本文選題：證券公司　切入點：數(shù)字營銷　出處：《廣西大學(xué)》2014年碩士論文

【摘要】：當(dāng)今時代是數(shù)字科技時代,隨著數(shù)字技術(shù)和數(shù)字傳播的發(fā)展,營銷思維也不斷改變并更新。隨著搜索營銷的發(fā)展、消費者創(chuàng)作內(nèi)容的興起、新興技術(shù)的快速更新,使得人們體驗娛樂、獲得信息的方式、消費的習(xí)慣也隨之產(chǎn)生了巨大的變化。與此同時,中國證券市場的競爭越來越激烈,傳統(tǒng)業(yè)務(wù)模式面臨著嚴(yán)峻的挑戰(zhàn),這就迫使券商及時轉(zhuǎn)變經(jīng)營觀念,利用新媒介新的營銷方式、思考創(chuàng)新之路。為了探討數(shù)字環(huán)境下,券商如何更好的利用新技術(shù)、新媒介來抓住這一契機,提升公司的競爭力、拓展客戶并搶占市場先機,本文特以國海證券為例,研究券商的數(shù)字營銷方案。 本文通過對國海證券數(shù)字營銷的內(nèi)外部環(huán)境分析確定營銷方案。首先,從法律政策環(huán)境、經(jīng)濟(jì)環(huán)境、技術(shù)環(huán)境素、社會文化環(huán)境等四個方面進(jìn)行外部環(huán)境分析,筆者認(rèn)為宏觀經(jīng)濟(jì)發(fā)展良好、數(shù)字科技的發(fā)展、國家政策的支持、人們行為習(xí)慣的變化,這些因素都表明著券商在這一環(huán)境下,發(fā)展數(shù)字營銷大有可為。其次,采用五力競爭模型的核心理論對國海證券數(shù)字營銷的行業(yè)環(huán)境做進(jìn)一步分析,從現(xiàn)有競爭者、潛在競爭者、替代品的威脅,資金供給者、需求者的議價能力等五個方面進(jìn)行分析,筆者認(rèn)為目前競爭越來越激烈。再次,結(jié)合公司的市場細(xì)分、目標(biāo)市場及市場定位制定了一套系統(tǒng)的營銷策略組合方案。最后,結(jié)合4V營銷法則的要點分析在營銷策略實施時應(yīng)注意解決的關(guān)鍵問題,并需做好各方面的保障措施。
[Abstract]:With the development of digital technology and digital communication, marketing thinking is constantly changing and updating. With the development of search marketing, the rise of consumer creative content, and the rapid updating of emerging technologies, The way people experience entertainment and get information, the habits of consumption have changed greatly. At the same time, the competition in China's securities market is becoming more and more fierce, and the traditional business model is facing severe challenges. This forces securities companies to change their business concepts in a timely manner, use new media and new marketing methods, and think about the way of innovation. In order to explore how to make better use of new technologies and new media to seize this opportunity and enhance the competitiveness of companies in the digital environment, This paper takes Guohai Securities as an example to study the digital marketing scheme of securities companies. This paper analyzes the internal and external environment of digital marketing of Guohai Securities. Firstly, it analyzes the external environment from four aspects: law and policy environment, economic environment, technological environment element, social and cultural environment. The author thinks that the good macroeconomic development, the development of digital science and technology, the support of national policy, the change of people's behavior habits, these factors all indicate that the securities companies have great potential to develop digital marketing in this environment. Secondly, Using the core theory of the five-force competition model, the paper makes a further analysis of the industry environment of Guohai Securities digital marketing, from the existing competitors, potential competitors, the threat of alternatives, the providers of funds, The author thinks that the competition is becoming more and more intense. Thirdly, combined with the market segmentation of the company, the target market and the market positioning have made a set of systematic marketing strategy combination scheme. Combined with the key points of 4V marketing principle, this paper analyzes the key problems that should be solved in the implementation of marketing strategy, and needs to do a good job of ensuring measures in all aspects.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F832.51

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