Research On Marketing Strategy Of Changsha Sales Department Of Guosen Securities

With the acceleration of the transformation and internationalization of the securities market,the development trend of securities business diversification is significant.The profit model of securities companies is transformed from the traditional channel-driven to professional-driven and market-driven.The homogenization competition of securities companies is becoming increasingly fierce.If Guosen Securities Changsha business department wants to gain a place in the increasingly fierce market environment and achieve long-term development,it must formulate reasonable and effective marketing strategies to enhance market competitiveness.Through sorting and summarizing the development of Guosen Securities and its Changsha business department in recent years,and actively using theoretical research and analysis tools such as 7PS,pest and SWOT,this study comprehensively considers the industry environment and macro environment of Changsha Sales Department,and obtains the relevant data of the Department’s current internal marketing resources and marketing environment through field research,In order to get the internal advantages and disadvantages in the development of Changsha business department and the opportunities and threats in the future operation.Therefore,in terms of the marketing strategy scheme design of Guosen Securities Changsha business department,in the future,the Department should pay attention to its own target market positioning,on the basis of market segmentation,the target market is selected and positioned to effectively guarantee differentiated products,product after-sales service and diversified product system of the business department,so as to meet the needs of the market and customers,and formulate reasonable prices of financial products and service products,Actively expand corresponding sales channels and promote product sales with diversified promotion strategies.In addition,Guosen Securities Changsha business department also vigorously introduces and trains talents,optimizes service details and improves the environmental setting of the business department,so as to establish a positive and good brand image and improve product sales in many aspects.In order to realize the safeguarding strategy implementation plan of Changsha business department,perfect marketing system guarantee,human resources guarantee,technical guarantee,risk control mechanism and cultural construction guarantee should be established to make the formulation and determine the feasibility of marketing strategies and marketing analysis tools,convenient and efficient.Based on the empirical research and analysis of the current marketing situation of Changsha Sales Department of Guosen Securities,based on the comprehensive consideration of its internal and external marketing environment and the influence of relevant factors on the development of sales department’s marketing strategy,the corresponding marketing strategy plan designed for the department has practical value.And it has certain reference significance for the formulation and transformation of marketing strategies of the same type of securities institutions in China or in the same jurisdiction.