本文選題：經(jīng)紀(jì)業(yè)務(wù) + 競(jìng)爭(zhēng)　； 參考：《蘭州大學(xué)》2017年碩士論文

【摘要】：在中國(guó)證券市場(chǎng),證券經(jīng)紀(jì)業(yè)務(wù)在整個(gè)證券行業(yè)的地位和作用是舉足輕重的,它是證券公司賴以生存和發(fā)展的基礎(chǔ),在整個(gè)公司收入利潤(rùn)當(dāng)中占比最高,也是最持久的來源,同時(shí),在公司投資銀行、資產(chǎn)管理、投顧咨詢、自營(yíng)等業(yè)務(wù)的開展過程中,證券經(jīng)紀(jì)業(yè)務(wù)也發(fā)揮了相當(dāng)大的作用。因此,該項(xiàng)業(yè)務(wù)龐大客戶群體無疑是證券公司的巨大財(cái)富。但是,隨著各大證券公司業(yè)務(wù)日益發(fā)展,投資者在投資過程中變得愈加理智與成熟,經(jīng)紀(jì)業(yè)務(wù)也面臨著巨大的挑戰(zhàn)。為了應(yīng)對(duì)這一困局,證券公司采取了兩種辦法,第一種是通過引入外部或內(nèi)部資金,擴(kuò)大資本金拓展各項(xiàng)業(yè)務(wù),另一種是通過引進(jìn)人才以提高公司內(nèi)部管理水平,同時(shí)利用先進(jìn)的投資理念和投顧資源去服務(wù)客戶,并采取各種創(chuàng)新手段開辟新的利潤(rùn)來源。競(jìng)爭(zhēng)是激烈的,市場(chǎng)是無情的,誰能夠制定恰當(dāng)?shù)臓I(yíng)銷策略,找準(zhǔn)自己的定位,開拓自己的目標(biāo)客戶群體并做好服務(wù)和維護(hù),誰才能在慘烈的競(jìng)爭(zhēng)環(huán)境中生存下去并發(fā)展壯大。本文以華林證券股份有限公司(以下簡(jiǎn)稱為華林證券)為研究載體。在市場(chǎng)競(jìng)爭(zhēng)日益加大,國(guó)家經(jīng)濟(jì)處于巨大轉(zhuǎn)型的背景下,通過對(duì)華林證券公司概況、整體運(yùn)營(yíng)、經(jīng)營(yíng)理念、經(jīng)營(yíng)目標(biāo)、營(yíng)業(yè)網(wǎng)點(diǎn)分布、營(yíng)銷策略、經(jīng)紀(jì)業(yè)務(wù)現(xiàn)狀、營(yíng)銷人員管理和考核體系等方面的剖析,以及與深圳地區(qū)同行證券公司在營(yíng)銷模式、營(yíng)銷策略、營(yíng)銷方法等方面的綜合比較,揭示其亟需改進(jìn)的地方,找到適合華林證券全面提升市場(chǎng)競(jìng)爭(zhēng)力、有效完善營(yíng)銷體系的道路。最后對(duì)公司的經(jīng)紀(jì)業(yè)務(wù)提出一些個(gè)人的建議:明確公司的定位,目標(biāo)市場(chǎng)的選擇;改革營(yíng)銷部門管理制度;轉(zhuǎn)變公司經(jīng)營(yíng)理念;開展多元化的營(yíng)銷模式;品牌營(yíng)銷;改變定價(jià)策略;強(qiáng)化宣傳策略等。
[Abstract]:In China's securities market, the position and role of securities brokerage business in the entire securities industry is very important. It is the basis for the survival and development of securities companies. It accounts for the highest percentage of the whole company's income and profits, and is also the most lasting source. At the same time, securities brokerage also plays a significant role in the development of investment banking, asset management, investment consulting, proprietary business and so on. Therefore, this business huge customer group is undoubtedly the securities company's huge wealth. However, with the development of securities companies, investors become more rational and mature in the process of investment, brokerage business is also facing a huge challenge. To deal with this dilemma, securities firms have adopted two approaches: first, by introducing external or internal funds to expand capital to expand their businesses, and second, by introducing talent to improve the internal management of the company. At the same time, use advanced investment ideas and resources to service customers, and take various innovative means to open up new profit sources. Competition is fierce, the market is ruthless, who can formulate appropriate marketing strategy, find their own positioning, develop their target customer groups and do a good service and maintenance, who can survive and develop in the fierce competitive environment. In this paper, Hua Lin Securities Co., Ltd. (hereinafter referred to as Hua Lin Securities) as the research carrier. Under the background that the market competition is increasing day by day and the national economy is in a great transformation, through the general situation of Hualin Securities Company, the whole operation, the management idea, the management goal, the distribution of the business network, the marketing strategy, the present situation of the brokerage business, The analysis of marketing personnel management and appraisal system, as well as the comprehensive comparison of marketing mode, marketing strategy, marketing method and so on with the securities companies in Shenzhen area, reveals the areas that need to be improved. To find a suitable way to improve the overall market competitiveness and improve the marketing system. Finally, some personal suggestions on the brokerage business of the company are put forward: defining the position of the company, choosing the target market, reforming the management system of the marketing department, changing the management idea of the company, carrying out the diversified marketing mode, brand marketing; Change pricing strategy; strengthen propaganda strategy.
【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】：2017
【分類號(hào)】：F832.39;F274

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