Research On The Improvement Of Marketing Strategy Of Asset Management Business Of Chasing Securities Company

With the domestic wealth accumulating rapidly,the investment and wealth management market demand keeps expanding,which provides a better foundation to carry out asset management business comprehensively.Nowadays,the supervision of asset management business in China is very strong,and the competition in this market is also extremely fierce.Therefore,it is one of the most urgent problems faced by the asset management department of Chasing Securities Company to create more economic benefits for the company.In order to survive in the increasingly fierce competitive environment,Chasing Securities Company should set up marketing strategies in accordance with its own specific conditions,form better management ability and product investment income,and expand product management scale,while control the potential risks of the market so as to develop and operate steadily.This paper takes Chasing Securities Company as the research object to deeply study the improvement scheme of marketing strategy.First of all,starting from the current marketing strategy of the company’s asset management business,taking the macro environment,industry environment and the internal environment into consideration,the paper points out the existing problems of assent management business market.Meanwhile,the paper analyses its predominance and inferior position,along with opportunities and risks by SWOT,which indicates the future development direction of its asset management business.Moreover,a more suitable scheme is designed,from the dimensions of products and services,marketing channels and brands.And relevant implementation and guarantee measures are formulated in terms of organizing structures,human resources,training and assessments,regulatory framework and information systems,after which the effect is preliminarily evaluated.The research testifies that through the modified study on the marketing strategy of asset management business of Chasing Securities Company,constructive suggestions for the development of asset management business of Chasing Securities Company can be provided,manifesting a certain referential value for brokerage business and investment-banking business of the company to achieve the goal of expanding the scale of asset management business and to build its own brand.Some thoughts and ideas for other domestic securities companies to develop asset management business can also be offered at the same time.