| With the continuous development of China’s financial market and the increasing degree of openness,the growth of the traditional economic business income of securities enterprises gradually slowed down,and even showed a downward trend.In the face of this situation,major securities enterprises began to transform to wealth management,and wealth management business has become a new profit growth point of securities enterprises.However,at the same time,with the participation of major securities enterprises,the competition of wealth management business is also intensifying.How to improve their competitive advantage of wealth management business has become a common problem faced by all securities enterprises.Wealth management business is an intangible product,and its effective service marketing strategy has become the key to enhance the competitive advantage.However,from the perspective of the existing marketing practice of securities enterprises,the implementation effect of marketing still needs to be improved,and the importance of service is ignored,and it is difficult to give full play to the role of marketing in improving the competitive advantage of wealth management business.This study will combine the actual situation of the wealth management business of the securities enterprises,and conduct a research on their marketing strategy,hoping to help the securities enterprises to solve the problems in the marketing,and provide the corresponding reference for the better implementation of the wealth management business service marketing strategy.Based on this,this study uses the case study method,taking GD Securities Company as the main research object,to study the marketing strategy of its financial management business.Firstly,on the basis of combing the research of domestic and foreign scholars,the relevant theories involved in the paper are expounded;secondly,a fixed theoretical analysis model is used to analyze the marketing environment of the wealth management business of GD securities company.Considering the opportunities and threats in the marketing environment of GD Securities Company,it requires the enterprise to combine its own advantages to reverse its disadvantages and better cope with the changes of the external environment.Then,we analyze the current marketing strategy from the perspective of service marketing,and identify the existing problems with the help of interview method.It is found that in the current case,there are unreasonable product structure,relatively weak price advantage,imperfect construction channels,old promotion activities,low personnel service ability and extensive process management.Finally,the STP strategy is used to define the target market and market positioning of enterprises in the market segment.With this as a guidance,combined with the SWOT analysis results,under the framework of7 P marketing combination theory,from the product,pricing,channel,promotion and other aspects,formulated the service marketing strategy optimization plan,and put forward the corresponding safeguard measures.This study suggests that the optimization of the marketing strategy of the financial management business of GD Securities Company focuses on the following aspects:(1)enriching the product structure,Increase the supply of products for high-net-worth customers,Innovative product configuration portfolio;(2)Pricing based on product nature and customer value,Actively use user-lock pricing strategies;(3)Optimize the physical network management mode,Strengthen the construction of third-party channels,such as banks,Continue to develop online channels;(4)Implement the joint promotion of non-financial institutions,Introduce new media to promote publicity and promotion,Deepen the interaction of theme activities;(5)Strengthen the training of marketing personnel,Optimize the employee assessment and incentive system;(6)Establish an advisory service system,To determine the professional and standardized service standards;(7)Strengthen the physical display of personnel and the network.At the same time,GD securities companies should also implement the system,the mechanism,and the concept of the safeguard measures. |
