Securities service marketing

Author: Li Hong
Publisher:
Publish Date: 2005-09-01
Features: With the development of China's capital market and the improvement of relevant laws and regulations, the competition among securities companies has become increasingly fierce, and the role of marketing in the operations of securities companies has become more important. If the capital market was a seller's market in its early stages, dominated by securities companies, then the current capital market has become a buyer's market, with competition among securities companies emerging and intensifying. From the primary issuance market to the secondary trading market, as well as emerging business markets (such as corporate mergers, wealth management activities, investment consulting, etc.), there is fierce competition for clients, business, and market share. Therefore, it is highly necessary to study the current status and development trends of China's securities market, providing theoretical and practical references for securities companies and personnel engaged in marketing activities. During our research, we found that although there are many experts and scholars in China who specialize in securities industry analysis and marketing practices, there is almost no overlap between the two fields. Those engaged in securities industry research tend to focus more on economic situation analysis, industry analysis, investment theories or techniques, while few study securities companies as research subjects and examine them from a marketing perspective. Similarly, those involved in marketing research generally rarely address securities marketing issues. Even in developed capitalist countries, there is a lack of specialized and systematic research on securities marketing. Therefore, theoretically speaking, securities marketing research not only contributes to the development and enrichment of marketing science but also to the development and enrichment of securities economics. The book is divided into four parts and ten chapters, providing a detailed explanation of how securities companies can carry out securities marketing. Part One covers the basic principles of securities marketing; Part Two discusses the basic methods of securities marketing; Part Three explores innovations in securities marketing management; and Part Four summarizes the entire book.