A Study on the Securites Firm Marketing Srategies

- Focused on the definition and introduction of "Securities Firm Marketing"

Jeong-Gi, Kim(Business Administraiond Departement Graduate School of Seoul National University)

I. Introduction

The Securities market of Korea has grown rapidly in recent years and the number of investors has increased greatly. So securities firm plays an important role in meeting the financial needs.

But the study on securities market in marketing side is very few. Then this study for the first time tried to define and introduce the definition of "Securities firm Marketing"

In the application of the theory and techniques of marketing to is service marketing and similar to Bank Marketing.

This study has the purpose of the contribution to the advance of productivity of securities firm marketing and to the development of strategies which can contribute to the securities industry.

II. Securities Firm Marketing System

Marketing for securities firm means all the function which can overcome the gap of place and time, and can transfer products and services created by securities firm economically and rationally from suppliers to demanders of users.

So it can be approached by the systematic method and this study uses two systems, macro and micro securities firm marketing system.

Securities industry is a media that linkages investors and the issuing company.

And it is surrounded very rapidly cnanging environments,

It is composed of many related organizations like securities firm, stock exchange market, SEC and so on.

III. Investors Analysis and Market Segmentation

Investors are very important in securities firm marketing, so they should be understood properly.

With the help of investor understanding, market segmentation of securities firm and target market selection can be performed.

This study segmented securities market on the basis of products of securities firm, functional basis and investors characteristics.

In the next step, securities firm select target markets under the consideration of his own firm and market.

IV. Securities Firm Marketing Strategies.

Securities Firm marketing strategies can be approached by service orientation approach and product orientation approach.

In the service orientation approach, many strategies were developed which counter the attributes of securities firm goods like intangibility, unseparability of service person and customer, heterogeneity of quality, seasonality and so on.

For the development of strategies, many theory and techniques were introduced, for example, molecular model, service encounter, internal marketing.

The concepts of symbiotic marketing and relationship marketing were introduced.

In the product orientation approach, marketing mix strategies based on 4P's framework - securities firm goods, price, channel, promotion - were developed in this study.

V. Conclusion

By the case study about the 'D' securities firm, I examined the applicability of the strategies that were developed in this study.

We all agree with the fact that the productivity of securities industry is very important, but it has many room to improve.

I hope that this study will make a contribution to this purpose, whatever small extent is may be.