Research On Brokerage Business Marketing Strategy Of Chinalions Securities

In Chinese securities market,the role and effect of securities brokerage business in the whole securities industry occupies an important position,which is the basis for the survival and development of securities companies.Its proportion in the whole corporate income profit is the highest,and it is also the most durable source.At the same time,the securities brokerage business also plays a considerable role during the procedure of corporate business development,like investment banking,assets management,investment advisor consultation,self-support and so on.Therefore,huge customer groups of this kind of business are huge wealth of securities companies undoubtedly.However,with the increasingly business development of various securities companies,investors become more rational and mature in the investment process,so the brokerage business also faces great challenges.In order to deal with this dilemma,the securities companies have adopted two methods,one is to expand the capital fund to expand various business through the introduction of external or internal funds,the other is to improve the internal management level of the company through the introduction of talents,and meanwhile provide service to our clients by utilizing advanced investment philosophy and investment advisor resource,and take various innovative means to open up new source of profits.The competition is fierce,the market is merciless,only making appropriate marketing strategies,identifying the position,developing the target customer groups and providing good service and maintenance,people can survive and develop in the fierce competition environment.In this paper,Chinalions Securities Co.,Ltd.(hereinafter referred to as Chinalions Securities)is taken as the research carrier.Under the background of increasingly competition in the market and state economy in enormous transformation,the analysis is made on some aspects of Chinalions Securities like general situation,overall operation,operation philosophy,business objective,sales network distribution,marketing strategy,brokerage business situation,sales force management,evaluation system and so on,and comprehensive comparison is made on some aspects of Shenzhen securities companies like marketing model,marketing strategy,marketing methods and so on,so as to reveal the need for improvement,and find the road that is suitable for Chinalions Securities to fully enhance the market competitive power and effectively perfect the marketing system.Finally,some personal suggestions for the company's brokerage business are put forward: clear and definite the company's orientation and selection of target market;innovate the marketing department's management system;change the company's operation philosophy;develop diversified marketing modes;provide brand marketing;change the pricing strategy;strengthen the publicity strategy and so on.