On The Marketing Strategy Of Securities Companies In The Internet Era

China's securities industry has been undergoing 27 years of development,compared with the last century,world-shaking changes have taken place in the trade sector,on the one hand,the number of listed companies in the main board of the stock market is steadily rising,on the other hand,the number of such listed companies as in the GEM and small plates which serve the small and medium-sized enterprises is growing year by year,which inject a strong impetus into China's economic development and social prosperity.With the rapid development of China's Internet industry,the Internet finance has joined the competition,which brings a new form of financing and investment idea in the Internet era.Securities companies must actively respond to China's industrial restructuring policy,optimize and innovate the traditional economic development model as soon as possible.The 18th CPC National Congress issued a new policy and guidance of reform,with the introduction of a series of reform measures,the majority of the securities companies realize the necessity and urgency of the reform,thus China's securities industry gets new development direction.The change of macro policy environment will make greater adjustment and change for the development of China's securities industry.In this paper,A Securities is chosen as the research object.It investigated and analyzed the internal and external environment of A Securities,and by using the marketing theory,it made a more in-depth study.The author finds that there exist many deficiencies and shortcomings in A Securities' customer service,market positioning,marketing strategy and marketing concept,etc..The author sees the marketing strategy of enterprises at present as the basis to carry out scientific market positioning and user segmentation work,puts forward the process service strategy,physical display strategy,personnel management strategy,promotion strategy,channel strategy,price strategy,product strategy,brand strategy and customer strategy.Through the research,the author holds the following views:for China's securities companies,they must pay attention to the key features and different attributes of the industry,actively achieve the optimization and innovation of its marketing mode through the service marketing strategy,only in this way,can they better serve customers,achieve sustainable,healthy and stable development.