【摘要】：2002年5月開始實(shí)行的“浮動(dòng)傭金制”標(biāo)志著我國證券行業(yè)已經(jīng)走向行業(yè)完全成熟時(shí)期,再加上從2009年開始,A股證券市場(chǎng)持續(xù)低迷、交易傭金大幅下調(diào),傭金進(jìn)一步市場(chǎng)化,隨著預(yù)示著證券行業(yè)的“微利時(shí)代”和“完全競(jìng)爭(zhēng)時(shí)代”已經(jīng)到來。 證券營業(yè)部是國內(nèi)證券公司經(jīng)紀(jì)業(yè)務(wù)的基本經(jīng)營單位,是證券公司經(jīng)紀(jì)業(yè)務(wù)的主要執(zhí)行者。各個(gè)證券公司為了獲取更多的市場(chǎng)占有率,紛紛跑馬圈地,設(shè)立新的證券營業(yè)部,因此,證券營業(yè)部之間的經(jīng)紀(jì)業(yè)務(wù)競(jìng)爭(zhēng)異常激烈。這種競(jìng)爭(zhēng)除了依靠各個(gè)證券公司自己的綜合實(shí)力外,證券營業(yè)部的營銷策略、營銷模式也體現(xiàn)出了十分重要的作用。加強(qiáng)證券營業(yè)部營銷模式和營銷策略的研究,構(gòu)建適應(yīng)新形勢(shì)下證券經(jīng)紀(jì)業(yè)務(wù)的營銷模式,是證券營業(yè)部在競(jìng)爭(zhēng)中立于不敗之地的重要因素。 本文從實(shí)際出發(fā),選取海通證券西安營業(yè)部作為研究對(duì)象,采取理論分析和實(shí)證分析相結(jié)合的分析方法,對(duì)證券行業(yè)進(jìn)行了波特五力分析、對(duì)西安營業(yè)部的內(nèi)在戰(zhàn)略環(huán)境進(jìn)行了SWOT分析,對(duì)營業(yè)部傳統(tǒng)經(jīng)紀(jì)業(yè)務(wù)的營銷模式進(jìn)行了描述和分析,最后,通過對(duì)投資顧問業(yè)務(wù)模式的描述和分析,從服務(wù)營銷的角度,力求探尋適合西安營業(yè)部的經(jīng)紀(jì)業(yè)務(wù)營銷策略。提出通過投資顧問業(yè)務(wù)實(shí)現(xiàn)營業(yè)部傳統(tǒng)營銷策略和模式的轉(zhuǎn)變,才能適合新的競(jìng)爭(zhēng)環(huán)境下營業(yè)部經(jīng)紀(jì)業(yè)務(wù)的發(fā)展和需要。論文的研究可對(duì)其他證券公司營業(yè)部的營銷策略制定提供一定的指導(dǎo)和借鑒作用。
[Abstract]:The "floating commission system" implemented in May 2002 indicates that the securities industry in our country has moved towards the full maturity of the industry. In addition, since 2009, the A-share securities market has continued to be depressed, the transaction commission has been greatly reduced, and the commission has been further market-oriented. With the heralding of the securities industry's "small profit era" and "perfect competition era" has come. The securities business department is the basic management unit of the brokerage business of the domestic securities company and the main executor of the brokerage business of the securities company. In order to gain more market share, the securities companies have to run around and set up a new securities sales department. Therefore, the brokerage business competition between the securities sales department is extremely fierce. This kind of competition not only depends on the comprehensive strength of each securities company, but also reflects the very important role of the marketing strategy of the securities sales department. It is an important factor for the securities business department to strengthen the research on the marketing mode and marketing strategy of the securities business department and construct the marketing mode to adapt to the new situation of the securities brokerage business in an invincible position in the competition. Based on the practice, this paper selects the Xi'an Business Department of Haitong Securities as the research object, and adopts the analytical method of combining theoretical analysis with empirical analysis to analyze the securities industry by Porter's five Forces. This paper analyzes the internal strategic environment of Xi'an Business Department by SWOT, describes and analyzes the marketing mode of traditional brokerage business in Xi'an Business Department, and finally, through the description and analysis of the business model of investment consultant, from the perspective of service marketing, Strive to find suitable for Xi'an business brokerage business marketing strategy. It is put forward that the traditional marketing strategy and mode of the business department can be changed through the investment consulting business, so as to meet the development and needs of the brokerage business in the new competitive environment. The research of this paper can provide some guidance and reference to the marketing strategy of the business department of other securities companies.
【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)：2143842