本文選題：服務(wù)營(yíng)銷(xiāo)　切入點(diǎn)：投資顧問(wèn)　出處：《華東理工大學(xué)》2013年碩士論文

【摘要】：證券行業(yè)在當(dāng)今的社會(huì)經(jīng)濟(jì)發(fā)展中發(fā)揮者重要的作用。伴隨著社會(huì)財(cái)富的快速積累,對(duì)金融服務(wù)的需求呈多樣化。這些變化使得中國(guó)傳統(tǒng)的證券經(jīng)營(yíng)服務(wù)無(wú)法滿(mǎn)足需求。投資需求由傳統(tǒng)的通道式服務(wù),向全面的投資顧問(wèn)管理業(yè)務(wù)傾斜。 2011年中國(guó)證監(jiān)會(huì)才正式批準(zhǔn)投資顧問(wèn)業(yè)務(wù)資格的注冊(cè)制度。投資顧問(wèn)業(yè)務(wù)如何在證券經(jīng)紀(jì)業(yè)務(wù)中開(kāi)展,從理論到實(shí)踐都需要很長(zhǎng)的歷史階段去發(fā)展和完善。即本文研究的對(duì)象：YH證券公司營(yíng)業(yè)部投資顧問(wèn)服務(wù)。 本文基于洛克貝克的服務(wù)營(yíng)銷(xiāo)理論的基礎(chǔ)上,從了解市場(chǎng)、產(chǎn)品和客戶(hù)入手,通過(guò)改善服務(wù)過(guò)程和管理流程,實(shí)現(xiàn)可盈利的服務(wù)策略。同時(shí)結(jié)合證券營(yíng)業(yè)部經(jīng)營(yíng)的特點(diǎn),按照服務(wù)營(yíng)銷(xiāo)研究的步驟和相關(guān)分析,提出問(wèn)題——證券營(yíng)業(yè)部投資顧問(wèn)業(yè)務(wù)如何開(kāi)展?fàn)I銷(xiāo)服務(wù)提升客戶(hù)忠誠(chéng)度、完成績(jī)效考核指標(biāo)。 首先詳細(xì)分析YH證券公司營(yíng)業(yè)部投資顧問(wèn)服務(wù)開(kāi)展的市場(chǎng)環(huán)境和行業(yè)發(fā)展情況,了解現(xiàn)狀和發(fā)展方向。明確以服務(wù)營(yíng)銷(xiāo)市場(chǎng)細(xì)分策略理論為基礎(chǔ),設(shè)計(jì)市場(chǎng)調(diào)研問(wèn)卷,目的找出傳統(tǒng)經(jīng)營(yíng)模式不適應(yīng)投資顧問(wèn)服務(wù)開(kāi)展的原因。 其次運(yùn)用服務(wù)營(yíng)銷(xiāo)理論中的差異化策略,找到解決問(wèn)題的關(guān)鍵價(jià)值鏈：營(yíng)業(yè)部的業(yè)績(jī)提升,需要通過(guò)投資顧問(wèn)營(yíng)銷(xiāo)服務(wù)改善客戶(hù)滿(mǎn)意度、客戶(hù)流失率等指標(biāo)。解決問(wèn)題的核心是4個(gè)服務(wù)營(yíng)銷(xiāo)策略：產(chǎn)品策略、質(zhì)量策略、過(guò)程策略和人員策略。 最后在營(yíng)銷(xiāo)策略實(shí)施過(guò)程中強(qiáng)調(diào)客戶(hù)參與,達(dá)到服務(wù)營(yíng)銷(xiāo)的有形化、服務(wù)標(biāo)準(zhǔn)化和樹(shù)立服務(wù)品牌等效果�？偨Y(jié)實(shí)施的方案,得出結(jié)論：投資顧問(wèn)服務(wù)營(yíng)銷(xiāo)策略是YH證券公司營(yíng)業(yè)部效益增長(zhǎng)和品牌提升的有效手段。
[Abstract]:The securities industry plays an important role in today's social and economic development. With the rapid accumulation of social wealth, The demand for financial services is diversified. These changes make the traditional securities management services in China unable to meet the demand. The investment demand is inclined from the traditional channel service to the comprehensive investment advisory management business. Only in 2011 did the China Securities Regulatory Commission formally approve the registration system for the qualification of investment advisers. From theory to practice, it needs a long historical stage to develop and perfect. Based on Rockbeck's service marketing theory, this paper starts with the understanding of market, product and customer, and realizes profitable service strategy by improving service process and management process. At the same time, it combines the characteristics of securities sales department. According to the steps of service marketing research and related analysis, this paper puts forward the question of how to develop marketing service to enhance customer loyalty and complete performance appraisal index. Firstly, it analyzes the market environment and industry development of the investment consultant service in the business department of YH Securities Company in detail, understands the present situation and development direction, and designs a market survey questionnaire based on the theory of service marketing market segmentation strategy. Objective to find out the reasons why the traditional business model is not suitable for the development of investment advisory services. Secondly, using the differentiation strategy in the theory of service marketing, we find the key value chain to solve the problem: the improvement of the performance of the sales department, the need to improve customer satisfaction through the investment consultant marketing service. The core of solving the problem is four service marketing strategies: product strategy, quality strategy, process strategy and personnel strategy. Finally, in the process of implementation of marketing strategy, customer participation is emphasized to achieve the tangible effect of service marketing, service standardization and establishment of service brand. The conclusion is that the investment advisory service marketing strategy is an effective means to increase the profit and promote the brand of YH securities company.
【學(xué)位授予單位】：華東理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F832.5

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