ZS Securities Yangzhou Sales Department Brokerage Business Marketing Strategy Research

Since the end of 1990,when the Shanghai Stock Exchange has been operating,China's securities market has gone through more than 20 years.In the past 20 years,the number of listed companies rises over 3000.Laws and regulations and have been improved and the market is becoming more and more maturing.Securities companies as an important participant in the securities market,witnessed the ups and downs of the stock market in the past 20 years.Since 2002,the CSRC issued a document which required the commission for dealing in securities should be under 3‰.The marketization of China's securities industry has entered a new stage.In 2011,the CSRC opened the C-type business department and allowed securities companies use the internet to attract consumers.Since then,the competition between the securities companies become more and more intense,and the commission for dealing is declining rapidly.In 2015,CSRC allowed individual investors to create security accounts from different securities companies,which made the flow cost smaller.In this context,the branches of securities companies are the first victims.Their traditional marketing models are facing a lot of problems.They need to adjust their marketing strategy to adapt to the market competition.This paper chooses ZS Securities Yangzhou branch as the research object.The paper based on the theory of marketing,introduces the current marketing strategy of ZS Securities Yangzhou branch.Then the paper analyzes the existing problems and causes of the problems,including the conversion rate of channel customers is decreasing continuously.The commission for dealing is decreasing obviously.The marketing cost is high.The turnover of marketing staffs is too high.The loss of small customers is serious.This paper uses the 7P marketing theory to formulate the improvement of brokerage business marketing strategy.The new strategy includes product strategy improvement,price strategy improvement,place strategy improvement,promotion strategy improvement,personnel strategy improvement,process strategy improvement and physical evidence strategy improvement.In order to ensure the new strategies can be effective,the article plans supporting measures from 4 aspects,including human resources supporting,organizational supporting,risk controlling supporting and resource supporting.