本文選題：國(guó)盛證券 + 四平英雄街營(yíng)業(yè)部�。� 參考：《吉林大學(xué)》2015年碩士論文

【摘要】：經(jīng)紀(jì)業(yè)務(wù)是證券公司的傳統(tǒng)項(xiàng)目，證券公司通過(guò)交易系統(tǒng)接受客戶(hù)交易指令進(jìn)行委托，收取交易傭金。2013年的行業(yè)經(jīng)營(yíng)數(shù)據(jù)表明，在115家證券公司中90.4%的證券公司當(dāng)年實(shí)現(xiàn)了盈利，營(yíng)業(yè)收入累計(jì)為1592.4億元，利潤(rùn)累計(jì)440.21億元。從收入結(jié)構(gòu)分析，經(jīng)紀(jì)業(yè)務(wù)貢獻(xiàn)度再次提升，實(shí)現(xiàn)凈收入759.21億元。分析2013年的證券市場(chǎng)背景，全年新股發(fā)行基本處于暫停狀態(tài)，股票交易再次活躍，催生了經(jīng)紀(jì)業(yè)務(wù)收入的大幅增長(zhǎng)。因此，對(duì)券商來(lái)說(shuō)，資本中介業(yè)務(wù)要受到多種因素的影響，經(jīng)紀(jì)業(yè)務(wù)仍然是券商穩(wěn)定發(fā)展的基石。 依據(jù)2013年發(fā)布的《證券公司分支機(jī)構(gòu)監(jiān)管規(guī)定》：券商開(kāi)設(shè)營(yíng)業(yè)部只要向當(dāng)?shù)刈C監(jiān)局進(jìn)行上報(bào)審批即可，不再受到數(shù)量和地區(qū)的制約�；诒O(jiān)管部門(mén)放開(kāi)了對(duì)券商增設(shè)營(yíng)業(yè)網(wǎng)點(diǎn)的限制，券商均加大了力度，進(jìn)行營(yíng)業(yè)網(wǎng)絡(luò)的擴(kuò)張。與此同時(shí)，經(jīng)紀(jì)業(yè)務(wù)的競(jìng)爭(zhēng)也日趨殘酷，綜合傭金水平不斷下降，壓縮傳統(tǒng)利潤(rùn)來(lái)源，傭金戰(zhàn)已經(jīng)成為各大券商爭(zhēng)奪客戶(hù)、增加交易量的最常用手段，直接導(dǎo)致了經(jīng)營(yíng)環(huán)境的整體性惡化，大券商由于擁有龐大的資產(chǎn)基礎(chǔ)、雄厚的資本積累，在業(yè)務(wù)創(chuàng)新能力和品牌營(yíng)銷(xiāo)方面都具有明顯優(yōu)勢(shì)，在客戶(hù)搶奪戰(zhàn)中斬獲頗豐，大批小券商受到明顯的沖擊。阿里巴巴的余額寶與天弘基金的成功案例，讓“互聯(lián)網(wǎng)金融”一度成為網(wǎng)絡(luò)搜索熱詞。國(guó)金證券緊跟創(chuàng)新步伐，開(kāi)始了與騰訊的深入合作，“傭金寶”隨即面世。投資者可以利用騰訊股票頻道直接開(kāi)戶(hù)，免去現(xiàn)場(chǎng)開(kāi)戶(hù)的繁瑣手續(xù)，，并可享受萬(wàn)二的傭金標(biāo)準(zhǔn)，金融業(yè)與互聯(lián)網(wǎng)的頻頻“聯(lián)姻”，讓投資者在眼花繚亂的同時(shí)也趨之若鶩。證券行業(yè)經(jīng)營(yíng)形勢(shì)的劇烈變化將倒逼券商進(jìn)行經(jīng)紀(jì)業(yè)務(wù)領(lǐng)域的重新定位和營(yíng)銷(xiāo)策略的轉(zhuǎn)型。 本文以市場(chǎng)營(yíng)銷(xiāo)理論作為研究過(guò)程的理論支撐，采用了以下三種方法進(jìn)行具體研究：（1）文獻(xiàn)分析法。通過(guò)對(duì)市場(chǎng)營(yíng)銷(xiāo)領(lǐng)域相關(guān)文獻(xiàn)材料的閱讀，了解市場(chǎng)營(yíng)銷(xiāo)工作的理論基礎(chǔ)和研究框架，分析國(guó)盛證券四平英雄街營(yíng)業(yè)部經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷(xiāo)策略制定面臨的困境和解決方案，最后給出結(jié)論。（2）實(shí)證研究分析法。通過(guò)研究對(duì)象的定性分析和定量研究，對(duì)國(guó)盛證券四平英雄街經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷(xiāo)策略進(jìn)行探討。（3）波特“五力模型”分析法。運(yùn)用波特“五力模型”圖分析國(guó)盛證券四平英雄街營(yíng)業(yè)部經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷(xiāo)面臨的威脅。通過(guò)對(duì)國(guó)盛證券四平英雄街營(yíng)業(yè)部經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷(xiāo)策略的研究，實(shí)現(xiàn)國(guó)盛證券四平英雄街營(yíng)業(yè)部（籌）在四平地區(qū)經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷(xiāo)的合理規(guī)劃，從而支撐營(yíng)業(yè)部的正常運(yùn)轉(zhuǎn)，為后續(xù)業(yè)務(wù)的拓展提供良好基礎(chǔ)，在保證良好社會(huì)效益的同時(shí)，提高網(wǎng)點(diǎn)的營(yíng)銷(xiāo)水平和競(jìng)爭(zhēng)實(shí)力。
[Abstract]:Brokerage is a traditional business of securities companies that receive orders from clients to commission transactions through trading systems. Industry data for 2013 show that, Of the 115 securities companies, 90.4% made profits in that year, with cumulative operating income of 159.24 billion yuan and profits of 44.021 billion yuan. From the income structure analysis, brokerage business contribution again to achieve net income of 75.921 billion yuan. After analyzing the background of the securities market in 2013, the new share issue was basically suspended, and the stock trading was active again, which gave rise to the substantial growth of brokerage income. Therefore, for securities firms, capital intermediary business will be affected by a variety of factors, brokerage business is still the cornerstone of the stable development of securities companies. According to the "Securities