本文選題：證券營(yíng)業(yè)部　切入點(diǎn)：服務(wù)營(yíng)銷　出處：《廣西大學(xué)》2015年碩士論文

【摘要】：證券行業(yè)在市場(chǎng)化發(fā)展的大潮中,經(jīng)過(guò)多年的快速成長(zhǎng),已經(jīng)突顯出一定的實(shí)力和規(guī)模。但是從目前國(guó)內(nèi)外的證券市場(chǎng)對(duì)比來(lái)看,仍然是一個(gè)不夠成熟、有待完善的市場(chǎng)。國(guó)內(nèi)相當(dāng)數(shù)量的證券公司仍存在粗放經(jīng)營(yíng),業(yè)務(wù)品種過(guò)于單一,同質(zhì)化競(jìng)爭(zhēng)現(xiàn)象比較嚴(yán)重等特點(diǎn)。2007年之后,伴隨著中國(guó)資本市場(chǎng)的持續(xù)低迷,市場(chǎng)指數(shù)的加劇動(dòng)蕩,傳統(tǒng)證券經(jīng)紀(jì)業(yè)務(wù)的盈利能力在近五年來(lái)呈現(xiàn)加速下滑之勢(shì),各大券商面臨著嚴(yán)峻的考驗(yàn),證券業(yè)經(jīng)歷了又一個(gè)“寒冬”。在當(dāng)今復(fù)雜多變的市場(chǎng)環(huán)境下,如何調(diào)整經(jīng)營(yíng)策略獲得生存,成為營(yíng)業(yè)部的當(dāng)務(wù)之急。因此,通過(guò)對(duì)券商營(yíng)業(yè)部當(dāng)前營(yíng)銷策略研究,分析相應(yīng)對(duì)策,從而使其采取適合自身的營(yíng)銷策略。首先通過(guò)相關(guān)調(diào)研,對(duì)A證券公司營(yíng)業(yè)部營(yíng)銷策略進(jìn)行分析,得出問(wèn)題主要有：營(yíng)銷手段單一,員工福利待遇偏低,營(yíng)銷費(fèi)用不足,服務(wù)營(yíng)銷機(jī)制不靈活,產(chǎn)品線不豐富,營(yíng)銷人員整體素質(zhì)偏低等。其次,對(duì)A證券公司營(yíng)業(yè)部的所處的競(jìng)爭(zhēng)環(huán)境進(jìn)行分析,影響其發(fā)展的因素有：營(yíng)銷理念缺乏創(chuàng)新,券商之間傭金戰(zhàn)不斷等。營(yíng)業(yè)部在面對(duì)外部壓力的同時(shí)沒(méi)有能夠正視自身存在的問(wèn)題,在券商區(qū)域競(jìng)爭(zhēng)中略顯被動(dòng),導(dǎo)致一系列問(wèn)題。因此,本文將對(duì)營(yíng)業(yè)部的營(yíng)銷環(huán)境和影響因素進(jìn)行詳細(xì)的探索。最后,通過(guò)結(jié)合服務(wù)營(yíng)銷的7P理論,針對(duì)A證券公司河南營(yíng)業(yè)部營(yíng)銷策略問(wèn)題,通過(guò)對(duì)區(qū)域營(yíng)銷中的市場(chǎng)細(xì)分,找準(zhǔn)營(yíng)業(yè)部的定位。提出營(yíng)業(yè)部應(yīng)該加強(qiáng)營(yíng)銷團(tuán)隊(duì)建設(shè),提高客戶服務(wù)質(zhì)量和水平,針對(duì)基層營(yíng)業(yè)部拓展?fàn)I銷渠道、豐富理財(cái)展品等策略。鞏固自己的核心競(jìng)爭(zhēng)力,并通過(guò)一系列保障措施,使河南營(yíng)業(yè)部能夠獲得競(jìng)爭(zhēng)優(yōu)勢(shì)。
[Abstract]:After years of rapid growth, the securities industry has highlighted its strength and scale in the trend of market-oriented development.But from the current domestic and foreign securities market contrast, is still a immature market, to be improved.A considerable number of domestic securities companies still have the characteristics of extensive operation, too single business variety, serious homogeneous competition and so on. After 2007, with the continuous downturn of China's capital market, the market index intensifies the turbulence.In the past five years, the profitability of the traditional securities brokerage business has shown a tendency of accelerated decline. The major securities firms are facing a severe test, and the securities industry has experienced another "cold winter".In the complex and changeable market environment, how to adjust the management strategy to survive has become the business department's top priority.Therefore, through the research of the current marketing strategy of the business department of the securities company, the corresponding countermeasures are analyzed to make it adopt its own marketing strategy.First of all, through the relevant research, the marketing strategy of the sales department of A securities company is analyzed, and the main problems are: single marketing means, low employee welfare, insufficient marketing expenses, inflexible service marketing mechanism, not rich product line.The overall quality of marketing personnel is on the low side.Secondly, the paper analyzes the competitive environment of the business department of A Securities Company. The factors influencing its development are: the lack of innovation in marketing concept, the constant commission war among securities companies, etc.In the face of external pressure, the business department has not been able to face up to its own problems, which is a little passive in the regional competition of securities companies, leading to a series of problems.Therefore, this article will carry on the detailed exploration to the sales department marketing environment and the influence factor.Finally, by combining the 7p theory of service marketing, aiming at the problem of marketing strategy of Henan Business Department of A Securities Company, this paper tries to find out the orientation of the business department by subdividing the market in regional marketing.It is suggested that the sales department should strengthen the construction of the marketing team, improve the quality and level of customer service, expand the marketing channels and enrich the financial exhibits for the business department at the grass-roots level.Consolidate their core competitiveness, and through a series of safeguards, Henan business department can obtain competitive advantage.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F832.39

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本文編號(hào)：1695817