Research On Optimization Of Marketing Strategy Of Xiangtan Shaoshan Middle Road Business Department

With the development of China's economy,people's living standard and household savings has been improved,and people would like to invest banking.After 30 years,since Shanghai stock market and Shenzhen stock market established in 1990 and 1991,China's capital market has experienced great develop.The stock system is better,but Industry competition is incentive.Securities firms have switched from monopoly profiteering to the small profit industry of market competition.The existence and development of securities companies are faced with unprecedented challenges.At the same time,with the introduction of the government in 2010 to allow securities companies to complete the opening of account opening policies for customers through the Internet,the securities companies were once again pushed to the peak of the wind.This paper selects the business department of Shaoshan middle road of Xiangtan as the research object to explore whether the original marketing model still applies to the development in the current environment and how to deal with such a change.Paper first research and related literature at home and abroad,and then the analysis it's marketing environment with SWOT analysis and PEST analysis,and use 4p theory and the STP marketing theory to analyze its marketing strategy,and finallyputs forward the optimization scheme of the current marketing dilemma.In order to ensure the smooth implementation of the optimization marketing strategy,the paper puts forward the safeguard measures.The Thesis research,providing new ideas for Shaoshan middle road business department to solve marketing problems and adapt to new competitive environment.At the same time,the paper provide theoretical support and reference for the securities firm,It also enriched the cases and literatures of the marketing of the financial industry,and make up for the weak research on the marketing of securities and other finance.