本文選題：證券經(jīng)紀(jì)業(yè)務(wù)　切入點(diǎn)：市場細(xì)分　出處：《山東大學(xué)》2013年碩士論文

【摘要】：經(jīng)紀(jì)業(yè)務(wù)是國內(nèi)證券公司的重要業(yè)務(wù),經(jīng)紀(jì)業(yè)務(wù)收入經(jīng)常占到證券公司收入的一半以上。在傭金自由化以后,國內(nèi)券商經(jīng)紀(jì)業(yè)務(wù)之間的競爭不斷加劇,特別是2007年牛市行情之后,券商都忙于新建營業(yè)部搶占市場,營業(yè)網(wǎng)點(diǎn)的大量增加導(dǎo)致傭金價(jià)格戰(zhàn)愈演愈烈,證券經(jīng)紀(jì)業(yè)務(wù)的競爭達(dá)到了前所未有的激烈程度。在充分競爭的環(huán)境中,證券公司提供的服務(wù)和產(chǎn)品嚴(yán)重同質(zhì)化,而且證券經(jīng)紀(jì)業(yè)務(wù)的收入過分依賴市場行情,“靠天吃飯”的局面沒有得到改善。 隨著證券經(jīng)紀(jì)業(yè)務(wù)的激烈競爭,股票傭金費(fèi)率不斷下降,證券公司的收入也隨之下降,證券行業(yè)的發(fā)展遇到了極大的瓶頸。2012年中國證監(jiān)會(huì)新任主席郭樹清上任后,大力推進(jìn)證券公司業(yè)務(wù)創(chuàng)新,并推動(dòng)了相關(guān)法律法規(guī)的修訂。本文以HT證券經(jīng)紀(jì)業(yè)務(wù)為研究對象,研究通過細(xì)分市場和目標(biāo)市場選擇,解決HT證券經(jīng)紀(jì)業(yè)務(wù)目前客戶結(jié)構(gòu)單一、產(chǎn)品及服務(wù)同質(zhì)化的問題,可以豐富相關(guān)理論的應(yīng)用研究。 HT證券是國內(nèi)大型國有上市券商,營業(yè)部網(wǎng)點(diǎn)數(shù)量和股基市場份額排名居前,具備良好的存量客戶資源。本文通過研究HT證券經(jīng)紀(jì)業(yè)務(wù)所面臨的宏觀環(huán)境、行業(yè)環(huán)境和企業(yè)內(nèi)部條件,提出通過按資產(chǎn)和風(fēng)險(xiǎn)偏好細(xì)分個(gè)人客戶、按股份性質(zhì)細(xì)分機(jī)構(gòu)客戶,針對不同客戶群體的需求提供相應(yīng)的服務(wù)和產(chǎn)品,以實(shí)現(xiàn)差異化營銷和服務(wù)。通過營銷中低風(fēng)險(xiǎn)偏好的個(gè)人客戶、營銷大小非客戶,改善客戶結(jié)構(gòu),增加非通道業(yè)務(wù)收入。 本文共分六章。第一章“導(dǎo)論”介紹了本文的選題背景和研究意義,研究方法和創(chuàng)新點(diǎn),以及論文的主要研究思路。第二章“相關(guān)理論綜述”對論文中所用的相關(guān)理論進(jìn)行了介紹,包括證券經(jīng)紀(jì)業(yè)務(wù)營銷理論、市場細(xì)分和目標(biāo)市場理論。第三章“HT證券經(jīng)紀(jì)業(yè)務(wù)營銷現(xiàn)狀及問題分析”對HT證券整體進(jìn)行了介紹,分析HT證券經(jīng)紀(jì)業(yè)務(wù)營銷的現(xiàn)狀和目標(biāo)市場存在的主要問題。第四章“HT證券經(jīng)紀(jì)業(yè)務(wù)市場細(xì)分”首先分析了HT證券經(jīng)紀(jì)業(yè)務(wù)的營銷環(huán)境,然后明確了細(xì)分市場的目的和標(biāo)準(zhǔn),最后將客戶分為個(gè)人客戶和機(jī)構(gòu)客戶,按資產(chǎn)和風(fēng)險(xiǎn)偏好細(xì)分個(gè)人客戶,按股份性質(zhì)細(xì)分機(jī)構(gòu)客戶。第五章“HT證券經(jīng)紀(jì)業(yè)務(wù)目標(biāo)市場選擇及實(shí)施”主要對HT證券經(jīng)紀(jì)業(yè)務(wù)細(xì)分市場進(jìn)行了評估,包括個(gè)人細(xì)分市場的評估和機(jī)構(gòu)細(xì)分市場的評估,分析了影響目標(biāo)市場選擇的因素,并最后確定各個(gè)細(xì)分市場的營銷策略。第六章“結(jié)論與展望”對本文的研究觀點(diǎn)進(jìn)行了闡述,并指出研究的不足之處。
[Abstract]:Brokerage business is an important business of domestic securities companies, brokerage business income often accounts for more than half of the income of securities companies.After the liberalization of commission, the competition between the brokerage business of domestic securities companies has been intensified, especially after the bull market in 2007, the securities companies are busy building new business departments to seize the market, and the large increase in business outlets has led to a fierce price war on commission.The competition of securities brokerage business has reached an unprecedented intensity.In a fully competitive environment, the services and products provided by securities firms are seriously homogenized, and the income of securities brokerage businesses is too dependent on market prices, and the situation of "relying on heaven to eat" has not been improved.With the fierce competition in the securities brokerage business, the rate of commission on stocks has been falling, and the income of the securities companies has also fallen. The development of the securities industry has encountered a great bottleneck. After