Research On The Marketing Strategy Of D Securities Company’s Brokerage Business

In the process of the development of China’s securities market,securities brokerage business has always been the core business for 30 years.The market share of securities brokerage business can reflect the industrial competitiveness of securities companies at the present stage and the potential of future wealth transformation.However,with the liberalization of financial markets and the increasing maturity of technology,the securities market competition is increasingly fierce.To grab market share,many new brokers have launched "low commission" or even "zero commission" to attract customers,which causes the big brokers lowering commission to keep the inventory customers.As a result,the brokerage business profits are seriously affected and the development of securities brokerage business is entering a downturn.The condition is particularly tough for firms that rely heavily on securities brokerage business and operate in a single business structure.In this paper,D Securities,a very representative Internet brokerage in the securities brokerage business,is selected as the research object.Through investigation,research and analysis,new ideas are provided for the development of D securities brokerage business.First of all,through interviews and questionnaires,we learned that in the current brokerage business of D Securities,there are some problems,such as lack of investment products and core products,chaotic commission fees,unbalanced channel structure and weak publicity power.Then we use PEST analysis,Porter’s five forces model and SWOT analysis to analyze the internal and external environment of D securities.Then on the basis of Service marketing theory and life cycle theory,we propose to provide different products based on different customer cycles and establish a unified commission rate standard and flexible pricing of products.Expanding external channels and adjusting internal customer attribution is supported.Developing a reward mechanism to promote promotion.Optimizing personnel structure.Optimizing tangible display based on employee dress and on-site environment.Improving the professional quality of brokers and formulate a reward mechanism for broker maintenance.Finally,it is proposed that the development of D securities brokerage business should take good marketing measures from the perspective of talent,technology and risk.By studying the brokerage business of D Securities,this paper not only provides D Securities with an effective marketing strategy at the present stage,but also provides a certain reference for Internet brokerages in the same industry.