Research On The Marketing Strategy Of H Securities Company’s Wealth Management Business

In recent years,the market environment in which the securities industry operates has undergone significant changes.Since the first shot of low commission in 2015,the securities industry has entered into a brutal commission war,from one person to more than one person,which has undoubtedly stimulated competition among securities companies,leading to the gradual narrowing of the Lebensraum of small and medium-sized securities companies.In today’s rapidly developing Chinese economy,residents’ wealth continues to accumulate,and investors’ financial needs are also beginning to diversify.Small and medium-sized securities companies must vigorously promote wealth management business to obtain new performance growth points.To meet the diversification of customer relationships,securities companies need to continuously improve their marketing strategies when developing wealth management business.How to improve customer satisfaction and loyalty,increase customer recognition of the company’s wealth management products,increase the market share of the company’s wealth management business,and achieve win-win value between customers and the company has become an urgent problem for small and medium-sized securities companies to solve.This article will study the current situation and problems of the internal and external environment and marketing strategies for the development of H Securities Company’s wealth management business,and propose relevant optimization strategies accordingly.This article summarizes the current status of wealth management business marketing by domestic and foreign securities firms through literature review.Starting from the writing significance and background,it uses literature analysis to refer to the marketing strategy frameworks of various securities firms’ wealth management businesses,analyzes their theories and concepts,and selects a theoretical framework.In addition,this article also uses SWOT analysis,questionnaire survey,and other methods to study the problems that H Securities Company faces in the marketing of its wealth management business.It analyzes the problems and reasons that the company faces in the marketing of its wealth management business,laying the foundation for proposing optimization strategies.From the perspective of H Securities Company’s wealth management business marketing strategy itself,there are problems such as non-standard customer service system,high turnover of marketing personnel,incomplete training system,serious homogenization of wealth management products,and insufficient marketing channel resources.This article will build on the existing wealth management business marketing strategy and propose constructive optimization strategies from four aspects: customer service,product structure,marketing talents,and marketing channels to address the problems in H Securities Company’s wealth management business marketing strategy.The plan proposed in this article for optimizing the marketing strategy of H Securities Company’s wealth management business has great reference and reference value for other small and medium-sized securities companies in China that face marketing strategy challenges in wealth management business.