Guo Shuqing, the new chairman of the China Securities Regulatory Commission, took office in 2012,Vigorously promote business innovation of securities companies, and promote the revision of relevant laws and regulations.In this paper, HT securities brokerage business as the research object, through the segmentation of the market and the target market selection, to solve the problem of single customer structure and homogeneity of products and services of HT securities brokerage business, can enrich the application of relevant theory research.HT Securities is a large state-owned listed securities company in China, the number of business outlets and share of the stock market is in the first place, with a good stock of customer resources.Based on the study of the macro environment, industry environment and internal conditions of HT securities brokerage business, this paper proposes to subdivide individual customers by asset and risk preference, and institutional customers by the nature of shares.To meet the needs of different customer groups to provide the corresponding services and products to achieve differentiated marketing and services.By marketing low risk preference of individual customers, marketing small and small non-customers, improve customer structure, increase off-channel business revenue.This paper is divided into six chapters.The first chapter "introduction" introduces the background and significance of this paper, research methods and innovations, as well as the main research ideas.The second chapter, "Review of relevant theories", introduces the relevant theories used in this paper, including the marketing theory of securities brokerage business, market segmentation and target market theory.The third chapter, "present situation and problem Analysis of HT Securities Brokerage Business", introduces the whole of HT Securities, analyzes the present situation of HT Securities Brokerage Business Marketing and the main problems in the target market.Chapter four, "HT Securities Brokerage Market Segmentation", firstly analyzes the marketing environment of HT securities brokerage business, then defines the purpose and standard of the market segmentation, finally divides the customers into individual customers and institutional customers.Individual customers are broken down by assets and risk preferences, and institutional customers are broken down by the nature of shares.The fifth chapter "the target market selection and implementation of HT securities brokerage business" mainly evaluates the HT securities brokerage market segment, including the evaluation of the individual segment market and the evaluation of the institutional segment market.The factors influencing the choice of target market are analyzed, and the marketing strategies of each subdivision market are finally determined.Chapter six, conclusion and Prospect, expounds the research point of view and points out the deficiency of the research.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F832.51

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