本文選題：營銷策略 + 證券經(jīng)紀(jì)業(yè)務(wù)��； 參考：《蘭州大學(xué)》2012年碩士論文

【摘要】：本文以市場營銷相關(guān)理論為理論基礎(chǔ),針對(duì)華泰聯(lián)合證券泰然路營業(yè)部(簡稱泰然證券營業(yè)部)證券經(jīng)紀(jì)業(yè)務(wù)的存在的營銷問題,進(jìn)行了較為詳細(xì)的分析和探討,重點(diǎn)解決了市場營銷的策略及其實(shí)施后的效果評(píng)估和調(diào)整問題,目的是使該營業(yè)部能夠在證券經(jīng)紀(jì)業(yè)務(wù)方面取得一定的實(shí)效,同時(shí),對(duì)于其他證券公司的證券經(jīng)紀(jì)業(yè)務(wù)營銷策略有一定的指導(dǎo)和借鑒意義。 研究形成以下成果：第一,本文對(duì)泰然證券營業(yè)部證券經(jīng)紀(jì)業(yè)務(wù)營銷中所面臨的的外部環(huán)境、行業(yè)環(huán)境和內(nèi)部環(huán)境進(jìn)行了較為詳細(xì)的分析,在此基礎(chǔ)上針對(duì)泰然證券營業(yè)部證券經(jīng)紀(jì)業(yè)務(wù)市場營銷進(jìn)行了SWOT分析,以此為泰然證券營業(yè)部證券經(jīng)紀(jì)業(yè)務(wù)的營銷策略提供依據(jù)；第二,在泰然證券營業(yè)部證券經(jīng)紀(jì)業(yè)務(wù)的營銷戰(zhàn)略進(jìn)行選擇以及對(duì)其目標(biāo)市場選擇和市場定位的基礎(chǔ)上,對(duì)泰然證券營業(yè)部證券經(jīng)紀(jì)業(yè)務(wù)的營銷策略進(jìn)行了分析,提出從產(chǎn)品(product)、價(jià)格(price)、渠道(place)、促銷(promotion)、人員(people)、過程(process)和有形展示(Physical evidence)等七個(gè)方面開展?fàn)I銷活動(dòng)；第三,為了能夠確保所制定的證券經(jīng)紀(jì)業(yè)務(wù)的營銷策略能夠順利進(jìn)行,本文構(gòu)建三種保障的策略,以此確保所制定的營銷策略能夠更好的實(shí)施。
[Abstract]:Based on the theory of marketing, this paper makes a detailed analysis and discussion on the marketing problems existing in the securities brokerage business of Huatai United Securities Tairan Road Business Department. It focuses on solving the problem of marketing strategy and its effect evaluation and adjustment after its implementation. The purpose is to enable the business department to achieve certain actual results in securities brokerage business, at the same time, For other securities companies securities brokerage business marketing strategy has certain guidance and reference significance. The research results are as follows: first, this paper makes a detailed analysis of the external environment, industry environment and internal environment in the marketing of securities brokerage business of Tairan Securities Business Department. On this basis, the SWOT analysis of the marketing of securities brokerage business of Tairan Securities Business Department is carried out in order to provide the basis for the marketing strategy of the securities brokerage business of Tairan Securities Business Department. On the basis of choosing the marketing strategy of the securities brokerage business of Tairan Securities Business Department and the target market selection and market orientation, this paper analyzes the marketing strategy of the securities brokerage business of the Tairan Securities Business Department. It is proposed that marketing activities should be carried out from seven aspects: product production, price pricebuster, marketing channel, promotion, people, process and physical presentation. Third, in order to ensure the smooth implementation of the marketing strategy of the securities brokerage business, This paper constructs three strategies to ensure that the marketing strategy can be better implemented.
【學(xué)位授予單位】：蘭州大學(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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本文編號(hào)：1968647