本文選題：品牌 + 品牌戰(zhàn)略��； 參考：《西南交通大學(xué)》2013年碩士論文

【摘要】：中國(guó)經(jīng)濟(jì)自改革開(kāi)放以來(lái)持續(xù)增長(zhǎng),在各個(gè)領(lǐng)域取得了突出的進(jìn)展,社會(huì)主義市場(chǎng)經(jīng)濟(jì)體制不斷完善。始于上世紀(jì)70年代的改革開(kāi)放,是中國(guó)這30多年來(lái)經(jīng)濟(jì)社會(huì)發(fā)展的基本背景。中國(guó)經(jīng)濟(jì)資本市場(chǎng)從91年建立,到今天有20多年的時(shí)間,資本的利用效率得到了極大程度的提升,為現(xiàn)今證券公司的發(fā)展提供了良好的機(jī)遇,我國(guó)正在從生存型向消費(fèi)型社會(huì)轉(zhuǎn)變,體現(xiàn)在消費(fèi)需求多樣化,基本物質(zhì)需求比列明顯降低,服務(wù)業(yè)在國(guó)民經(jīng)濟(jì)中占主導(dǎo)地位,金融服務(wù)業(yè)作為其中重要的一個(gè)環(huán)節(jié),證券公司是金融服務(wù)業(yè)的一個(gè)主要分支,如何提高證券公司的服務(wù)效率,如何擺正證券公司在金融服務(wù)業(yè)中所占的位置,證券公司如何發(fā)展一直在市場(chǎng)經(jīng)濟(jì)中困擾著我們。 在我國(guó)現(xiàn)階段,證券公司只靠著傳統(tǒng)的經(jīng)濟(jì)、自營(yíng)和投行業(yè)務(wù)已經(jīng)越來(lái)越跟不上市場(chǎng)的節(jié)奏,發(fā)展空間也越來(lái)越小,VC、PE、并購(gòu)重組等新型業(yè)務(wù)改變著證券公司的盈利模式,全面性的投資銀行呼之欲出,證券公司應(yīng)當(dāng)作為真正的投行,具備完備的支付功能,托管功能、自主柜臺(tái)交易功能、信用功能。而隨著我國(guó)GDP的逐年增加,有更多的金融以及金融產(chǎn)品需要服務(wù),這就要改進(jìn)證券公司的業(yè)務(wù)種類以及服務(wù)模式,提升證券公司整體經(jīng)營(yíng)、運(yùn)營(yíng)水平,具有重大的社會(huì)現(xiàn)實(shí)意義。 本論文針對(duì)招商證券股份有限公司的實(shí)際,遵循證券公司品牌的一般規(guī)律,運(yùn)用管理學(xué)的基礎(chǔ)理論和專門學(xué)科知識(shí),借鑒國(guó)內(nèi)外先進(jìn)的證券公司業(yè)務(wù)發(fā)展模式理念和成功經(jīng)驗(yàn),改進(jìn)公司的品牌戰(zhàn)略。通過(guò)對(duì)中國(guó)資本市場(chǎng)和證券行業(yè)的全面分析,為招商證券的發(fā)展道路識(shí)別和把握商業(yè)機(jī)會(huì)提供新的經(jīng)營(yíng)思維和理念。運(yùn)用戰(zhàn)略管理的思維,通過(guò)SWOT分析方法對(duì)公司的戰(zhàn)略進(jìn)行分析,重新確立了公司推行“勵(lì)新圖強(qiáng)、墩行致遠(yuǎn)”的核心價(jià)值觀和“成為中國(guó)頂尖的,打造全中國(guó)最佳投資銀行”為戰(zhàn)略目標(biāo)的愿景。在正確把握現(xiàn)有商機(jī)的情形下,建立一只高效、團(tuán)結(jié)、務(wù)實(shí)的服務(wù)團(tuán)隊(duì),為公司的戰(zhàn)略執(zhí)行提供保障,并通過(guò)新業(yè)務(wù)的開(kāi)拓與延伸,改進(jìn)之前客戶定位的缺失和模糊。 本論文通過(guò)對(duì)招商證券品牌戰(zhàn)略進(jìn)行探索和嘗試,旨在拋磚引玉,希望能為現(xiàn)實(shí)的科研和證券公司在處理具體問(wèn)題的時(shí)候提出一些解決辦法。
[Abstract]:China's economy has continued to grow since reform and opening up, has made outstanding progress in various fields, and the socialist market economic system has been continuously improved. The reform and opening up, which began in the 1970s, is the basic background of China's economic and social development in the past 30 years. Since the establishment of China's economic capital market in 1991 and more than 20 years since its establishment, the efficiency of capital utilization has been greatly improved, which provides a good opportunity for the development of securities companies today. Our country is changing from the survival type to the consumptive society, which is reflected in the diversification of the consumption demand, the obvious decrease of the basic material demand ratio, the dominant position of the service industry in the national economy, and the financial service industry as one of the important links. The securities company is one of the main branches of the financial service industry. How to improve the service efficiency of the securities company, how to correct the position of the securities company in the financial service industry, and how to develop the securities company in the market economy have been puzzling us all the time. At the present stage in our country, securities companies rely only on the traditional economy, and the self-employed and investment banking businesses have been unable to keep up with the pace of the market. The space for development is becoming smaller and smaller. The new business, such as mergers and acquisitions and reorganization, has changed the profit model of securities companies. A comprehensive investment bank is ready to emerge, and the securities company should be a real investment bank with complete payment function, trusteeship function, independent over-the-counter transaction function and credit function. With the increase of GDP in China, more financial and financial products need to be served. This will improve the business types and service models of securities companies, and enhance the overall management and operation level of securities companies. It is of great social significance. This paper aims at the reality of China Merchants Securities Co., Ltd., follows the general law of securities company brand, applies the basic theory and specialized subject knowledge of management, and draws lessons from the advanced business development model and successful experience of domestic and foreign securities companies. Improve the company's brand strategy. Through the comprehensive analysis of China's capital market and securities industry, this paper provides a new management thought and idea for the development of China Merchants Securities. With the thinking of strategic management and the analysis of the company's strategy by SWOT analysis method, the core values of the company's promotion of "strong new plan and strong" and "becoming the top of China" have been re-established. The vision of creating the best investment bank in China "is the strategic goal." Under the condition of correctly grasping the existing business opportunities, we should set up an efficient, United and pragmatic service team to provide guarantee for the company's strategic implementation, and through the development and extension of new business, we can improve the lack and ambiguity of customer orientation before. Through the exploration and attempt of the brand strategy of China Merchants Securities, this paper aims to offer some solutions to the practical scientific research and securities companies when dealing with specific problems.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F273.2;F832.39

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本文編號(hào)：1793202