發(fā)布時間：2018-06-08 04:22

  本文選題：金融市場營銷 + 證券營業(yè)部��； 參考：《西南財(cái)經(jīng)大學(xué)》2013年碩士論文

【摘要】：證券市場是我國資本市場的重要組成部分,其對資本市場的健康發(fā)展又起到重要的作用。證券公司在長期的政府政策保護(hù)和行業(yè)壟斷下形成的經(jīng)紀(jì)業(yè)務(wù)經(jīng)營模式存在很多問題,而且在新的形勢下還面臨諸多挑戰(zhàn),這使得我國證券公司證券經(jīng)紀(jì)業(yè)務(wù)的經(jīng)營舉步維艱,陷入了連續(xù)幾年行業(yè)整體下滑的困境。因此,分析我國證券營業(yè)部經(jīng)紀(jì)業(yè)務(wù)的經(jīng)營模式存在的問題、面臨的挑戰(zhàn)以及如何轉(zhuǎn)型和創(chuàng)新是目前我國證券行業(yè)繼續(xù)解決的的重要課題。 我國證券經(jīng)紀(jì)業(yè)務(wù)未來的發(fā)展趨勢是經(jīng)紀(jì)業(yè)務(wù)服務(wù)內(nèi)容從通道型向理財(cái)型轉(zhuǎn)變,網(wǎng)上證券和手機(jī)證券將成為主流交易方式,以證券客戶經(jīng)理制度為核心的營銷組織模式日益成熟,客戶管理模式由粗放型向集約型轉(zhuǎn)變,集中交易模式將逐步取代分散交易模式,經(jīng)紀(jì)業(yè)務(wù)的形態(tài)由現(xiàn)場交易向非現(xiàn)場交易轉(zhuǎn)變。 本文首先運(yùn)用PSET理論工具通過對X證券營業(yè)部所處的宏觀和微觀環(huán)境以及其營銷現(xiàn)狀、優(yōu)劣勢等方面作出分析研究,進(jìn)而找出X證券營業(yè)部營銷工作存在的問題,研究發(fā)現(xiàn)其營銷停留于表面,缺乏詳盡可行的營銷策略,客戶分類過于簡單,缺乏科學(xué)的細(xì)分方法,以總公司考核指標(biāo)為中短期目標(biāo),忽視了以客戶為中心的長期目標(biāo),營銷人員數(shù)量少流動性大,不利于營銷團(tuán)隊(duì)的建設(shè),營銷人員的日常管理和培訓(xùn)問題,對營銷部門的資源投放不足,為營銷部門配套的服務(wù)管理崗位缺失,以及營銷渠道建設(shè)和維護(hù)跟不上營業(yè)部的發(fā)展等問題。 最后針對營業(yè)部營銷過程中存在的問題,通過運(yùn)用營銷4Ps策略,從金融產(chǎn)品、定價、渠道和促銷四大方面規(guī)劃相應(yīng)的策略,提出無差別型基本產(chǎn)品以及產(chǎn)品增值服務(wù)和改進(jìn)產(chǎn)品策略、差異化定價策略,營業(yè)部應(yīng)尋找多樣化的渠道策略,充分挖掘潛在合作金融機(jī)構(gòu)渠道,加強(qiáng)各種促銷活的開展等多樣化策略。再者從營銷理念的轉(zhuǎn)變、人員的培訓(xùn)和項(xiàng)目資金保障進(jìn)行了研究對策,為了營業(yè)部營銷策略的順利實(shí)施提供保障。 本文運(yùn)用證券市場營銷的理論工具和方法,通過對證券行業(yè)宏微觀環(huán)境的研究分析,并以X證券營業(yè)部的實(shí)際經(jīng)營為案例,總結(jié)出針對該證券營業(yè)部的營銷策略,希望在對X證券營業(yè)部的經(jīng)營管理提供一定幫助的同時,還能對證券行業(yè)的發(fā)展貢獻(xiàn)自己微薄之力。
[Abstract]:The securities market is an important part of the capital market in China, which plays an important role in the healthy development of the capital market. There are many problems in the management mode of brokerage business formed by securities companies under the long-term government policy protection and industry monopoly, and they also face many challenges under the new situation, which makes the operation of securities brokerage business of securities companies in our country difficult. In a row for several years the industry as a whole decline in the predicament. Therefore, this paper analyzes the problems existing in the business model of brokerage business in China's securities business department. The challenge and how to transform and innovate are the important problems that our securities industry continues to solve at present. The future development trend of securities brokerage business in China is that the service content of brokerage business changes from channel type to financial management type. Online securities and mobile securities will become the mainstream trading methods. The marketing organization mode, which takes the securities account manager system as the core, is becoming more and more mature, and the customer management mode is changing from extensive to intensive. The centralized trading model will gradually replace the decentralized trading model, and the mode of brokerage business will be changed from the field transaction to the off-site transaction. Firstly, this paper uses PSET theory tools to analyze the macro and micro environment of X securities business department and its marketing status. By analyzing the advantages and disadvantages, the author finds out the problems existing in the marketing work of X securities sales department. The research finds that the marketing of X securities department stays on the surface, lacks the detailed and feasible marketing strategy, the customer classification is too simple, and lacks the scientific subdivision method. Taking the head office assessment index as the medium and short term goal, neglecting the long-term goal of taking the customer as the center, the number of marketing personnel is less mobile, which is not conducive to the construction of the marketing team, the daily management and training of the marketing personnel. Lack of resources for marketing departments, lack of supporting service management posts for marketing departments, and problems such as the construction and maintenance of marketing channels cannot keep up with the development of business departments, etc. Finally, the problems existing in the marketing process of sales departments are addressed. By using the 4Ps strategy of marketing, this paper plans the corresponding strategies from four aspects of financial products, pricing, channels and promotion, and puts forward the strategies of non-differentiated basic products and product value-added services, improving product strategies, and differentiated pricing strategies. The sales department should look for diversified channel strategies, fully tap the channels of potential cooperative financial institutions, and strengthen various diversification strategies such as promotion activities. Furthermore, from the change of marketing concept, the training of personnel and the project fund guarantee, the research countermeasures are carried out to provide the guarantee for the smooth implementation of the marketing strategy of the sales department. This paper uses the theoretical tools and methods of securities marketing. Through the research and analysis of the macro and micro environment of the securities industry, and taking the actual operation of the X securities business department as an example, this paper summarizes the marketing strategy for the securities business department, hoping to provide some help for the operation and management of the X securities business department at the same time. Can also contribute to the development of the securities industry their own modest contribution.
【學(xué)位授予單位】：西南財(cái)經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F832.39;F274

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本文編號：1994440