Research On Optimization Of Marketing Strategy In Yongchang Road Business Department Of Hualong Securities Company

At present,China securities industry,whether in terms of industry profit model,marketing model,competitive landscape and other than the original rise of many major changes have taken place.The marketing activities and marketing models carried out by securities companies have serious homogeneity and similarity;marketing strategies are limited by the external market environment,industry environment,and the development and resource conditions of securities companies.Marketing strategy development is scientific and rational,securities companies is an important factor in the smooth development of the business and operational performance improvement.In this paper,Hualong securities business department Yongchang Road,where I work for the study,combined with the actual work to expand thinking and discussion.Securities companies facing a significant increase in light of each business department,fierce competition in the industry,leading to a sharp decline in market share and the number of customers business department,slow growth performance targets;marketing staff in business development,service process in a passive state and blind;lack of motivation in completing various performance indicators,business promotion and performance growth.According to the existing problems of the sales department,combined with PEST analysis,Porter's Five Forces Model and SWOT analysis method,analyze the marketing situation and marketing status of the sales department of Yongchang Road,and analyze the current external marketing environment,competition situation and its own advantages of the sales department of Yongchang Road.Weaknesses are analyzed,and several outstanding issues in the marketing of the sales department are elaborated,and a marketing strategy combination applicable to the sales department of Yongchang Road is formulated to improve the marketing status of the sales department and complete the expected operating results.Based on this,this article focuses on the competitive strength and advantagesand disadvantages of Yongchang Road's sales department,conducts an in-depth analysis of the problems existing in the marketing process of the sales department,and based on mature marketing theory,analyzes,classifies,and grasps the types of customers For different needs,optimize the marketing strategy of the sales department while optimizing it.Based on the STP theory,analyze the market environment and select the target market for the market segment;use the market segment to re-divide and position the market for the sales department;Use the marketing mix elements in the 7P theory to improve the marketing methods of the business department,formulate and optimize the marketing mix strategy;reduce the cost of successful marketing;improve the marketing efficiency of the marketers,and build an optimized marketing strategy for the Yongchang Road business department Provide appropriate safeguard measures to the optimized marketing strategy combination,further improve the optimized marketing organization system from the three aspects of marketing philosophy,adjust the professional structure of the marketing team,and build a marketing staff performance evaluation system to form its own marketing characteristics and improve marketing.Means,improve marketing model,let sales department marketing If improved significantly.