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Southwest Securities Sales Department Jinan marketing strategy to explore M

Author: YuanZhe
Tutor: YangZhi
School: Huazhong University of Science and Technology
Course: Business Administration
Keywords: Market segmentation Strategic Analysis Strategic match Securities Marketing
CLC: F832.5
Type: Master's thesis
Year: 2011
Downloads: 95
Quote: 0
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Abstract


China's securities market after two decades of baptism, constantly absorbing advanced management mode and experience in line with international standards at the same time, the introduction of compliance management, in order to maintain the healthy development of the securities market escort. Along with the rapid development of the securities market, brokers the competitive situation has undergone tremendous changes, brokers began to re-examine their future path of development. China Securities Regulatory Commission in August 2007 began to implement classification regulation of securities firms, through the comprehensive strength considerations brokerage brokerage division level, in order to determine the scope of the business broker to carry out, this means that the broker took three years to complete the comprehensive management ended. In the comprehensive management process, in order to ensure the stability of securities markets and securities firms stakeholders, to prevent the risk of the occurrence of all levels of government and relevant regulatory organizations to adopt a two-pronged approach of governance, poorly run brokerage managed through injection or in the form of mergers be saved, so that investor protection and market exit long-term mechanism be established; Meanwhile, regulators are rated classified management of the brokerage, the excellent performance of the broker as an innovative pilot securities firms, the introduction of third-party depositories banking system to ensure that investors the legitimate rights and interests. Regulatory authorities also issued a series of policies to strengthen supervision of the securities industry, while ensuring the orderly development of the industry of compliance under the premise of improving market infrastructure, and supports a variety of new business has introduced, such as margin trading business, direct business, etc. to optimize the broker living environment for the future development of brokers to provide protection. At present, China is mainly engaged in the brokerage brokerage, investment banking and proprietary business, for now the broker brokerage business is still the main source of profit. It features three main business is different, because of the market and the market too closely, brokerage and proprietary business receive the previous two factors, price fluctuations in the market and in the case of a direct impact on brokerage revenues , once the bearish market, the performance of an inevitable decline in brokerage and even loss. In an increasingly competitive market, and investors continue to mature under the dual pressure, brokers to seek greater living space or expand the strength to raise funds through the listing, or the introduction of more advanced management experience to enhance their management level, digging their own advantages, the rational allocation of resources in response to market shocks. Therefore, the broker will enhance the competitiveness, the effective control of operating costs, improve customer service platform to work as a brokerage business critical point and the center around a variety of marketing activities carried out for the construction of a new marketing model brokerage business model laid a solid foundation. Sales broker brokerage business as the forefront not only bear the Securities Brokerage executive role also bear the broker's role of new business practices. Article will examine the object is set to Southwest Securities, Jinan M business department, with detailed statistics on the local financial markets and business in Jinan Ministry of comparing the situation of our customers, combined with in-depth investigations and studies, multi-level, all aspects of the analysis, Jinan M Sales conform to explore the current effective marketing service strategy. Articles related to securities brokerage business through basic inquiry, confessed Jinan securities market overview and in-depth analysis of the business department of Jinan M external and internal environment of the advantages and disadvantages exist; Finally, the proposed strategy in line with the development of sales department marketing services strategy, including the \Article based on the business department of Jinan M reality through the use of modern marketing theory Sales of existing marketing strategy for a detailed analysis, and strive to meet the sales department to find the current actual marketing service strategy, intense competition in the industry is today industry-wide sales department of marketing services strategy development and marketing services to carry out the work play a reference.

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CLC: > Economic > Fiscal, monetary > Finance, banking > China's financial,banking > Financial market
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