Research On New Media Marketing Strategy For T Securities's Brokerage

The finance is deemed as a country's important core competitiveness.The securities company,as one of three carriages of finance,has become solid strength of the capital market.In general,the business of securities company can be divided into several modules,of which brokerage is the most traditional business,occupying an important position in its business development.The profit of brokerage accounts for a majority of the gross profit of the securities company,which is the foundation for a securities company to conduct basic business activities.With the opening-up of finance and the self-growth of capital market,the market competition becomes increasingly fierce in the securities industry.Meantime,as digital technology develop rapidly,new media are implemented in every aspects of marketing strategy.So it is critical for company to master the fundamental of new media and tackle with new media in prime brokerage business.T Securities is a global comprehensive securities company with 18 branches,over 100 securities business departments,include one offshore.This thesis took the new media marketing of brokerage of T Securities as the study object and carried out analysis from seven parts separately.Part one,introduction;this part is introductory theory to concentrate study background,purposes,present research achievement,study scheme and methods,contents and framework;Part two introduced the theoretical basis of this thesis,including the overview of the main analysis model and other new media marketing;Part three conducted the macro environment analysis on the environments of the research object by applying the PEST analysis model,and then attempted to analyze the status of industry,the environment of competition and the development strategy by referring to key elements of Michael Porter's Five Forces Model;Part four introduced T Securities as well as its business details,and then used SWOT analysis to show the current status and existing problems of T Securities;Part five analyzed the existing problems and the corresponding reasons for the brokerage business module from the perspective of the perception of audience,the repurchase rate of audience,the service experience of audience as well as business turnover and word of mouth by using the SICAS model;Part six put forward five aspects,including strengthening the new media channel construction,digging out the interest points so as to find out hidden users,establishing the hierarchical communication,stimulating the transactions and enhancing the word-of-mouth marketing by combining the above mentioned analysis;Part seven proposed that the human resource system,the enterprise culture system,the financial technology and the risk control system shall be guaranteed to ensure smooth implementation of optimizing suggestions.The last part came to conclusion and prospect.This study aims to make some breakthroughs on studies of marketing by putting forward suggestions on the new media marketing of the brokerage business of T Securities.It is wished that the study achievements of this thesis can provide certain referential significance to the implementation of new media marketing of related securities companies.