【摘要】：2011年,國(guó)內(nèi)經(jīng)濟(jì)運(yùn)行出現(xiàn)流動(dòng)性過(guò)剩、部分產(chǎn)業(yè)供求失衡等新情況、新問(wèn)題,國(guó)際經(jīng)濟(jì)形勢(shì)復(fù)雜多變,國(guó)際大宗商品價(jià)格持續(xù)上漲。由于貨幣政策的轉(zhuǎn)向、房地產(chǎn)市場(chǎng)的變化、全球經(jīng)濟(jì)的放緩等因素,宏觀經(jīng)濟(jì)面臨較大的下行壓力。國(guó)家不斷加強(qiáng)并改善宏觀調(diào)控,經(jīng)濟(jì)快速增長(zhǎng),通脹壓力得到舒緩,宏觀調(diào)控取得了明顯的成效。 目前,證券行業(yè)是有史以來(lái)運(yùn)作最規(guī)范、財(cái)務(wù)最穩(wěn)健、基礎(chǔ)最雄厚的時(shí)期,同時(shí)也是行業(yè)因尚未具備核心競(jìng)爭(zhēng)力、專(zhuān)業(yè)服務(wù)營(yíng)銷(xiāo)能力不強(qiáng)而面臨壓力與挑戰(zhàn)的最關(guān)鍵的時(shí)期。不打造核心競(jìng)爭(zhēng)力,不創(chuàng)新服務(wù)營(yíng)銷(xiāo)體系,整個(gè)證券行業(yè)或?qū)⒈汇y行、信托等金融機(jī)構(gòu)進(jìn)一步邊緣化。 本文立足于大量的理論、實(shí)證分析,結(jié)合服務(wù)營(yíng)銷(xiāo)理論以及我國(guó)證券行業(yè)的現(xiàn)狀,對(duì)服務(wù)營(yíng)銷(xiāo)現(xiàn)狀進(jìn)行了較為細(xì)致、深入、客觀的評(píng)價(jià)和分析,并聯(lián)系我國(guó)資本市場(chǎng)的發(fā)展趨勢(shì)以及海外成熟市場(chǎng)的運(yùn)作經(jīng)驗(yàn),提出通過(guò)云營(yíng)銷(xiāo)概念、網(wǎng)絡(luò)營(yíng)銷(xiāo)概念,積極進(jìn)行創(chuàng)新。歷經(jīng)二十年風(fēng)雨之后,中國(guó)證券市場(chǎng)迎來(lái)了新的發(fā)展機(jī)遇,經(jīng)濟(jì)全球化、金融自由化、證券市場(chǎng)國(guó)際化潮流不僅改變了世界經(jīng)濟(jì)的發(fā)展格局,同時(shí)也改變了各國(guó)經(jīng)濟(jì)發(fā)展的內(nèi)外部環(huán)境。中國(guó)證券行業(yè)陷入生存困境,同時(shí)又面臨創(chuàng)新發(fā)展的歷史機(jī)遇。證券行業(yè)作為中國(guó)金融機(jī)構(gòu)的重要組成部分,正日益發(fā)揮著越來(lái)越重要的作用。面對(duì)證券市場(chǎng)的發(fā)展變化和行業(yè)的整體經(jīng)營(yíng)困境,針對(duì)服務(wù)營(yíng)銷(xiāo)現(xiàn)狀,應(yīng)運(yùn)用科學(xué)的方法,立足于求真務(wù)實(shí)的態(tài)度、大膽進(jìn)行創(chuàng)新工作、以持續(xù)穩(wěn)定健康發(fā)展為主題,進(jìn)行業(yè)務(wù)創(chuàng)新。 本文共分為五章進(jìn)行論述,第一章簡(jiǎn)要介紹本文研究的背景、明確研究的主要目標(biāo)及意義,概括介紹了研究的主要思路和方法及營(yíng)銷(xiāo)理論文獻(xiàn)。第二章在樹(shù)立服務(wù)基本概念及理論基礎(chǔ)上,進(jìn)一步闡述了市場(chǎng)營(yíng)銷(xiāo)和服務(wù)營(yíng)銷(xiāo)的概念及含義。第三章從服務(wù)營(yíng)銷(xiāo)在證券行業(yè)發(fā)展趨勢(shì)模式,指出服務(wù)營(yíng)銷(xiāo)在證券行業(yè)中地位日趨重要,提出了證券公司服務(wù)營(yíng)銷(xiāo)體系創(chuàng)新的必要性。第四章以國(guó)外、國(guó)內(nèi)幾家大型券商為實(shí)證研究對(duì)象,從服務(wù)營(yíng)銷(xiāo)現(xiàn)行管理模式進(jìn)行深入分析,介紹了美林證券、華泰證券、齊魯證券等證券公司在服務(wù)營(yíng)銷(xiāo)創(chuàng)新中的一些做法和先進(jìn)經(jīng)驗(yàn),明確了證券公司服務(wù)營(yíng)銷(xiāo)進(jìn)行體系創(chuàng)新應(yīng)推進(jìn)客戶關(guān)系管理及網(wǎng)絡(luò)服務(wù)營(yíng)銷(xiāo)的發(fā)展趨勢(shì)。第五章,從證券行業(yè)未來(lái)發(fā)展趨勢(shì),提出服務(wù)營(yíng)銷(xiāo)體系創(chuàng)新的兩種途徑：一是服務(wù)營(yíng)銷(xiāo)云體系的創(chuàng)新,二是是基于云服務(wù)營(yíng)銷(xiāo)網(wǎng)絡(luò)平臺(tái)的互聯(lián)網(wǎng)絡(luò)服務(wù)營(yíng)銷(xiāo)體系,通過(guò)闡述服務(wù)營(yíng)銷(xiāo)云體系主要理念、原則、架構(gòu)、管理、項(xiàng)目實(shí)施的要點(diǎn)和難點(diǎn)等方面,提出了服務(wù)營(yíng)銷(xiāo)云體系創(chuàng)新項(xiàng)目構(gòu)架和實(shí)現(xiàn)方式,設(shè)計(jì)云營(yíng)銷(xiāo)體系的基本框架。 本文的意義在于對(duì)證券公司服務(wù)營(yíng)銷(xiāo)的創(chuàng)新發(fā)展、如何進(jìn)行服務(wù)營(yíng)銷(xiāo)的創(chuàng)新提出了現(xiàn)實(shí)可行、較為獨(dú)特的創(chuàng)新思路,為探索證券市場(chǎng)、證券行業(yè)的創(chuàng)新發(fā)展之路提供了較為可行的理論依據(jù)。
[Abstract]:In 2011, there were some new problems such as excessive liquidity in domestic economic operation, imbalance in supply and demand of some industries, and new problems. The international economic situation was complicated and complicated, and international commodity prices continued to rise. Due to the shift of monetary policy, the change of the real estate market and the slowdown of the global economy, the macro-economy faces a great downward pressure. The country has continuously strengthened and improved macro-control, rapid economic growth, sustained inflation pressure, and macro-control has achieved remarkable results. At present, the securities industry is the most normative, financial most stable and the most abundant period of the time of operation, and it is also the most critical of pressure and challenge due to the lack of core competitiveness and the strong marketing capability of professional services. Period. No core competitiveness, no innovation service