本文選題：證券 + 營(yíng)銷策略��； 參考：《西北大學(xué)》2012年碩士論文

【摘要】：在我國(guó)證券行業(yè)尚處于較初級(jí)發(fā)展水平,內(nèi)部競(jìng)爭(zhēng)逐漸加劇的大環(huán)境下,為了加強(qiáng)內(nèi)部管理,提高營(yíng)銷競(jìng)爭(zhēng)力,進(jìn)一步擴(kuò)大更多市場(chǎng)份額,QL證券德州營(yíng)業(yè)部作為全國(guó)大型綜合類券商之一——QL證券有限公司的分支機(jī)構(gòu),迫切需要把營(yíng)銷策略作為企業(yè)管理的重要內(nèi)容,盡快研究制定明確的市場(chǎng)定位和營(yíng)銷策略。 本文采用文獻(xiàn)調(diào)研和調(diào)查等方法,結(jié)合工商管理的相關(guān)理論,如外部環(huán)境、內(nèi)部因素分析理論、市場(chǎng)營(yíng)銷理論等,對(duì)QL證券德州營(yíng)業(yè)部營(yíng)銷狀況進(jìn)行綜合分析,構(gòu)建QL證券德州營(yíng)業(yè)部營(yíng)銷策略改進(jìn)方案。本文的主要內(nèi)容包括,在國(guó)內(nèi)外營(yíng)銷策略理論的基礎(chǔ)上,分析QL證券德州營(yíng)業(yè)部營(yíng)銷的外部環(huán)境和內(nèi)部因素,如中國(guó)經(jīng)濟(jì)環(huán)境、證券市場(chǎng)潛力、競(jìng)爭(zhēng)對(duì)手情況、德州營(yíng)業(yè)部自身的地域優(yōu)勢(shì)、團(tuán)隊(duì)優(yōu)勢(shì)等；具體提出德州營(yíng)業(yè)部營(yíng)銷策略的方案,如產(chǎn)品多元化、價(jià)格差異化、多渠道開拓、促銷、客戶定位、服務(wù)營(yíng)銷策略等；制訂了QL證券德州營(yíng)業(yè)部營(yíng)銷策略改進(jìn)方案的實(shí)施措施,如建立人才機(jī)制、建設(shè)良好的企業(yè)文化、加強(qiáng)成本控制、加強(qiáng)風(fēng)險(xiǎn)控制、完善績(jī)效考核等；提出營(yíng)銷策略改進(jìn)方案在實(shí)施過程中可能存在的風(fēng)險(xiǎn),如合規(guī)風(fēng)險(xiǎn)、管理風(fēng)險(xiǎn)、技術(shù)風(fēng)險(xiǎn)等。通過這些研究工作,為QL證券德州營(yíng)業(yè)部今后一段時(shí)間內(nèi)的市場(chǎng)營(yíng)銷管理工作提供理論指導(dǎo)。 本文以QL證券的一個(gè)營(yíng)業(yè)部作為具體研究對(duì)象,但在國(guó)內(nèi)證券行業(yè)普遍存在營(yíng)銷意識(shí)相對(duì)薄弱、營(yíng)銷策略相對(duì)陳舊單一的現(xiàn)實(shí)情況下,論文所設(shè)計(jì)的營(yíng)銷策略組合方案對(duì)整個(gè)證券行業(yè)的營(yíng)銷管理具有一定借鑒意義。
[Abstract]:In order to strengthen the internal management and improve the marketing competitiveness, the securities industry in our country is still at a relatively primary level of development and the internal competition is gradually intensifying.To further expand the market share QL Securities Dezhou Business Department as one of the large comprehensive securities companies in the country, QL Securities Co., Ltd., as a branch of QL Securities Co., Ltd., urgently needs to take marketing strategy as an important part of enterprise management.Develop clear market positioning and marketing strategies as soon as possible.In this paper, by means of literature investigation and investigation, combined with relevant theories of business administration, such as external environment, internal factor analysis theory, marketing theory and so on, the paper makes a comprehensive analysis on the marketing situation of QL securities business department in Texas.Build QL Securities Texas Business Department marketing strategy improvement plan.The main contents of this paper are as follows: on the basis of domestic and foreign marketing strategy theory, this paper analyzes the external environment and internal factors of QL securities business department marketing, such as China's economic environment, securities market potential, competitors' situation, etc.The regional advantage and team advantage of the business department of Texas, and put forward the plan of the marketing strategy of the sales department of Texas, such as product diversification, price differentiation, multi-channel development, promotion, customer orientation, service marketing strategy, etc.The measures to improve the marketing strategy of the business department of QL Securities Texas are worked out, such as the establishment of talent mechanism, the construction of a good corporate culture, the strengthening of cost control, the strengthening of risk control, and the improvement of performance appraisal.The paper puts forward the possible risks in the implementation of the marketing strategy improvement scheme, such as compliance risk, management risk, technical risk and so on.Through these research work, it provides theoretical guidance for the future marketing management of QL Securities Texas Business Department.In this paper, a business department of QL securities is taken as the specific research object, but in the domestic securities industry, the marketing consciousness is relatively weak and the marketing strategy is relatively old and single.The marketing strategy combination scheme designed in this paper has certain reference significance to the marketing management of the whole securities industry.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F274;F832.5

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本文編號(hào)：1732790