Research On The Marketing Strategy Of Wealth Management Business Of Small And Medium-Sized Securities Companies

In recent years,with the high-quality development of China’s economy,the per capita distributable income of domestic residents has significantly increased,and there has been a growing demand for wealth preservation and appreciation services in the market.The wealth management market has ushered in new huge development opportunities.However,the current dividend reduction in the securities industry system and the continuous intensification of industry competition have led to a polarization between small and medium-sized securities firms and large securities firms,and the gap is constantly expanding.The competitive advantages of leading securities companies have been further strengthened,and a high concentration ratio competition situation has been formed.Therefore,for small and medium-sized securities firms,it is imperative to shift their brokerage business layout to a wealth management model.This article takes Datong Securities as the research object,utilizing research methods such as literature research,case analysis,field research,and interviews,and adopting the research approach of "proposing problems-analyzing problems-solving problems".Firstly,it proposes the current situation faced by small and medium-sized securities firms and the reasons for the transformation of wealth management;Secondly,through literature research,the current research status of wealth management at home and abroad was organized and summarized,and relevant theories of wealth management were studied,providing theoretical support for the subsequent content;Then analyze the macro environment faced by the wealth management work of small and medium-sized securities firms,including the macro environment(PEST analysis)and industry competition environment(Porter’s Five Forces model),and use case analysis method to take Datong Securities as an example to briefly describe the development process of Datong Securities’ wealth management,analyze the internal environment of the company,and use SWOT analysis method to analyze and summarize internal and external environmental factors,striving to understand competitors and customers,Clarify one’s own abilities and advantages,and identify the current problems in the wealth management business of Datong Securities,in order to summarize the current problems faced by small and medium-sized securities firms.Next,the STP analysis method is used to subdivide the customer group into market segmentation according to different standards,select the target market,and clarify the market positioning,so as to provide a basis for subsequent differentiated services.Based on the 7P marketing theory,an improvement plan for wealth management business marketing measures is developed around differentiated product promotion,differentiated pricing,diversified channel strategies,diversified promotion strategies,improving employee quality,optimizing service processes,and tangible display strategies;Finally,a summary and outlook are provided for the entire article.In summary,the transformation of wealth management business is an inevitable path that securities companies must go through in their development,and it is also an opportunity to promote the company’s development and break through obstacles.I hope to conduct in-depth research on the wealth management business of Datong Securities,in order to provide scientific support for solving the difficulties in the development of wealth management business for small and medium-sized securities firms and enhancing the company’s core competitiveness.At the same time,I hope to provide reference for other small and medium-sized securities firms to develop wealth management business,thereby further promoting the healthy and sustainable development of China’s wealth management market.