| In recent years,the competition in the securities industry has become increasingly fierce.The moat of license dividend and population dividend has gradually disappeared,and the securities industry has entered the era of stock game.At the same time,the rapid development of mobile Internet also makes the trading commission of the securities industry lower and lower,which directly leads to the straight-line decline in the profitability of securities companies,and the securities industry also begins to change to the buyer’s thinking.Under this background,securities companies face many challenges in the process of promoting business transformation.How to optimize marketing strategies,supplement their business weaknesses,and find new profit growth points has become an urgent problem for many securities companies.Securities companies need to adjust their thinking as soon as possible,and change from product centered thinking to service centered thinking.From corporate strategy to talent training,technology investment to incentive system,new changes are needed to build a new service marketing model.At the same time,the COVID-19 has continued to abuse in the past three years,and the domestic epidemic has become the norm,which has always affected our work and life.The post epidemic era has given securities companies more opportunities and challenges.The current marketing strategy of Guosheng Securities can no longer meet the current competitive environment.It is necessary for the company to optimize the existing marketing strategy to adapt to the changes in the market.This paper combs the domestic and foreign theories and research literature on the marketing strategy research of securities companies,service marketing strategy optimization of securities companies,and marketing of securities companies.By issuing questionnaires,it finds out the current problems of Guosheng Securities in seven aspects,including products,channels,and prices.It also uses STP,PEST,and SWOT theories to comprehensively analyze the marketing environment of Guosheng Securities,The 7Ps marketing strategy optimization scheme suitable for Guosheng Securities was put forward,which was optimized from seven aspects,namely promotion strategy,product strategy,price strategy,channel strategy,personnel strategy,process strategy and tangible display strategy,and insisted on providing customers with personalized and differentiated products and services on the basis of service marketing.Finally,in order to ensure the smooth implementation of the strategy,effective suggestions were put forward to strengthen technical support and capital investment,strengthen the construction of complex financial talents,strengthen personnel training and assessment incentives,strengthen the control of compliance risks and improve product supply and services.It is hoped that this research can form a set of programs with strong practical significance to guide the service marketing of Guosheng Securities,and it is also hoped that this research can bring inspiration to similar research and securities industry. |
