本文選題：證券營業(yè)部　切入點：服務營銷　出處：《廣西大學》2015年碩士論文

【摘要】：證券行業(yè)在市場化發(fā)展的大潮中,經(jīng)過多年的快速成長,已經(jīng)突顯出一定的實力和規(guī)模。但是從目前國內(nèi)外的證券市場對比來看,仍然是一個不夠成熟、有待完善的市場。國內(nèi)相當數(shù)量的證券公司仍存在粗放經(jīng)營,業(yè)務品種過于單一,同質(zhì)化競爭現(xiàn)象比較嚴重等特點。2007年之后,伴隨著中國資本市場的持續(xù)低迷,市場指數(shù)的加劇動蕩,傳統(tǒng)證券經(jīng)紀業(yè)務的盈利能力在近五年來呈現(xiàn)加速下滑之勢,各大券商面臨著嚴峻的考驗,證券業(yè)經(jīng)歷了又一個“寒冬”。在當今復雜多變的市場環(huán)境下,如何調(diào)整經(jīng)營策略獲得生存,成為營業(yè)部的當務之急。因此,通過對券商營業(yè)部當前營銷策略研究,分析相應對策,從而使其采取適合自身的營銷策略。首先通過相關調(diào)研,對A證券公司營業(yè)部營銷策略進行分析,得出問題主要有：營銷手段單一,員工福利待遇偏低,營銷費用不足,服務營銷機制不靈活,產(chǎn)品線不豐富,營銷人員整體素質(zhì)偏低等。其次,對A證券公司營業(yè)部的所處的競爭環(huán)境進行分析,影響其發(fā)展的因素有：營銷理念缺乏創(chuàng)新,券商之間傭金戰(zhàn)不斷等。營業(yè)部在面對外部壓力的同時沒有能夠正視自身存在的問題,在券商區(qū)域競爭中略顯被動,導致一系列問題。因此,本文將對營業(yè)部的營銷環(huán)境和影響因素進行詳細的探索。最后,通過結(jié)合服務營銷的7P理論,針對A證券公司河南營業(yè)部營銷策略問題,通過對區(qū)域營銷中的市場細分,找準營業(yè)部的定位。提出營業(yè)部應該加強營銷團隊建設,提高客戶服務質(zhì)量和水平,針對基層營業(yè)部拓展營銷渠道、豐富理財展品等策略。鞏固自己的核心競爭力,并通過一系列保障措施,使河南營業(yè)部能夠獲得競爭優(yōu)勢。
[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.
【學位授予單位】：廣西大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F274;F832.39

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本文編號：1695817