本文選題：證券公司 + 券商創(chuàng)新業(yè)務(wù)��； 參考：《安徽大學(xué)》2015年碩士論文

【摘要】：經(jīng)過(guò)20多年的發(fā)展,中國(guó)證券市場(chǎng)已經(jīng)成為我國(guó)社會(huì)主義市場(chǎng)經(jīng)濟(jì)體系的重要組成部分,為我國(guó)的經(jīng)濟(jì)體制改革和國(guó)民經(jīng)濟(jì)發(fā)展發(fā)揮了重要作用,已經(jīng)成為市場(chǎng)資源配置的重要方式。而證券公司作為聯(lián)接投資者與市場(chǎng)間的橋梁,其經(jīng)營(yíng)運(yùn)轉(zhuǎn)情況直接影響到證券市場(chǎng)的運(yùn)行效率。證券公司分支機(jī)構(gòu)是證券公司實(shí)施各項(xiàng)業(yè)務(wù)主要載體,其發(fā)展情況直接影響到證券公司的經(jīng)營(yíng)效果。同時(shí),證券公司分支機(jī)構(gòu)作為客戶營(yíng)銷的一線單位,選擇并制定科學(xué)、合理的營(yíng)銷策略是分支機(jī)構(gòu)管理團(tuán)隊(duì)的重要工作,能夠從根本上決定分支機(jī)構(gòu)的運(yùn)營(yíng)模式和管理方式。在很長(zhǎng)時(shí)間內(nèi),由于我國(guó)證券市場(chǎng)所處的發(fā)展階段限制,相關(guān)部門對(duì)于證券公司的監(jiān)管一直持謹(jǐn)慎態(tài)度,券商業(yè)務(wù)品種一直較為單一。在長(zhǎng)期不能滿足市場(chǎng)需求同時(shí),也導(dǎo)致了證券公司收入、利潤(rùn)來(lái)源較少,傳統(tǒng)的經(jīng)濟(jì)業(yè)務(wù)、投行業(yè)務(wù)和自營(yíng)業(yè)務(wù)三大主營(yíng)業(yè)務(wù)都與二級(jí)市場(chǎng)息息相關(guān),導(dǎo)致證券業(yè)成為“看天吃飯”的行業(yè)。隨著證券市場(chǎng)的不斷發(fā)展,2012年中國(guó)證監(jiān)會(huì)召開了券商創(chuàng)新大會(huì),奠定了證券公司創(chuàng)新業(yè)務(wù)開展的基礎(chǔ),之后不斷有各類創(chuàng)新業(yè)務(wù)獲批開展,目前以創(chuàng)新型融資業(yè)務(wù)、資產(chǎn)證券化業(yè)務(wù)和新三板及區(qū)域股權(quán)市場(chǎng)掛牌輔導(dǎo)業(yè)務(wù)為代表的一系列創(chuàng)新業(yè)務(wù)蓬勃開展,在極大的滿足了市場(chǎng)投融資需求的同時(shí),成為證券公司重要的收入和利潤(rùn)來(lái)源。但由于創(chuàng)新業(yè)務(wù)開展時(shí)間較短,還基本處于完全競(jìng)爭(zhēng)市場(chǎng)狀態(tài),各證券公司在創(chuàng)新業(yè)務(wù)營(yíng)銷過(guò)程中多存在著產(chǎn)品同質(zhì)化、從業(yè)人員專業(yè)能力欠缺、制度建設(shè)不合理等各種問題,影響到了創(chuàng)新業(yè)務(wù)的可持續(xù)發(fā)展。如證券公司分支機(jī)構(gòu)管理團(tuán)隊(duì)不能很好的解決上述問題,面對(duì)日趨激烈的創(chuàng)新業(yè)務(wù)市場(chǎng)競(jìng)爭(zhēng),將很快被這一新興市場(chǎng)所淘汰。設(shè)計(jì)合理的證券公司分支機(jī)構(gòu)創(chuàng)新業(yè)務(wù)營(yíng)銷策略已成各券商的當(dāng)務(wù)之急。本文以國(guó)內(nèi)中大型券商中較有代表性的XY證券的分支機(jī)構(gòu)作為研究對(duì)象,對(duì)其創(chuàng)新業(yè)務(wù)營(yíng)銷策略做深入研究。首先,對(duì)市場(chǎng)營(yíng)銷相關(guān)理論,特別是服務(wù)營(yíng)銷理論和金融產(chǎn)品營(yíng)銷理論做系統(tǒng)梳理的基礎(chǔ)上,對(duì)目前國(guó)內(nèi)外相關(guān)研究成果做相應(yīng)回顧；其次,詳細(xì)剖析分支機(jī)構(gòu)目前創(chuàng)新業(yè)務(wù)營(yíng)銷過(guò)程中和營(yíng)銷保障體系中的不足,找出制約分支機(jī)構(gòu)創(chuàng)新業(yè)務(wù)開展的問題；再次針對(duì)目前XY證券創(chuàng)新業(yè)務(wù)開展的內(nèi)外部環(huán)境做系統(tǒng)分析,并結(jié)合服務(wù)營(yíng)銷理論及金融產(chǎn)品營(yíng)銷理論,對(duì)分支機(jī)構(gòu)創(chuàng)新業(yè)務(wù)營(yíng)銷中的存在的問題提出改進(jìn)措施,從團(tuán)隊(duì)建設(shè)、理念樹立、渠道拓展、績(jī)效政策和發(fā)展通道等五個(gè)方面提出綜合解決方案；最后得出結(jié)論,對(duì)XY證券分支機(jī)構(gòu)創(chuàng)新業(yè)務(wù)營(yíng)銷策略做綜合建議,并對(duì)券商創(chuàng)新業(yè)務(wù)的發(fā)展前景做展望。本文的特色及創(chuàng)新之處在于,在XY證券分支機(jī)構(gòu)創(chuàng)新業(yè)務(wù)分析的基礎(chǔ)上,結(jié)合行業(yè)發(fā)展進(jìn)程,通過(guò)對(duì)理論分析和案例分析,提出了目前市場(chǎng)環(huán)境下券商分支機(jī)構(gòu)創(chuàng)新業(yè)務(wù)營(yíng)銷策略的特點(diǎn),為券商創(chuàng)新業(yè)務(wù)的可持續(xù)發(fā)展提供理論和實(shí)踐上的參考。
[Abstract]:After more than 20 years of development, China's securities market has become an important part of the socialist market economy system in China. It has played an important role in the economic system reform and the development of the national economy, and has become an important way for the allocation of resources in the market. The operation situation directly affects the operation efficiency of the securities market. The branch of the securities company is the main carrier for the securities companies to carry out various business. The development of the securities company directly affects the operation effect of the securities company. At the same time, the branch of the securities company, as the front line unit of the customer marketing, chooses and formulates scientific and reasonable marketing strategies. The important work of the branch management team can fundamentally determine the operation mode and management mode of the branch. For a long time, due to the limitation of the development stage of the securities market in China, the relevant departments have been cautious about the supervision