Collective Asset Management Plan Of ZY Securities Company Research On Marketing Strategy Optimization

With the development of our national economy and the growing wealth of residents,traditional bank deposits can not meet the needs of customers to maintain and increase the value of assets.Investment and financial management has gradually become the preferred choice of residents,especially high net worth customers.It is in this context that asset management business ushered in opportunities for development.Asset management business of securities companies is an important part of the financial market.As the main contributor to the income of asset management business of securities companies,the development of aggregate asset management plan of securities companies has attracted more attention and research from securities companies.Since the birth of the first collective asset management plan of securities companies in2005,major securities companies have launched representative collective asset management plans.In 2012,China Securities Regulatory Commission issued a series of policies and regulations,which shortened the time of product issuance,reduced the link of product issuance,expanded the scope of product investment,improved the efficiency of industry development,further deregulated,securities companies asset management business ushered in rapid development,securities companies asset management plan from the number and scale have been rapidly improved.Securities companies have various types of collective asset management plans and different risk characteristics.Effective formulation of marketing strategies and rational design of marketing schemes are of great significance for securities companies to improve the scale of asset management and management revenue.Taking ZY Securities Company as an example,through the analysis of the marketing status of ZY Securities Company’s Asset Management Plan and the composition of target customers,this paper uses PEST model,Porter’s Five Forces model,literature analysis and case analysis to analyze the external and internal environment faced by ZY Securities Company’s Asset Management Business,and finds out the marketing strategy deposit of ZY Securities Company’s Asset Management Plan.In order to increase the market share of ZY Securities Company and ultimately realize the growth of enterprise profits,we should analyze the causes,put forward solutions to the problems,optimize marketing strategies,andformulate safeguards to improve the market share of ZY Securities Company.ZY Securities Company is a representative of small and medium-sized securities companies.This study can not only provide theoretical support and practical guidance for the marketing development of ZY Securities Company’s asset management plan,but also have certain reference significance for the development of the whole industry.