The Research Of The Asset Custody Marketing Strategy Of G Securities

With the China Securities Regulatory Commission opening securities investment fund custody service license to securities companies,it broke that the asset custody service has been monopolized by commercial banks for policy reasons.In the context of the rapid development of asset management,asset custody service ushered in a major development opportunity.The securities institutions are mainly based on primer brokerage to provide custody services.Due to the lack of differentiated service strategy,single income structure and private funds characteristics,the securities custody industry generally has the characteristics of lack of profitability.G Company as of the leading securities institution,the custody amount increases significantly slow after licensed by CSRC.By lacking of differential custody service,the service of G Company will be difficult to sustain and could hardly create revenue to the company itself.This paper firstlystudies on the development of securities custody industry,G company custody service marketing strategy and existing problems.Then the internal and external environment of G company's hosting business is analyzed,and the custody service marketing strategies alternativesare obtained through SWOT analysis.Lastly,by using AHP analytic hierarchy process,7P marketing mix are selected as evaluation factors to evaluate the scheme,and get the selection order and emphasis of custody service marketing strategy.By qualitative and quantitative analysis,this paper holds that asset custody industry in securities institutions presents the characteristics of high operating cost,high operating risk,high system requirements and low profitability.G companypresents slow growth of hosting service and insufficient institutional influence.G company custody service marketing strategy should focus on the marketing of private equity funds in South China,and take the marketing strategy service as the order of adjusting the institutional structure,formulating flexible pricing strategy and increasing the investment of innovative resources to improve the operational carrying capacity and system service capacity.Finally,this paper gives the specific implementation plan of the corresponding strategy according to the selection order of marketing service strategy.Product strategy should provide differentiated service content according to the scale of private equity manager,price strategy should be flexible pricing according to customer classification standard,place strategy should fully cooperate with headquarters and branch,people strategy should give priority to private fund in South China,process strategy should build matrix organization service team,promotion strategy should build online and offline private fund platform,physical evidence strategy should build brand exhibition place.