本文選題：證券營業(yè)部　切入點(diǎn)：營銷策略　出處：《北京交通大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：從2006年到2012年,我國股市經(jīng)歷了大起大落。代表性的上證指數(shù)一度到達(dá)6124點(diǎn)的歷史高點(diǎn),又一路狂跌至1664點(diǎn)。我國股民的投資理念受到重創(chuàng),投機(jī)心理受到抑制。各大券商間的競爭逐漸變得白熱化,相關(guān)問題日益突出,證監(jiān)會開始整頓和規(guī)范資本市場。 本文以探析D證券營業(yè)部遇到的銷售額下滑,市場份額減少,客戶不斷離開等問題為背景,結(jié)合市場動態(tài)和國家經(jīng)濟(jì)形勢,從理論和實(shí)際兩方面對該營業(yè)部面臨的內(nèi)部、外部因素進(jìn)行分析,總結(jié)了該營業(yè)部營銷方面的優(yōu)勢、劣勢、面臨的機(jī)會和威脅等情況,運(yùn)用服務(wù)營銷的相關(guān)理論,指出了通過差異化產(chǎn)品和優(yōu)質(zhì)服務(wù)、多方位營銷渠道、多樣化服務(wù)促銷、服務(wù)定價等策略,改善營業(yè)部營銷氛圍和環(huán)境,達(dá)到有效推進(jìn)營銷指標(biāo)、擴(kuò)大盈利范圍的目的。 文章首先介紹了證券營業(yè)部營銷策略概念、市場營銷環(huán)境、SWOT分析方法、服務(wù)營銷理念等理論。其次,運(yùn)用SWOT分析方法對該營業(yè)部面臨的宏觀經(jīng)濟(jì)環(huán)境、市場競爭狀況、市場供需情況以及該營業(yè)部內(nèi)部組織結(jié)構(gòu)、銷售渠道、產(chǎn)品構(gòu)成等情況進(jìn)行深入分析剖解,運(yùn)用服務(wù)營銷的相關(guān)理論,探析了解決問題的途徑。
[Abstract]:From 2006 to 2012, China's stock market experienced a big ups and downs. The representative Shanghai Stock Exchange index once reached a historical high of 6,124 points, then plummeted all the way to 1, 664 points. Speculative psychology was restrained. The competition among the major securities firms became more and more intense, and the related problems became increasingly prominent. The CSRC began to rectify and regulate the capital market. Based on the analysis of the problems encountered by D securities sales department, such as the decline in sales, the decrease of market share and the continuous departure of customers, this paper combines the market dynamics and the national economic situation, and analyzes the internal problems faced by the sales department from both theoretical and practical aspects. The external factors are analyzed, and the advantages, disadvantages, opportunities and threats faced by the sales department are summarized. By using the relevant theory of service marketing, the paper points out the multi-directional marketing channels through differentiated products and high-quality services. Diversification of service promotion, service pricing and other strategies to improve the sales department marketing atmosphere and environment, to effectively promote marketing targets, expand the profit range of the purpose. Firstly, the paper introduces the concept of marketing strategy, the marketing environment and the theory of service marketing. Secondly, the paper applies the SWOT analysis method to analyze the macroeconomic environment and the market competition situation faced by the business department. The situation of market supply and demand as well as the internal organization structure, sales channel and product composition of the sales department are analyzed and analyzed in depth, and the ways to solve the problems are analyzed by using the relevant theories of service marketing.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F832.39

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