Research On Marketing Strategy Of Fujian Branch Of G Securities

Since the establishment of the Shanghai and Shenzhen stock exchanges in early 1990,the development of China's securities market has been nearly 30 years old,and the Chinese stock market has experienced several changes in the bull market and the bear market.With the liberalization of licenses and commissions of domestic brokerage business departments and the entry of foreign brokers,the competition in China's securities market has become increasingly fierce,which has had a huge impact on the operation and income of brokerages.The most influential is the traditional securities brokerage business,brokerage firms.How to enhance their own survivability and development ability,how to formulate and implement marketing strategies that meet market requirements to face the operational dilemma of brokerage business is an important issue that all brokerage companies need to solve urgently.This paper focuses on the research on the marketing strategy of G securities(mainly focusing on the most representative brokerage business of the brokerage business and the fujian market).First of all,the related marketing theory is summarized to lay a theoretical foundation for the research of this paper.Secondly,it makes PEST analysis on the economic environment of G securities and analyzes the industrial environment of the enterprise with porter's five forces model.Through the internal analysis of G securities fujian branch,the resource status is understood.Through SWOT analysis,understand the strengths,weaknesses,opportunities and threats of the enterprise.Then,on the basis of analyzing the STP strategy of G securities fujian branch,it is explained that the enterprise marketing strategy should aim at market share and then design the marketing strategy of guoxin securities with 4Ps as the framework.Mainly from the change of marketing ideas,the rapid response of the business,differentiated in services and products,and more channels to interact in a variety of ways.At last,the thesis puts forward the implementation guarantee of marketing strategy,and makes specific analysis from the aspects of human resource system and internal management system,and analyzes the guarantee system of marketing strategy implementation.Through the research on the marketing environment and marketing strategy of G securities fujian branch,the corresponding countermeasures are formulated,which can effectively help the realization of enterprise marketing goals and provide certain basis for the company's strategic decision.For most of the development of the brokerage has a certain reference.