Research On The Optimization Of Digital Marketing Strategy Of D Securities Company

With the rapid development of the Internet and the continuous popularization of intelligent mobile terminals,digital marketing,as a weapon for traditional securities companies to break through service bottlenecks,reduce customer acquisition costs,and solve marketing customer acquisition problems,is increasingly used in the marketing system of securities companies.Securities firms should take digital marketing as a breakthrough in development and innovation,use big data for accurate marketing,build a multi-dimensional data system covering customers and intermediary services,form a more targeted and low-cost digital marketing system,and promote the digitalization process of brokerage business of securities firms.With the strong penetration of Internet finance,brokers plunder customer resources are becoming more and more intense,and traditional marketing methods are difficult to adapt to the diversified and personalized needs of customers in the mobile Internet environment.Therefore,the transformation of wealth management has become the consensus of the securities industry,which puts forward higher requirements for securities firms to promote online digital marketing of retail business.Securities firms should rely on new technologies such as big data,cloud computing,blockchain,and artificial intelligence to innovate service models and processes,integrate traditional service resources,link online and offline advantages,improve the overall resource allocation efficiency of the securities industry,and meet the needs of customers and society more advanced,flexible and efficient.Under the background of the development of modern digital information technology,this paper combines the national economic development reform policy and the digital strategic positioning of D Securities Company.From the aspects of the current situation of digital marketing of D securities company,as well as the internal and external environment,the problems and reasons of the current digital marketing transformation of D securities company are analyzed.Through the use of the five factors of change,relationship marketing theory and network marketing 4I theory,the digital marketing architecture of D Securities Company is comprehensively sorted out and analyzed,and relevant transformation strategies and suggestions are put forward:establish a full life cycle user operation value chain path,create an intelligent interactive experience covering the whole process of investment,and establish an intelligent customer service system.It puts forward optimization and improvement suggestions for the digital marketing transformation of D securities companies,which is conducive to D securities companies to improve their own service level and capabilities,and also provides reference value for domestic securities companies,realizes the transformation of the securities industry to differentiated service competition,and provides assistance for the iterative evolution of China’s securities industry.