Research On Marketing Strategy Optimization Of Liaocheng Business Department Of Everbright Securities

Everbright Securities is in the first echelon of China’s securities firms,its investment banking business is in the leading position in China,in order to expand market share,Everbright Securities has gradually expanded to third-and fourth-tier cities.Everbright Securities Liaocheng Business Department was established in Liaocheng in 2016,mainly engaged in securities brokerage business,as a relatively young securities company in Liaocheng,Everbright Securities Liaocheng Business Department is crucial to stand out in the fierce market competition.Taking the Liaocheng Business Department of Everbright Securities as the research object,this paper first analyzes and sorts out the current research status at home and abroad,understands the common problems and optimization countermeasures of the marketing of the securities business department in China,and provides reference and reference significance for subsequent research.Then,with the help of the 4P theory,this paper analyzes the marketing status of Liaocheng sales department from the aspects of products,prices,channels and promotions,and uses the questionnaire survey to find the problems in the marketing of Liaocheng business department,which are mainly manifested as product pertinence needs to be improved,commission pricing lacks standards,single marketing channels and stagnation of promotion.Next,this paper uses the PEST model to analyze the external environment of Liaocheng sales department marketing,analyzes the industry competition environment of Liaocheng business department with the help of Porter’s five forces model,and analyzes the internal environment of Liaocheng business department from four aspects: organizational structure,business structure,human resources and capabilities.According to the above analysis,combined with the SWOT method,the advantages,disadvantages,opportunities and challenges of Liaocheng sales department marketing are analyzed,and with the help of EFE matrix and IFE matrix.Assign a value to the importance of key factors.Finally,problem-oriented,combined with the external environment and internal resources of Liaocheng sales department’s marketing,the market positioning of Liaocheng business department is carried out by STP analysis,and relevant optimization strategies are formulated from four aspects of products,pricing,channels and promotions of Liaocheng business department according to market positioning,and relevant safeguard measures are formulated from four aspects: organization and system guarantee,human resource protection,capital guarantee and information guarantee to ensure that the optimization strategy can be implemented smoothly.The marketing analysis based on the 4P theory and the research on the marketing strategy of Liaocheng Business Department will enrich the application innovation and development of 4P theory,and will also improve the marketing quality of Liaocheng Business Department,improve the market competitiveness of the business department,and provide reference and reference for other business departments in the securities industry to improve the marketing quality.