marketing system, whole securities industry or will be further edge by banking, trust and other financial institutions Based on a lot of theories, empirical analysis, combined service marketing theory and the present situation of securities industry in our country, this paper makes a thorough and objective analysis of the present situation of service marketing. Evaluation and analysis, and contact the development trend of China's capital market and the operating experience of overseas mature market, put forward the concept of cloud marketing, the concept of network marketing, product, After 20 years of wind and rain, China's securities market ushered in a new development opportunity, economic globalization, financial liberalization, the international trend of securities market not only changed the development pattern of the world economy, but also changed the economic development of all countries. The internal and external environment. China's securities industry is in the predicament of survival, and at the same time faces the development of innovation As an important part of China's financial institutions, the securities industry is playing an increasingly important role. The important role is to face the development change of the stock market and the overall operation dilemma of the industry. In view of the present situation of service marketing, we should use the scientific method, base on the attitude of seeking truth and pragmatism, boldly carry out innovation work, in order to keep stable and healthy development as the theme, The first chapter introduces the background of the research, the main objectives and significance of the research, and summarizes the main ideas and methods of the research. Chapter II, on the basis of establishing the basic concept and theory of the service, further expounds the marketing and service. Chapter three points out that service marketing plays an increasingly important role in the securities industry, and puts forward the service marketing of securities companies. The necessity of the system innovation is discussed in the fourth chapter. In the fourth chapter, some domestic large securities traders are the empirical research objects, and the current management mode of the service marketing is analyzed in depth. The paper introduces the development of securities companies such as Merrill Lynch, Huatai Securities and Qilu Securities in the service marketing innovation. Some practices and advanced experiences clearly show that the system innovation of securities company's service marketing should advance customer relationship management and network service. Chapter 5, from the future development trend of the securities industry, puts forward two ways to innovate the service marketing system: one is the innovation of the service marketing cloud system, the second is the Internet service marketing system based on the cloud service marketing network platform, The main ideas, principles, architecture, management, key points and difficulties of the implementation of the project have put forward the framework and implementation mode of the service marketing cloud system, and the cloud battalion is designed. The significance of this paper lies in the innovation and development of the service marketing of securities companies, how to carry on the innovation of service marketing, the realistic feasible and unique innovation thought, which is the way to explore the innovation and development of securities market and securities industry.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類(lèi)號(hào)】：F274;F832.39

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