Research On Marketing Strategy Of Kingtotem Mobile Internet Securities Investment Software

With the rapid continuing growth in social economics in China,the wealth in both individuals and families is surging by it as well.More and more people have formed the idea of value added investment and have concerned about financing,thus the boom of the stock market has been urged.The traditional securities investment financing are based on the internet,telephone entrust and over the counter trading etc.However with the rapid development of the mobile terminal and internet technology,the users of the former way have exceeded the ones of the latter.The more convenient and efficient in operation&the easier to operate the mobile terminal is,the higher the viscosity becomes.The majority of investors are accustomed to it and depend it to finance and the desire of resource sharing between mobile terminal and internet is getting more and more imperative.Hence the construction and development between the securities industry and mobile internet industry has been greatly promoted.Kingtotem,which is committed to develop mobile e-commerce business in securities industry,officially launched the mobile internet securities investment business software system in 2007 to provide mobile internet securities investment software products for securities companies.With its rapid development from 2009 to 2011,Kingtotem has gained decent market share which ranked the third in China.Due to the rapid changes in mobile internet market in recent years as well as the increasing new entrants,the company is in the situations of bottle neck i.e.experiencing the problems of new customers feeble development,existing customers satisfaction decreasing,unclear pricing strategy and human resources incentive policy.With the rise of the internet finance,the company has to pay attention to the mobile internet securities investment software products,to improve the quality of existing products,and to solve the marketing problems as well as to expand the mobile stock investment software products meaning and products function in this case.The paper mainly uses the three aspects in writing i.e.find problems,analyze and solve problems.Firstly,the background and market of the mobile terminal and the securities industry are analyzed.Secondly,the current products,marketing situation,competitive situation and other existing problems of the company are carded.Finally,the corresponding solution to the existing problems in the marketing,product and technology aspects are proposed.At the same time the market share has been promoted and the business income of mobile internet securities investment software has been increased according to these solutions.