【摘要】：證券公司開展各項經(jīng)紀(jì)業(yè)務(wù)的主要載體就是各個地區(qū)的證券營業(yè)部，目前一些地區(qū)的經(jīng)紀(jì)業(yè)務(wù)收入已經(jīng)占到了證券公司收入的一半以上，因此穩(wěn)健的發(fā)展證券營業(yè)部對于證券公司有積極的作用。但是，經(jīng)過了2008年的經(jīng)濟危機，，世界經(jīng)濟出現(xiàn)了減緩跡象，并且伴隨著歐洲債務(wù)危機等問題的出現(xiàn)，各個國家和地區(qū)的金融市場正處于低迷時期，這對于證券公司來說是較為惡劣的外部環(huán)境。同時，在金融市場中還存在大量的具有雄厚資金、具有先進的管理模式的證券公司來共同競爭市場上的業(yè)務(wù)，這些對于國聯(lián)證券公司都是嚴(yán)峻的考驗。介于此種背景下，傳統(tǒng)的經(jīng)紀(jì)業(yè)務(wù)模式已經(jīng)無法滿足市場的需求，交易傭金的持續(xù)下降也影響了證券公司的利潤。此時，證券公司就要更多的增加對營業(yè)部的管理，開展多種多樣的營銷措施，不斷的增強自身的核心競爭力，這些才能夠保證企業(yè)在未來的發(fā)展之路更加的平穩(wěn)。 本文在這樣大的背景下，通過分析國聯(lián)證券A營業(yè)部在營銷方面的現(xiàn)狀以及出現(xiàn)的問題并且考慮到當(dāng)前國聯(lián)證券A營業(yè)部面臨的外部環(huán)境和內(nèi)部環(huán)境，運用了SWOT分析法、PEST分析法還有比較分析法來進行分析，量身為國聯(lián)證券A營業(yè)部的發(fā)展打造了一套營銷策略，并且提出了相關(guān)的保障性措施；最后通過對于全文的總結(jié)，得出了要想使得A營業(yè)部能夠立足于不敗之地，就必須建立更加方便快捷的網(wǎng)絡(luò)，并且高效的利用網(wǎng)絡(luò)進行營銷。
[Abstract]:The main carrier for securities companies to carry out various brokerage business is the securities business departments in various regions. At present, the brokerage business income in some regions has already accounted for more than half of the securities companies' income. Therefore, the steady development of securities business department has a positive role for securities companies. However, after the economic crisis in 2008, the world economy has shown signs of slowing down, and with the emergence of the European debt crisis and other problems, the financial markets of various countries and regions are in the doldrums. This is a relatively bad external environment for securities companies. At the same time, in the financial market, there are a large number of securities companies with abundant funds and advanced management mode to jointly compete for the business in the market, which is a severe test for the Guolian Securities Company. In this context, the traditional brokerage business model has been unable to meet the demand of the market, and the continued decline of trading commission has also affected the profits of securities companies. At this time, the securities companies will increase the management of the business department, carry out a variety of marketing measures, constantly enhance their core competitiveness, which can ensure the future development of enterprises more stable. In such a big background, this paper analyzes the current situation and problems in marketing of Guolian Securities A business department, and takes into account the external and internal environment that Guolian Securities A business department is facing. Using SWOT analysis method and pest analysis method and comparative analysis method to analyze, tailored for the development of Guolian Securities A business department to create a set of marketing strategies, and put forward the relevant security measures; finally, through the summary of the full text, In order to make the A business department stand in an invincible position, it is necessary to establish a more convenient and fast network, and use the network to market efficiently.
【學(xué)位授予單位】：電子科技大學(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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