Research On The Marketing Strategy Innovation Of Brokerage Business In Shenwan Hongyuan Securities Business Department

In recent years,China's securities brokerage business is facing a gradual expansion of the trend of competitors.The acquisition trend of the securities industry,there is a large and medium-sized brokerage joint.In addition to mergers and acquisitions of local brokers,the acquisition business is also aimed at overseas markets.And the result of this phenomenon is that the securities brokerage business will face a more intense competitive environment.Industry income and profits will be more meager development trend,the lack of industry will make small brokers face more pressure to survive.In the case of unfavorable development of this business situation,the decline in bargaining power,the profit is more meager,the seller's market into the buyer's market and large and medium-sized brokerage firms how to face the market pressure of competitors,how to improve the quality of large and medium-sized brokerage business department Better management of securities brokerage business has become a large and medium-sized securities companies to think about the subject,for which the introduction of more reasonable and effective marketing strategies and ideas is particularly important and urgent.Large and medium-sized brokerage firms in the fierce competition driven by constantly strengthen the market awareness,innovative marketing ideas,improve marketing levels.Through the in-depth study of business strategy,develop effective marketing strategy,will greatly enhance the company's market share.In China,the sales department is the basic business unit of all the brokerage agencies,for the business department,how to use the channel to establish the establishment of a fine customer development capabilities,the right target customers? Use effective marketing strategies to improve the conversion rate of quasi-target customers.According to the customer's investment preferences and the heart of the target market positioning,according to the target market positioning,the development of brokerage business programs and marketing strategies?This article is in this background,with Shen Wanhong source of the Shenzhen business department as the main case study of this article,at the same time through the actual research and analysis and evidence,the use of data comparison,through market segmentation,targeting and positioning aspects Analysis,in-depth marketing strategy research.This paper analyzes the status quo,existing problems and new challenges of securities brokerage business,and analyzes the status quo of the acquisition of Hongyuan Securities after the acquisition of Hongyuan Securities,breaking through the traditional channel marketing,market segment marketing model,differentiated marketing Model,and draws up a new marketing strategy model of community marketing,and sums up a set of marketing strategy model which adapts to the new economic situation,which has a certain guiding effect on the design of securities company's marketing ability.