Marketing Strategy of Brokerage Business of Shanxi Securities Company, China
Article Sidebar
Main Article Content
Abstract
Research objectives were to explore the industry competition environment that Shanxi Securities Company (SSC) faced in developing brokerage business. Defined the Company’s competitive advantages marketing strategy by TOWS Matrix. Result found: marketing status: Product and Quotation Strategy; Customer Relationship Management Strategy; Marketing Channel Strategy. The Problems Existing in the Marketing: Vague Product Positioning; Low Customer Willingness to Pay; Low Brand Awareness; Customers were not satisfied with service staffs. The Analysis on the Causes of the Marketing Problems in the Brokerage Business: Lack of Scientific Product Analysis System; Single Product Quotation; High-level Neglect of Online Channel Construction.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.
Articles published in the Journal of Management Science and Accounting Uttaradit Rajabhat University It is the copyright of Uttaradit Rajabhat University.
Articles published in Journal of Management Science and Accounting Uttaradit Rajabhat University Considered to be the personal opinion of the writer. The editorial board does not have to agree. Authors are responsible for their own articles.
Authors who publish agree to the following terms:
- Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Attribution-NonCommercial-NoDerivatives 4.0 International (CC BY-NC-ND 4.0) that allows others to share the work with an acknowledgment of the work's authorship and initial publication in this journal.
- Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgment of its initial publication in this journal.
- Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work.
References
Chen Bo. (2018). The influence of Internet finance on the brokerage business of securities firms. Cooperative Economy and Technology (5), 16-18.
Chen Jingni. (2020). Research on the Marketing Strategy of A Securities Company's Brokerage Business in the Context of Internet Finance. (Doctoral dissertation, Huaqiao University).
Feng Minghua, Hu Xiangbin, Xiong Shuang, et al. (2018). Research on the development status and supervision of robot-advisors. Innovation and development: China Securities Industry 2017 Proceedings.
Li Yaodong. (2020). Research on the management strategy of securities investment business under the background of big marketing. Modern Marketing (1), 30.
Ma Guangti. (2006). The centralized evolution of securities trading methods under informatization. China Information Industry (11), 3.
Shi Jingquan. (2019). What are the characteristics of A-share investors?. Money Weekly (10), 1.
Zhang Zhe. (2011). On the excessive competition and commission system reform in my country's securities brokerage industry. Administrative Undertaking Assets and Finance, (24), 54-55.
Zhou Xuanbo. (2019). Research on the relationship between household stock investment behavior and household financial asset portfolio risk. Times Finance (23), 91-96.