Research On Marketing Strategy Of Brokerage Business In Jinan Branch Of N Securities Company

After recent decades of development,the securities industry has gradually become stable and mature.As an important part of the capital market,the securities industry plays a vital role in China’s economic development.However,with the development of the capital market,the competition in the securities industry is becoming more and more fierce.In order to attract more customers,securities companies constantly reduce the commission rate,resulting in a continuous decline in the income of securities companies.As a kind of service project,brokerage business appeared the earliest in the securities industry and generated high income,,which means that brokerage business can provide economic support and platform support for the securities industry.At present,the development of brokerage business in China’s securities industry faces many problems,which need to be solved urgently.Against this background,the brokerage business of Jinan Business Department of N Securities Company,as the research object of this paper,is also facing a series of urgent problems to be solved,such as transformation and upgrading.In this regard,only by continuous innovation and development and adjusting marketing strategies can we obtain the way of survival and development.This paper takes the Jinan business department of N Securities Company as the research object to conduct in-depth research and analysis on the marketing strategy of brokerage business.Starting with prominent product homogeneity,obvious low value of pricing,serious outdated channels,lack of promotion innovation,lack of personnel professionalism,lack of service continuity,and lack of tangible display.Combined with the theoretical basis of 7Ps marketing,corresponding to the existing problems one by one,and put forward the marketing strategy suggestions of Jinan brokerage business Department of N Securities Company in seven aspects of product,pricing,channel,promotion,personnel,service and tangible display.This paper Based on the"——analysis problem——solve problem" research ideas,from the management mechanism,human resources,technology research and development,corporate culture for the brokerage business strategy and transformation and upgrading,form the necessary research results,make N securities Jinan business department can occupy a place in the fierce competition,improve the profitability of the company,and hope to provide some opinions and Suggestions for the marketing strategy of other securities companies in the industry,optimize the comprehensive research value.