A Study On Marketing Strategy Of The Hengyang Datong Securities Sales Department

During nearly 30 years of rapid development,Now Chinese securities market have a certain size and strength.With the fundamental system of the gem,the new three board,securities margin trading was introduced,The securities area will occur new opportunities.Securities firms increase sharply,the number of outlets and still a trend of continuous expansion.But at present domestic securities companies are widespread,extensive management,business varieties of a single,homogeneous competition,etc.In the face of complex and changeful market environment,Sales department as the forefront of securities company and Foreign service window,How to adjust the marketing strategy to improve business performance,has become the top priority.Based on related study and research of the theory of service marketing,basing on the HengYang DaTong securities sales department,the office of the marketing strategy of the optimization scheme and safeguard measures.This Graduation thesis by using PEST and SWOT analysis model of HengYang DaTong securities business departments such as marketing environment has carried on the thorough analysis.Analysis shows that although sales have certain advantages,but from the external current as the stock market continued turbulence,sales amount increasing,the competitive environment deteriorate further,from the internal business departments also own existence unreasonable income structure,overall marketing planning level is not high,differentiated services,personalized products and a series of problems,custom service level is not high after sales department in hengyang local rankings in a partial,increasingly difficult to survive.This had the sales,marketing strategy optimization adjustment of endogenous driving force.Then,combining with the 7P-service marketing theory,in view of the existing problem of hengyang datong securities sales department,through to find the orientation of the sales department,from product,price,channel,promotion,personnel,tangible demonstration,seven aspects such as service marketing sales marketing optimization strategy is proposed.Finally,from three aspects:organization,resources,human put forward the safeguard measures on the implementation of marketing strategy,so as to ensure the smooth implementation of marketing strategy.