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Ping An Securities brokerage business Marketing Strategy

Author: WangYu
Tutor: WangZuo
School: Northwestern University
Course: Business Administration
Keywords: Securities Brokerage Marketing Strategy
CLC: F832.39
Type: Master's thesis
Year: 2011
Downloads: 250
Quote: 0
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Abstract


Along with the development of China's capital market , the rapid development of Chinese securities companies , securities brokerage business is the most important and basic business operations , one of them on the sustainable development of China's securities market an important role . With the decline in the securities market in 2001 , the stock market started by a seller to a buyer's market, business strategy adjustment is essentially marketing paradigm shift in the securities industry in the current context of increasing competition , the choice of the best marketing model particularly important in terms of the securities brokerage business . In this paper, Ping An Securities Company, as the research object, analyzed from various aspects of Ping An Securities Company's brokerage business situation, identify problems and causes of and design of the new marketing strategy. The article first introduces the research background and marketing strategy is important , a brief introduction to marketing in the securities brokerage business in an important position . Secondly, the basic theory of marketing and securities marketing theory of the sort , find the appropriate securities brokerage business marketing theory support. Again, Ping An Securities Company through field investigation and visited some of the security aspects of the backbone of the elite marketing personnel , while the Shenzhen every major securities firm marketing model to conduct research with Ping An Securities Company's brokerage business marketing model relative ratio of Ping An Securities is currently marketing to analyze the situation , identify problems and reasons , combined with Ping An Securities Company to customer service on the stock brokerage business as the focus of the future , a new marketing ideas and patterns. In the design process of marketing strategy , the scientific theory and Shenzhen Ping An Securities characteristics are combined to create marketing system , from product , price, sales promotion aspects of construction strategy and proposed strategies implemented corresponding measures. This thesis studies the use of questionnaires, field research method, the merits of comparative analysis , case study, a comprehensive analysis of law in the securities marketing theory and methods are summarized and discussed , to proceed from a marketing factors , combined with puts forward the company's actual improvement measures and methods , the central raised around customer marketing strategy for the future improvement and enhancement company has a reference.

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Financial organizations, banks > Other financial organizations
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