketing environment with STP theory,7PS marketing theory and SWOT theory. The author found there were many problems in its marketing strategy. Such as:the development orientation was not clear; the segmentation strategy was not reasonable; the primary and secondary products division was unknown; the price strategy was not perfect; the development of channel resource was not enough; the mechanism of cultivating the personnel was not perfect; the physical display effect was poor and the service strategy was not careful. And also, the author analyzed the root of its existing problems. The causes were:the leaders didn't pay strongly attention on these matters; the segmentation strategy is not clear, so the allocation of resources was unbalanced and the staff management was not fine. In addition, the author systematically designed, formulated the marketing strategy optimization, implementation method and steps of CJ SX securities company.This study does not only benefit the healthy development of securities industry in China, but also has important guidance to the adjustment of operational strategy of CJ SX securities company, improvement and implementation of marketing strategy in the near future.