of the securities companies. The commercial varieties of the securities have been relatively single. In the long run, the city can not meet the market. At the same time, the demand of the field also led to the income of the securities companies, and the profit source was less. The three main business operations of the traditional economic business, the investment banking business and the self operation business were closely related to the two level market, which led to the securities industry becoming a "watch the day to eat". With the continuous development of the securities market, the China Securities Regulatory Commission held the Securities Business Innovation Conference in 2012. The foundation of the innovation business of the securities company has been laid, and after that, various kinds of innovative business have been approved, and a series of innovative business, represented by the new financing business, the asset securitization business, the new three board and the regional equity market, is flourishing, while the market investment and financing needs are greatly met. It is an important source of income and profit for the securities company. However, because of the short time to carry out the innovation business, it is still in the state of full competitive market. In the process of innovation and marketing, various securities companies have many problems such as homogeneity of products, lack of professional ability of the employees, unreasonable construction of the system and so on. For example, the management team of the branch of securities companies can not solve the above problems well, and will be quickly eliminated by this emerging market in the face of the increasingly fierce competition of innovative business market. It is urgent to design a reasonable branch of securities companies to innovate business marketing strategy. As the research object, the representative branch of XY securities is the research object, and its innovative business marketing strategy is deeply studied. First, based on the systematic combing of marketing related theories, especially service marketing theory and financial product marketing theory, the relevant research results at home and abroad are reviewed. Secondly, the detailed analysis is made. In order to find out the shortcomings of the innovation business and marketing guarantee system, the branch finds out the problems that restrict the innovative business of the branch institutions, and makes a systematic analysis on the internal and external environment of the XY securities innovation business, and combines the service marketing theory and the financial product marketing theory to the branch organization's innovative business marketing. The existing problems put forward improvement measures, from team building, concept building, channel expansion, performance policy and development channel and other five aspects of comprehensive solutions; finally draw a conclusion, the XY Securities branch innovation business marketing strategy to do comprehensive proposals, and the prospects for the development of the securities business innovation business. The innovation is that, on the basis of the analysis of the innovation business of the XY Securities branch and the development process of the industry, the characteristics of the innovative business marketing strategy of the brokerage branches in the current market environment are put forward through the theoretical analysis and case analysis, which provides a theoretical and practical reference for the sustainable development of the brokerage business.

【學(xué)位授予單位】：安徽大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F832.39;F274

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本文編號(hào)：1831986