Research On Marketing Strategy Optimization Of Brokerage Business Of Z Business Department Of Huatai Securities

The brokerage business of a securities company is a business which the securities company allows customers to enter the securities exchange market in the way of intermediary,and the securities company collects commissions or service fees.In the early stage of business generation,with the promotion of policy support,the development environment of brokerage business of securities companies was favorable,and the business developed rapidly in a stable and high-quality environment.However,with the adjustment of national policies and the opening of access policies for foreign securities companies,the number of securities companies has grown rapidly,and the business needs of customers have become more diverse and richer.The commission war is extremely fierce.In the face of such an industry development environment,brokerage business of securities companies must face the business transformation to seek sustainable development,if they want to stand out in the competition.This paper takes the brokerage business of Z business department of Huatai Securities as the research object,and uses PEST theory and SWOT analysis matrix to analyze the internal and external influencing factors that affect the development of brokerage business of Z business department,the advantages and disadvantages of the brokerage business development,as well as the existing opportunities and potential threats from the perspective of strategic development.Basic on the actual situation,this paper investigates and understands the current situation of the brokerage business of Z business department,sort out the problems in the marketing process,and analyze the possible causes of these problems.Based on the clear direction of business development,guided by the 7Ps theory,this paper optimized the marketing strategy of the brokerage business in Z business department,which includes seven aspects,such as product,price,channel,promotion,personnel,service process and tangible display.In order to ensure the smooth implementation of these marketing strategies,this paper proposed four specific measures which are human resources,technology support,risk control and corporate culture to ensure the implementation and effectiveness of the marketing strategies.This paper puts forward targeted solutions for the marketing problems of brokerage business in Z business department,and can also provide reference for the optimization of marketing strategies of brokerage business in other securities business departments in the industry.