【摘要】：我國的證券市場經(jīng)歷了壟斷高速發(fā)展、傭金自由化后的發(fā)展、現(xiàn)在的穩(wěn)步發(fā)展幾個階段,發(fā)展至今,投資者的選擇性明顯增強,在市場中的談判地位不斷提高,投資者被動接收券商出售的“商品”的局面已得到根本改變。為此,券商應(yīng)積極調(diào)整思維,把為客戶提供全方位服務(wù)作為券商的責(zé)任和最基本的經(jīng)營原則,協(xié)調(diào)和調(diào)動內(nèi)部各方面的資源,形成多層次的服務(wù)網(wǎng)絡(luò),迎合客戶多方面的需求。證券經(jīng)紀(jì)業(yè)務(wù)如何轉(zhuǎn)型來形成自己的品牌,在激烈的市場競爭中占據(jù)有利的地位并取得最后的勝利,已經(jīng)成為眾多券商亟待解決的問題。針對這一系列的問題,有必要對證券公司服務(wù)營銷的轉(zhuǎn)型及發(fā)展方向進(jìn)行探討。 本文以方正證券為案例,對方正證券的服務(wù)營銷進(jìn)行了分析。首先,從國內(nèi)外的相關(guān)理論入手,分析7PS理論和服務(wù)營銷理論的相關(guān)概念和發(fā)展,并對證券業(yè)服務(wù)營銷進(jìn)行了綜述。其次,對方正證券的現(xiàn)狀進(jìn)行分析,并分析方正證券的內(nèi)外部環(huán)境,對產(chǎn)品結(jié)構(gòu)、團(tuán)隊建設(shè)、公司文化幾個內(nèi)部環(huán)境分析,再對行業(yè)環(huán)境、競爭格局幾個外部環(huán)境進(jìn)行分析,指出了方正證券進(jìn)行服務(wù)營銷的必要性。再次,根據(jù)方正證券存在的問題,從營銷的7PS和客戶關(guān)系管理(CRM)角度分析和制定方正證券的營銷策略,包括市場細(xì)分、總體思路和具體服務(wù)營銷策略組合。最后,為保證公司發(fā)展戰(zhàn)略的實施,本文針對性地提出了更新服務(wù)觀念與模式、完善客戶服務(wù)體系、搭建人力資源管理體系等保障方正證券服務(wù)營銷策略實施的建議。 本文通過對方正證券股份有限公司服務(wù)營銷的研究和相關(guān)策略的制定,對公司的可持續(xù)發(fā)展具有重大的實際意義,也對其他從事證券或金融行業(yè)等相關(guān)企業(yè)有一定參考價值。
[Abstract]:The securities market of our country has experienced the rapid development of monopoly and the development of commission liberalization. Now it has developed steadily in several stages. Up to now, the selectivity of investors has been obviously enhanced, and the negotiating position in the market has been continuously improved. Investors passively received securities companies to sell the "commodity" situation has been fundamentally changed. Therefore, the securities companies should actively adjust their thinking, regard providing all-round service to customers as their responsibility and the most basic operating principle, coordinate and mobilize the internal resources, form a multi-level service network, and meet the needs of customers in many aspects. How to transform the securities brokerage business to form its own brand, occupy a favorable position in the fierce market competition and win the final victory, has become a problem to be solved by many securities companies. In view of this series of problems, it is necessary to discuss the transformation and development direction of securities company service marketing. This paper takes Fang Zheng Securities as a case, and analyzes the service marketing of the other side positive Securities. Firstly, this paper analyzes the related concepts and development of 7PS theory and service marketing theory, and summarizes the service marketing of securities industry. Secondly, the current situation of the other side is analyzed, and the internal and external environment of Fangzheng Securities is analyzed. The internal environment of product structure, team building, company culture is analyzed, and then the external environment of industry environment and competition pattern are analyzed. The necessity of Fangzheng Securities Service Marketing is pointed out. Thirdly, according to the existing problems of Fangzheng Securities, this paper analyzes and formulates the marketing strategy of Fangzheng Securities from the perspective of 7PS and (CRM), including market segmentation, general thinking and the combination of specific service marketing strategies. Finally, in order to ensure the implementation of the company's development strategy, this paper puts forward some suggestions to guarantee the implementation of Fangzheng's securities service marketing strategy, such as renewing the service concept and model, perfecting the customer service system, and setting up the human resource management system. Through the research of service marketing and the formulation of related strategies, this paper has great practical significance for the sustainable development of the company, and also has certain reference value for other related enterprises engaged in securities or financial industry.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.39;F274

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