Research On The Improvement Of The Marketing Strategy Of NX Securities Brokerage Business

The securities brokerage business is the core business of China's securities companies.The healthy development of brokerage business is crucial for any securities company.However,the development of securities brokerage business of securities companies faces many challenges.Products are imitating each other,the convergence phenomenon is obvious,the marketing strategy is old and old,lack of innovation,and the customer market is becoming more and more narrow.Under this background,it is the general trend to innovate and improve the existing securities brokerage business marketing strategy.NX Securities,as a securities company with a brokerage business,the marketing of brokerage business is an annual focus.This is the case.This paper takes NX Securities as the research object,analyzes the status quo and existing problems of NX securities brokerage business,and proposes the necessity of improving the marketing strategy of NX securities brokerage business.Using SWOT model to analyze the advantages and disadvantages of NX Securities and the opportunities and threats,and combined with 7Ps marketing theory,from the seven aspects of products,prices,channels,promotions,personnel,physical display,process,NX securities brokerage business The marketing strategy was improved.Finally,the safeguard measures needed to improve the marketing strategy of NX securities brokerage business were proposed from four aspects:organizational structure,human resources,risk control and operational support.Based on the marketing theory and the reality of NX Securities,this paper studies the marketing strategy of securities brokerage business,aiming to provide countermeasures and suggestions for NX Securities to further improve its securities brokerage business marketing strategy,and to develop securities for relevant securities companies better and more effectively.The marketing work of the brokerage business provides reference for them to help them expand their market share,increase the number of customers,promote the reform and innovation of their securities brokerage business,and achieve the benign and healthy development of the brokerage business in the securities industry.