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The Marketing Strategy Analysis for the Brokerage Business of One of Huatai’s Securities Exchange Department

Author: XuZuo
Tutor: LiNaiHe
School: Shanghai Jiaotong University
Course: Business Administration
Keywords: Securities business department Market segmentation Market positioning Strategic Analysis
CLC: F832.39
Type: Master's thesis
Year: 2009
Downloads: 774
Quote: 5
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Abstract


The securities brokerage industry in China has experienced nearly two decades of development by industry monopoly operators gradually entered a period of perfect competition . If we say that the early stages of development of the capital market is a seller's market , buyers and sellers of securities companies that dominated the capital market has become a buyer's market and the increasingly fierce competition between securities companies . This competition in addition to relying on the strength of the securities company , marketing strategy , marketing tools also plays a very important role . Therefore , enhanced marketing awareness , strengthen marketing strategy analysis of securities companies in an invincible position in the competition . The domestic brokerage brokerage business units sales department , this paper aims to explore the broking service marketing strategies and programs to maximize the revenue of the business department . Wuxi Yongle Road business department of Huatai Securities selected as the object of study , through field questionnaire research work and existing customer data statistical analysis to compare the various aspects of data from market segmentation , the target market and market positioning analysis , and then carried out the study of the marketing strategy . The study combined with the actual situation of the business department , to build a system and framework of the basic theory of the \This article is a business descriptive text is divided into eight chapters: Chapter Introduction , introduces the research background and significance of the problem , the object , purpose , and research ideas and methods ; Chapter II introduces the thesis involved the theoretical , conceptual and analytical methods , the theoretical basis for the commencement of the study ; third and fourth , respectively, Wuxi Paradise Road business department external analysis and internal analysis ; Chapter Paradise Road business department transactions data do cluster analysis , customer segmentation , select target customers ; Chapter VI through market research , market positioning for investors Paradise Road business department business department attribute preferences ; 7P's Chapter VII of the business department service marketing strategy ; Chapter VIII of the conclusions and recommendations of this article , pointed out the inadequacies of this research , and further research directions .

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