Analysis On The Marketing Strategy Of The CA Department Of XB Securities

With twenty years of development,China's securities market has gradually become an important part of China's economic development.While with the development of economic globalization,China's securities industry is facing enormous pressure and challenges from the international financial markets.On the one hand,a large injection of foreign capital,through the way of equity participation and joint ventures,to squeeze the domestic securities market.Because the slow development of the idea behind the lack of innovation and other reasons,traditional domestic securities' market share continues to be divided.On the other hand,with the competition between various types of domestic securities firms growing,more and more practitioners join the field of securities.Commercial banks,trust companies and asset management companies have also entered the securities industry,resulting in an unprecedented competition.The result of competition in the market caused the high human resources flow rate and the lower overall profit.Under this highly competitive environment,China's securities brokers marketing model must be changed in order to adapt to the new changes in the securities market.How to improve service quality and service innovation securities broker is an urgent problem.Therefore,the study of securities brokers marketing's reform in China becomes particularly important.This paper pointing out China's securities broker "shopkeeper" marketing model is no longer adapt to the development of securities market.The securities brokers proposed that the marketing model needs to be reformed.This study used internal and external environment analysis,SWOT analysis,and 4Ps analysis to analyze the operation of the CAsecurities XB business department's organizational structure,marketing situation,and the external competition.This study pointed out that the existence of the securities brokerage business marketing XB CA securities business department problem,through the analysis of research presented XB securities CA business marketing,channel development strategy,setting up marketing strategies and team building personalized customer service strategy.Meanwhile,in order to guarantee the smooth implementation of the marketing strategy,this study also provides the safeguards and implementations.By building on the XB CA securities business department marketing strategy for CA XB securities business department,this study provides a reference for management practices and improves the competitiveness.This research broadens the marketing research and provides other similar securities companies with a reference.