| With the deepening of global economic integration and the weakening of world economic growth in recent years,China's economic growth has stepped into a transitional period.Meanwhile,affected by the China-US trade war,the capital market has undergone intense fluctuations,and the domestic securities market has remained gloomy.Coupled with the overall declining commission rate,the brokerage income of securities companies has plummeted.Therefore,the brokerage transformation from the traditional channel marketing model to the Internet wealth management model has become the top priority of domestic securities companies.The rapid development of the Internet and e-commerce has tremendously changed the way of payment and information processing in the whole society.Besides,mobile payment has changed people's living habits,and investors have been interested in the Internet investment business.Some Internet platforms and commercial banks have launched burgeoning online financial services one after another.Accordingly,securities companies urgently need to give full play to the big data of the Internet,artificial intelligence,and financial technology to carry out Internet marketing.And the regulatory authorities are also actively introducing new policies to support and guide securities companies to innovate and transform based on the Internet.With the full opening of China's financial market,domestic securities companies are making efforts to seek the balance of transformation,innovation,and development to ensure their status in the capital market is not replaced by foreign institutions and avoid being defeated by internal competitors.They have cooperated with major Internet giants in succession and vigorously explored new Internet marketing models in accounts,platforms,products,and services.GF Securities is one of China's first full-license integrated securities companies.With the market as its orientation,the company ferrets out client demand and the needs of products and services in the marketing expansion of clients by continuously exploring the changing market environment.It actively conducts the strategic layout of Internet Plus,thus making itself one of the first securities companies to distribute in the Internet market.Therefore,this paper takes GF Securities as the research object and analyzes the Internet marketing environment of GF Securities Company's brokerage business by the PEST model.Then it analyzes the advantages and disadvantages of GF Securities Company's own marketing environment,and the potential opportunities and challenges of GF Securities Company's brokerage business Internet marketing.Also,through my years of experience in GF Securities and in the combination of literature research,field survey,and inductive analysis,this paper dissects the problems in the Internet marketing of GF Securities Company's brokerage business,such as the low effective conversion rate of new clients' accounts,the decline of commissions,the difficulty of increasing the income for service commercialization,poor client experience,and low client loyalty.Via the comparative research on the 4P Theory,the 4C Theory,the 4R Theory,and the 4S Theory of marketing mix theories.Finally,based on the 4R Theory,combined with the development characteristics of GF Securities,the paper puts forward the formulation measures of Internet marketing strategy for its brokerage business from the following aspects: establishing the connection with clients,maintaining a good relationship with clients,providing convenience for clients,and paying attention to client feedback.At the same time,the following safeguard measures are proposed to ensure that the marketing strategies can go well: setting up brand image and strengthening cooperation and promotion;advancing centralized operation and simplifying business process;carrying out enterprise culture construction and enhancing talent cultivation and assessment;intensifying enterprise risk control management. |
PDF Full Text Request