Research On Motivation Strategies For Marketing Personnel-In CJ Securities Company

Since the inception of Shanghai stock exchange and Shenzhen stock exchange in 1990 and 1991,Chinese securities market was developing rapidly in last 28 years.Its trading technology leads in the world,meanwhile it also plays an important role in promoting state-owned enterprise reform and Chinese economic structure adjustment.It is an important part of the entire financial system.As the mainstay of the securities market,the securities companies also were reforming gradually.With the Internet plus financial developing in a large scale,online accounts led brokerage commissions dropping down again and again.The traditional brokerage business couldn’t maintain the livelihood of brokerage anymore.Companies will inevitably be eliminated by the market but transforming.How to set up a scientific,systematic and perfect prompting system which could adapt to the development of brokers,and recruiting talents,encouraging current marketing staff’s working enthusiasm,have been an important problem that a broker has to solve.CJ securities is a securities company listed under the full license in China.It set up 39 branches,248 business divisions and 20 futures institutions in 130 large and medium-sized cities,and its business network covers the whole country.However,during the transition from traditional business to innovative business,CJ securities had many problems in the incentive strategy of marketing specialists.CJ broker need inter-disciplinary marketing talents currently.The requirement of marketers becomes higher and higher,but they have not formulated the corresponding incentive strategy,such as redesigned evaluation coefficient,redesigned compensation system,enriching training content and so on.While they still follow the previous incentives,this makes the marketing staff turnover rate increase,affecting the long-term development of CJ brokerage.Therefore,its root should be investigated and corresponding solutions should be proposed.In this background,the author made a case study on the Dalian business department of CJ securities.Firstly,I worked on the related theory,systematic analysis of research status at home and abroad to make a theoretical foundation for the thesis.Secondly,I analyzed current incentive strategies and on-the-job marketers of CJ brokerage,pointing out the existing problems: Single Incentive means,lack of spiritual motivation,marketing personnel salary system is not reasonable,imperfect evaluation system,training becoming a mere formality,high staff turnover rate,etc.I analyzed the existing problems,made reasonable suggestions and established an effective incentive mechanism according to the actual demand of CJ brokerage.According to the securities market and industry standard to adjust appraisal system at the same time.Depend on the benefits which marketing staffs made for the company to improve the salary treatment correspondingly.Establishing perfect training mechanism,paying attention to the marketing personnel’s career development,vigorously promoting the enterprise culture and improving the professional skills of marketing specialist in all aspects so that we can strengthen the loyalty of employees to CJ broker.