Research On The Marketing Strategy Of Bond Underwriting Business Of K Securities Company

Over the past six years,the development of capital market has accelerated significantly.Bond financing has become an important way to solve medium and long-term financing funds.With the continuous growth of issuers and the innovation of bond varieties,the financing scale of China’s bond market has far surpassed Japan and become the second largest bond market in the world.Facing the huge market development space,securities companies are actively layout and deeply cultivate the bond business.The competition of bond underwriting business is extremely fierce.Therefore,according to its own status,advantages and disadvantages,how to establish an effective marketing mix strategy?How to achieve the rapid growth of the company’s operating indicators?These issues has become an important topic.The research object of this thesis is the bond underwriting business of K securities company.By combing the theory and literature of marketing and bond underwriting,combined with the current operation and marketing situation of K securities company,and by means of questionnaires and interviews,this thesis analyzes the problems existing in the marketing status of K securities company in bond underwriting business.The pest model is used to analyze the macro environment.The five forces model is used to analyze the competitive environment faced by the bond underwriting business of K securities company.The SWOT model is used to analyze the advantages and disadvantages,development opportunities and threats faced by K securities company.On this basis,it formulates the STP strategy and 4P marketing mix strategy of K securities company’s bond underwriting business.Safeguard measures shall be implemented from five aspects:organizational structure,company personnel,system and process,science and technology,risk and compliance.The thesis shows that K security company should build the best professional consulting services and the best integrated financing services and the best bond underwriting business,with the help of the talent team.Develop product strategy by underwriting new bond varieties,building standard operating procedure,deepening understanding of regulators,enhancing sales level,improving the ability of integrated services;Develop price strategy by taking the lowest bid and setting the different prices;Implement marketing channels include inner-enterprise cooperation,external financial organizations cooperation,region government cooperation;Carry out promotion by holding forums,assisting finance office in training,combining bond investment and bond underwriting.The strategies and measures in this study has time effect,according the latest policies.The research from the marketing business line perspective provides the reference in bond underwriting deals for K security company.