本文關(guān)鍵詞： 證券公司 證券經(jīng)紀(jì) 證券營(yíng)銷 營(yíng)銷管理　出處：《山西大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

【摘要】：經(jīng)紀(jì)業(yè)務(wù)、投行業(yè)務(wù)、自營(yíng)業(yè)務(wù)和資產(chǎn)管理業(yè)務(wù)是證券公司經(jīng)營(yíng)的主要業(yè)務(wù),其中經(jīng)紀(jì)業(yè)務(wù)在證券公司經(jīng)營(yíng)活動(dòng)中又占據(jù)主導(dǎo)地位,是證券公司穩(wěn)健經(jīng)營(yíng)的最重要基石。證券公司在，面對(duì)目前越來(lái)越激烈的市場(chǎng)競(jìng)爭(zhēng)中,紛紛采用各種證券營(yíng)銷手段來(lái)推動(dòng)自己的經(jīng)紀(jì)業(yè)務(wù)的發(fā)展,在證券經(jīng)紀(jì)業(yè)務(wù)大發(fā)展的同時(shí),證券公司對(duì)經(jīng)紀(jì)業(yè)務(wù)的依賴性也越來(lái)越強(qiáng),在各大證券公司收入中占比都在50%以上。鑒于證券經(jīng)紀(jì)業(yè)務(wù)的重要性,關(guān)于證券經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷管理的研究也越發(fā)重要。 本文通過(guò)對(duì)山西證券證券營(yíng)銷管理方面的情況進(jìn)行了細(xì)致的分析后,著重探討了山西證券在證券營(yíng)銷管理方面面臨的一些問(wèn)題,如證券經(jīng)紀(jì)業(yè)務(wù)的同質(zhì)化競(jìng)爭(zhēng)導(dǎo)致的傭金水平降低,證券經(jīng)紀(jì)人素質(zhì)以及流失問(wèn)題。通過(guò)對(duì)這些問(wèn)題進(jìn)行分析總結(jié)后我認(rèn)為在證券營(yíng)銷管理中主要是咨詢服務(wù)質(zhì)量控制問(wèn)題。這個(gè)問(wèn)題又有兩方面需要在營(yíng)銷管理中注意：(1)是研究部門(mén)的研究成果的質(zhì)量問(wèn)題；(2)服務(wù)人員的向客戶提供咨詢服務(wù)過(guò)程的服務(wù)質(zhì)量問(wèn)題。針對(duì)這些問(wèn)題提出只有加強(qiáng)研發(fā)團(tuán)隊(duì)建設(shè)、建立證券服務(wù)質(zhì)量的內(nèi)部保障體制和多層次的經(jīng)紀(jì)人管理制度才能應(yīng)對(duì)日趨激烈的市場(chǎng)競(jìng)爭(zhēng)。本文的創(chuàng)新之處在于,通過(guò)對(duì)這些問(wèn)題進(jìn)行分析后針對(duì)證券營(yíng)銷管理中的主要矛盾(即服務(wù)質(zhì)量控制),得出加強(qiáng)研發(fā)團(tuán)隊(duì)建設(shè)和建立起多層次的經(jīng)紀(jì)人管理制度。特別是將簽約專職經(jīng)紀(jì)人實(shí)現(xiàn)員工化管理并給與其向上發(fā)展空間,是爭(zhēng)奪優(yōu)秀人才并留住人才的必要手段。本文希望通過(guò)對(duì)證券經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷管理的研究能對(duì)證券公司在進(jìn)行公司治理中有所啟示。
[Abstract]:Brokerage business, investment banking business, proprietary business and asset management business are the main business of securities companies, in which brokerage business plays a leading role in the business activities of securities companies. It is the most important cornerstone of the stable operation of securities companies. In the face of the increasingly fierce market competition, securities companies have adopted a variety of securities marketing means to promote the development of their own brokerage business. With the great development of securities brokerage business, securities companies rely more and more on brokerage business, accounting for more than 50% percent of the income of major securities companies. In view of the importance of securities brokerage business. The research on the marketing management of securities brokerage business is also becoming more and more important. After analyzing the situation of Shanxi securities marketing management, this paper emphatically discusses some problems that Shanxi securities face in the aspect of securities marketing management. For example, the homogeneous competition of securities brokerage business results in lower commission level. After analyzing and summarizing these problems, I think that the quality control of consulting service is the main problem in the management of securities marketing. This problem also needs to be in the management of marketing in two aspects. Note:. (. 1) it is the quality problem of the research results of the research department; 2) the service quality problems of service personnel in the process of providing consulting service to customers. To solve these problems, we should only strengthen the construction of R & D team. Only by establishing the internal guarantee system of securities service quality and multi-level broker management system can we cope with the increasingly fierce market competition. The innovation of this paper lies in. Through the analysis of these problems, the paper aims at the main contradiction (that is, service quality control) in the securities marketing management. To strengthen the construction of R & D team and establish a multi-level broker management system, especially will contract full-time brokers to achieve employee management and give them space for development. This paper hopes that the research on the marketing management of securities brokerage business can enlighten the securities companies in the process of corporate governance.
【學(xué)位授予單位】：山西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F832.51

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