【摘要】：中國證券市場經(jīng)過十幾年的發(fā)展，從單一做多機(jī)制到今天的多種投資手段，投資者可以通過雙向的投資組合來完善自身的投資策略，更多的投資者對于證券公司提供的單純通道服務(wù)也越來越來無法滿足，很多大型券商開始把營銷業(yè)務(wù)開展到網(wǎng)絡(luò)，而且這種網(wǎng)絡(luò)營銷體系的建立已經(jīng)逐漸的演變成為證券行業(yè)的一種趨勢。 網(wǎng)絡(luò)營銷業(yè)務(wù)是現(xiàn)代企業(yè)對外營銷工作的重要環(huán)節(jié)，由于證券公司客戶結(jié)構(gòu)復(fù)雜，分散于不同地域、不同行業(yè)，而且投資理念也都不同，標(biāo)準(zhǔn)化營銷服務(wù)的難度極大。證券公司如何針對證券公司的客戶特點(diǎn)建立有效的網(wǎng)絡(luò)營銷體系，對于加強(qiáng)證券公司管理，提升證券公司的競爭力具有重要意義。 本文首先對網(wǎng)絡(luò)營銷業(yè)務(wù)的意義及目標(biāo)進(jìn)行了介紹，梳理了開展網(wǎng)絡(luò)營銷業(yè)務(wù)的理論依據(jù)，分析了證券公司的網(wǎng)絡(luò)營銷業(yè)務(wù)的特點(diǎn)。隨后對G證券公司的經(jīng)營及網(wǎng)絡(luò)營銷業(yè)務(wù)進(jìn)行了介紹，通過對G證券公司網(wǎng)絡(luò)營銷業(yè)務(wù)現(xiàn)狀的分析，，提出了目前G證券公司網(wǎng)絡(luò)營銷業(yè)務(wù)存在的問題，分析了問題的成因。 在對G證券公司網(wǎng)絡(luò)營銷業(yè)務(wù)存在的問題進(jìn)行分析后，提出了應(yīng)在建立以證券公司總部網(wǎng)絡(luò)營銷平臺基礎(chǔ)上，根據(jù)各地分公司自身區(qū)域特點(diǎn)，服務(wù)客戶群體不同，制定各區(qū)域有差別的網(wǎng)絡(luò)營銷策略，從而完善集團(tuán)型證券公司網(wǎng)絡(luò)營銷的整體對策，最終實(shí)現(xiàn)證券公司總部及各個(gè)分支機(jī)構(gòu)的營銷目標(biāo)，以達(dá)到企業(yè)集團(tuán)資源優(yōu)化，實(shí)現(xiàn)企業(yè)集團(tuán)效益最大化。
[Abstract]:After more than ten years of development, investors can improve their investment strategies through two-way portfolios from a single multi-mechanism to a variety of investment instruments today. More and more investors are unable to satisfy the pure channel services provided by securities companies. Many large securities firms have begun to expand their marketing business to the Internet. And the establishment of this network marketing system has gradually evolved into a trend of the securities industry. The network marketing business is an important link of the foreign marketing work of the modern enterprise. Because the customer structure of the securities company is complex, scattered in different regions, different industries, and the investment idea is also different, the standardization marketing service is very difficult. How to establish an effective network marketing system according to the customers' characteristics of securities companies is of great significance to strengthen the management of securities companies and enhance the competitiveness of securities companies. This paper first introduces the significance and goal of the network marketing business, combs the theoretical basis of carrying out the network marketing business, and analyzes the characteristics of the securities company's network marketing business. Then it introduces the management and network marketing business of G securities company, and through the analysis of the current situation of the network marketing business of G securities company, puts forward the problems existing in the network marketing business of G securities company, and analyzes the causes of the problems. After analyzing the problems existing in the network marketing business of G Securities Company, this paper puts forward that based on the network marketing platform of the headquarters of the securities company, according to the regional characteristics of the local branches, the service customer groups are different. To formulate different network marketing strategies in different regions, so as to perfect the overall countermeasures of network marketing of group securities companies, and finally realize the marketing objectives of the headquarters and branches of securities companies, in order to optimize the resources of enterprise groups, Realize the enterprise group benefit maximization.
【學(xué)位授予單位】：吉林大學(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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