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Research on Relationship Marketing in the Brokerage Business in Huatai Securities

Author: GuoQiaoLing
Tutor: WanHua
School: Shenyang University of Technology
Course: Business management
Keywords: Brokerage Relationship marketing Customer Satisfaction Customer relationship management
CLC: F832.51
Type: Master's thesis
Year: 2011
Downloads: 147
Quote: 0
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Abstract


Securities brokerage business is the main source of business and profits. With the liberalization of the control commission and the accelerated process of international standardization, the securities industry has also shifted from a seller’s market into a buyer’s market, and the securities brokerage business monopolised by the industry gradually entered into a fully competitive period. While the brokerage industry monopoly was gradually broken, most securities companies are struggling in the loss of the edge, especially when the market is not good. The brokerage business that is dominant in the four business in securities company as a long-term also has comed forth many issues, such as the shrinking market, the customer loss and the fell profits. In this case, Huatai Securities must pay attention to relationship marketing and implement relationship marketing to improve their competitiveness in the brokerage business.Relationship marketing is the new concept that adapt to the needs of the modern market economy, and the new method of business management. In this paper, the researched object is Huatai Securities brokerage business. Base on the study theory of the relationship marketing, it analysed the status in quo of Huatai Securities brokerage business, the necessity、the feasibility、and the cultural relevance of implementing relationship marketing in Huatai Securities. In addition, visiting experts and other securities company’s client manager, refering the theory at home and abroad, and the environment of domestic securities industry, it comed to the 11 factors that the impact of customer demand for the securities. The questionnaire was designed and analyzed by SPSS software. Finally, this paper mainly discussed how to implement Relationship Marketing in Huatai Securities in the four aspects: how to handle the relationship with the affected persons, the customer, the internal market,the competition and cooperation between networks base on relationship marketing. The application of relationship marketing in the securities brokerage business can make Huatai Securities in favor of the position in fierce industry competition and the challenge of strong international competitors. This study has important significance for Huatai Securities, the development of securities companies in China and the reform of the deepening financial system.

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