Company Branch Supervision Regulation" issued in 2013: brokerage companies to open the business department as long as the local Securities Regulatory Bureau to report to the examination and approval, no longer subject to the number and regional constraints. As regulators liberalize restrictions on the creation of business outlets, brokers have stepped up their efforts to expand their business networks. At the same time, the competition in brokerage business is becoming increasingly cruel, the level of comprehensive commission is declining, the traditional sources of profits are being compressed, and the commission war has become the most commonly used means for major securities firms to compete for customers and increase trading volume. As a direct result of the overall deterioration of the business environment, because of its huge asset base and abundant capital accumulation, large securities firms have obvious advantages in business innovation and brand marketing, and have gained a lot in the battle for customers. A large number of small securities companies were obviously hit. Alibaba's Yu'e Bao and Tianhong Fund's success story, so that "Internet Finance" has become a hot word for online search. Gold Securities followed the pace of innovation, began with Tencent's in-depth cooperation, "commission treasure" immediately appeared. Investors can use Tencent stock channel to open accounts directly, avoid the cumbersome procedures of opening accounts on the spot, and enjoy a million commission standards. The frequent "marriage" between the financial industry and the Internet makes investors scramble for it. The drastic changes in the operation situation of the securities industry will force the securities firms to reposition their brokerage business and transform their marketing strategies. In this paper, the marketing theory as the theoretical support of the research process, using the following three methods to study the specific literature analysis. Through the reading of the related literature in the field of marketing, the theoretical basis and research framework of the marketing work are understood, and the difficulties and solutions faced by the broker marketing strategy in the business department of Siping Hero Street of Guosheng Securities are analyzed. Finally, the conclusion is given. Through the qualitative analysis and quantitative study of the research object, this paper probes into the marketing strategy of brokerage business in Siping Hero Street of Guosheng Securities) Porter's "five Force Model" analysis method. This paper analyzes the threat to the marketing of brokerage business in Siping Hero Street of Guosheng Securities by using Porter's five Force Model. Through the research on the marketing strategy of brokerage business in Siping Hero Street, Guosheng Securities Siping Hero Street Business Department (chip) of Guosheng Securities Siping Hero Street in Siping area has a reasonable plan for the marketing of brokerage business, thus supporting the normal operation of the business department. To provide a good basis for the subsequent business expansion, while ensuring good social benefits, improve the marketing level and competitive strength of the network.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類(lèi)號(hào)】：F832.39;F274

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