本文選題：經(jīng)紀(jì)　切入點：營銷管理　出處：《山東大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

【摘要】：我國證券市場經(jīng)過多年的發(fā)展,取得了巨大成就,成為我國市場經(jīng)濟(jì)體系中不可缺少的一部分。然而,由于證券市場的持續(xù)性低迷、傭金的大幅下調(diào),使得競爭日趨激烈的證券營業(yè)部運(yùn)營環(huán)境發(fā)生了重大改變。隨著證券經(jīng)紀(jì)制度陸續(xù)出臺和傭金進(jìn)一步市場化,預(yù)示著證券業(yè)的微利時代和完全競爭時代已經(jīng)到來。因此,加強(qiáng)證券營業(yè)部營銷系統(tǒng)研究,構(gòu)建符合證券經(jīng)紀(jì)時代發(fā)展要求的營銷戰(zhàn)略系統(tǒng)、人力資源系統(tǒng)、經(jīng)紀(jì)業(yè)務(wù)后勤保障系統(tǒng),是證券公司在競爭中立于不敗之地的重要因素。本文選取齊魯證券作為研究對象,旨在對證券公司營銷管理體系的構(gòu)建有所研究,并希望對企業(yè)本身乃至同行都有一定的幫助作用。 首先,論文分析了研究背景及意義,并針對營銷理論進(jìn)行了回顧,從營銷理論、經(jīng)紀(jì)業(yè)務(wù)特征、內(nèi)容及體系構(gòu)成角度進(jìn)行了研究,為下文研究奠定了理論基礎(chǔ),并提出了論文研究框架。 其次,分析了證券市場經(jīng)紀(jì)業(yè)務(wù)營銷管理現(xiàn)狀,闡釋了證券經(jīng)紀(jì)業(yè)務(wù)模式,從同業(yè)惡性競爭、金融產(chǎn)品銷售能力不足、密集式的客戶經(jīng)理營銷模式面臨挑戰(zhàn)、投顧資源與營銷資源難以有效匹配、中小券商創(chuàng)新業(yè)務(wù)受限等角度研究了證券市場經(jīng)紀(jì)業(yè)務(wù)營銷管理現(xiàn)狀。 再次,對齊魯證券經(jīng)紀(jì)業(yè)務(wù)營銷管理存在的問題進(jìn)行分析。通過對公司SWOT分析及實際情況,得出了齊魯證券公司營銷管理存在的系列問題； 第四,結(jié)合齊魯證券存在的問題,對公司證券經(jīng)紀(jì)業(yè)務(wù)策略進(jìn)行分析,并提出了有針對性的對策,從經(jīng)營觀念、服務(wù)體系、產(chǎn)品分析、客戶需求、隊伍建設(shè)、渠道合作等角度,構(gòu)建了一體化銷售管理體系。 第五,對全文進(jìn)行了總結(jié)。
[Abstract]:After years of development, China's securities market has made great achievements and become an indispensable part of our market economy. However, due to the persistent downturn in the securities market, the commission has been greatly reduced. With the introduction of securities brokerage system and the further marketization of commission, it indicates that the era of low profit and complete competition in the securities industry has come. Strengthen the research of marketing system of securities sales department, construct the marketing strategy system, human resource system, logistic support system of brokerage business, which meet the requirements of the development of securities brokerage era, Qilu Securities is an important factor for securities companies to be invincible in the competition. This paper chooses Qilu Securities as the research object in order to study the construction of marketing management system of securities companies. And hopes to the enterprise itself and even the peer has certain help function. First of all, the paper analyzes the background and significance of the research, and reviews the marketing theory, from the marketing theory, brokerage business characteristics, content and system composition of the perspective of research, for the following research laid a theoretical foundation. The research frame of this paper is put forward. Secondly, it analyzes the current situation of the marketing management of securities market brokerage business, explains the securities brokerage business model, from the vicious competition in the same industry, the financial product sales ability is insufficient, the intensive account manager marketing mode faces the challenge. It is difficult to match the resources and marketing resources effectively. The paper studies the current situation of marketing management of brokerage business in securities market from the point of view of limited innovative business of small and medium-sized securities firms. Thirdly, the problems of Qilu securities brokerage marketing management are analyzed. Through the SWOT analysis and the actual situation, the series of problems in Qilu securities marketing management are obtained. 4th, combined with the problems of Qilu Securities, this paper analyzes the company's securities brokerage business strategy, and puts forward targeted countermeasures, from the management concept, service system, product analysis, customer demand, team building, From the angle of channel cooperation, an integrated sales management system is constructed. 5th, the full text is summarized.
【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】：2014
【分類號】：F274;F832.39

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