Research On Optimization Of Marketing Strategy Of Wealth Management Business In Chongqing Sales Department Of C Securities

With the continuous increase of residents’ disposable income and the transfer of wealth allocation structure from real estate to financial assets,the scale of wealth management market continues to grow rapidly.At the same time,with the implementation of the new asset rules,the structure of retail customers’ capital risk preference is differentiated,and equity investment is increasingly rising.For securities companies,although compared with banks and other institutions,their current wealth management market share is relatively low,with the opening of a new round of market opportunities,their various resource endowments are gradually highlighted,and the wealth management business of securities companies has a broad development trend in the future.At the same time,with the rapid development of network technology,more and more payment systems such as We Chat payment and Alipay have begun to compete fiercely with other traditional banking companies in terms of payment and wealth management.And online financial companies such as Ant Financial Services have also made full use of the convenience and efficiency of the Internet and successfully won the favor of a large number of customers with high net assets.In addition,while competing for the market share of the emerging wealth management business,the entity financial institutions have continuously developed new financial products and broadened their business scope.For securities companies,the development of their wealth management business is facing great difficulties.From the perspective of the advantages of the development of financial management business in the securities market,on the one hand,securities dealers’ customers have a high degree of familiarity and acceptance of investment in the capital market,and their risk Appetite is relatively radical,and the development of wealth management business has a good customer base;On the other hand,the investment and research capabilities and product creation capabilities of securities companies that have accumulated for many years will become the natural competitiveness of their wealth management business.Moreover,compared with commercial banks,its market-oriented orientation is more prominent and more flexible in attracting talents and promoting the implementation of decision-making.It can be seen that it is necessary to explore and analyze the development of wealth management business of securities companies,and it can also play a certain role in the development of their wealth management business.C Securities Chongqing Business Department was established in 2015.Compared with other securities business departments,its establishment time is relatively late.With its asset-light and low-cost operation mode,it carries out wealth management business on the basis of traditional brokerage business.However,due to its late start,the market of the wealth management business sector is basically divided up by other securities companies,commercial banks and third-party financial institutions,lacking strong competitiveness.How to effectively deal with the business competition dilemma,improve the competitiveness of the wealth management business of the Chongqing Business Department of C Securities,and improve the market share has become the origin of this study.In particular,the current homogeneous competition is serious,and service will become the basis and direction of future differentiated competition.At the same time,the CSRC issued a notice requiring securities companies to actively improve their service methods,which provides guidance for the development of securities companies in the future.This change is precisely based on the consumer standard advocated by the 4C theory.Therefore,this study is based on the 4C theory,which focuses more on customers.Through the analysis of the internal and external environment of the Chongqing Business Department of C Securities,it analyzes and explores the current situation of its marketing strategy,combines the questionnaire survey and interview results to explore the problems in its marketing strategy,and uses STP theory to segment and position the market,and gives targeted strategies.The research found that in the Application of marketing strategy of wealth management business,the Chongqing Business Department of C Securities mainly carried out according to the traditional 4P theory,and the wealth management products were relatively single and diversified,which could not meet the allocation of different customer risk preferences and different liquidity needs;The customer classification is relatively traditional,which leads to the inability to accurately match the customer with the wealth management business;Online or offline does not provide strong convenience for customers’ wealth management business;There is no effective and targeted communication management with customers.At the same time,the STP theory is used to subdivide the market into female customer market,30-40 year old customer market,and the monthly income is between 10000 yuan and 15000 yuan.The target market is female customers aged 30-40 years old(inclusive)and the monthly income is between10000 yuan and 15000 yuan(inclusive).The potential market is male customers aged30-40 years old(inclusive)and the monthly income is between 10000 yuan and 15000yuan(inclusive).Position the wealth management business market of the business department as "the servicer,manager and leader who provides customers with all-round personalized wealth management business".Based on the results of the previous research,the research proposed the following optimized marketing strategies: First,the optimization of wealth management business marketing strategies based on customer needs,including optimizing the offline customer wealth management product demand discovery process,relying on big data to explore customer needs,and using intelligent investment consultants to accurately meet customer needs;Second,optimize the marketing strategy of wealth management business based on customer cost,including optimizing business process and reducing customer account opening cost;Differentiated pricing to reduce customer commission costs;Reduce operating costs with the help of intelligent investment advisers;Third,optimize the marketing strategy of wealth management business based on customer convenience,including increasing product purchase channels;Enrich the information display channels of wealth management products;Fourth,optimize the marketing strategy of wealth management business based on customer communication,including improving the service communication system,adding We Chat(App)online customer service,strengthening continuous communication,and emotional communication with customers.At the same time,we should establish and improve the assessment mechanism,establish and improve the internal control system,and do a good job in investor education to provide guarantee for its business marketing.It is expected to provide some references and suggestions for the development of wealth management business of Chongqing Business Department of C Securities.