Research On The Optimization Of Service Marketing Strategy Of Asset Management Business Of China Dragon Securities

With the rapid development of the domestic economy,the development of asset management business has also made rapid progress.Especially since 2012,with the sharp increase in corporate financing demand,the willingness of banks to issue funds has increased.In the context of the lack of regulatory laws and regulations and the loose supervision of different industries,financial institutions have diversified in the product structure in order to open up the capital path,and financial chaos such as multi-layer nesting,rigid cashing,capital pool,term mismatch,fictitious rights and interests have emerged in endlessly.On November 17,2017,in order to standardize the asset management business model,flatten the industry regulatory scale,effectively prevent and resolve systemic financial risks,and let financial products return to the original intention of serving customers’ financial needs and helping the healthy development of the real economy,various financial regulatory institutions,together with relevant ministries and commissions,drafted the Guiding Opinions on Regulating the Asset Management Business of Financial Institutions(Draft for Comments).Half a year later,with the implementation of various detailed responsibilities,the new asset management regulations were formally implemented,which had a significant impact on the industry,and the asset management business was also comprehensively restructured.At the level of securities companies,under the constraints of the new regulations,the asset management of securities companies has changed its management mode,the industry standards have become consistent,and the correlation between the operating income of management institutions and the management scale has become more prominent.As an important factor affecting the scale of management,financial institutions attach increasing importance to marketing.This thesis takes the asset management business of China Dragon Securities as the main research object,and diagnoses the existing problems in the marketing of the asset management business of China Dragon Securities by means of literature research,data analysis and survey and interview.Use PEST and Porter’s five-force tool model to identify the business environment,master the situation of competitors in the same industry,analyze the industry competition pattern,and use the SWOT matrix to analyze the strengths and weaknesses of China Dragon’s asset management business,as well as external opportunities and threats,so as to combine and adjust,and provide an effective basis for strategy formulation.After identifying the problems,analyzing the environment,and clarifying the advantages and disadvantages,the thesis uses STP marketing theory to locate the market segments that meet its own development.Optimize the service marketing strategy of China Dragon’s asset management business based on the 7Ps marketing theory,at the same time formulate the implementation focus of the optimization plan,establish a plan for the implementation of the strategy,and provide safeguard measures from the organization,personnel,channel,model brand,technology,system,risk control and other aspects to ensure that China Dragon’s asset management business can continuously expand market share and strengthen brand influence,Finally,it will be translated into the performance growth of China Dragon Securities asset management business.This paper integrates the 7Ps theory into the marketing strategy of China Dragon Securities asset management business,and the optimization scheme provided provides a theoretical reference for the development of China Dragon Securities asset management business marketing at the current stage,which has practical guiding significance for the high-quality development of China Dragon Securities asset management business.