Marketing Strategy Research Of Brokerage Business In China Merchants Securities Business Department Of Xi'an

From the beginning of the last century 90's,the emergence of China securities market,it has gone through more than 20 years.In the meantime,the securities market has been constantly absorbing the advanced management mode and experience toward internationalization development.And China has introduced the compliance management,which plays an important role in the good development of the securities market.The most important part in the business activities of securities companies is the securities brokerage business.Because more than 50%of the whole business income comes from the securities brokerage business,the securities brokerage business development is directly related to the rise and fall of brokerage.In recent years,all major domestic firms are in the increasingly fierce competition,and the competitive environment and competition pattern is undergoing tremendous changes.China began to implement the "floating commission system" of the securities company in 2002 May.This thing is that,the stock market has changed from seller's market into a buyer's market,slowly into the track of market operation,and mode of trade barriers to protect the market price competition model will replace the traditional brokerage business,service marketing innovation model replacing the intermediary service mode.China's securities industry officially opened a new chapter in perfect competition.For Firms how to break the deadlock,how to get rid of the current predicament,how to take what kind of management mode to enhance their ability for survival and competitiveness are very important problems to be solved for each broker.The core to improve the securities brokerage service marketing ability lies in the formulation and implementation of service marketing strategy.In this paper,based on marketing theory,the object of study is Xi'an Business Department of China Merchants Securities.Through the research ideas of discovering problems-analyzing the problems--solving the problem,according to the marketing problems of brokerage business in China Merchants Securities Business Department of Xi'an,the author analyzed them in detail.The author focused on finding the marketing strategy consistent with the current of the Xi'an business department,in order to make the business department has made some achievements in the securities brokerage business,which can long foothold in the increasingly fierce competition of the securities market,and for the other firms in the brokerage business,it also plays a certain guidance and reference significance.This paper firstly introduces the research background,purpose and significance of this paper,and the main content of this paper and research methods.Then the author systematically combed the related concepts in marketing,which laid the theoretical foundation for this.Then the author introduced the China Merchants Securities Business Department of Xi'an,and analyzed the China Merchants Securities Business Department of Xi'an external environment and internal environment using the PEST model,Potter's five forces model,SWOT method and so on,to find out the existing problems.Thorough analysis of the problems,the author identified the cause of the problems.Then,based on the analysis of the STP strategy of the China Merchants Securities Business Department of Xi'an,the author thinks that the enterprise marketing strategy should take market as the goal,and taking 7P and CRM as the framework design of Xi'an,making the marketing strategy of China Merchants Securities Business Department.This paper finally puts forward the marketing strategy for the implementation of safeguards,to ensure the effective implementation of marketing strategy.