發(fā)布時(shí)間：2018-04-01 13:21

  本文選題：廣發(fā)證券　切入點(diǎn)：經(jīng)紀(jì)業(yè)務(wù)　出處：《大連理工大學(xué)》2013年碩士論文

【摘要】：經(jīng)過(guò)2007年的牛市之后,證券投資市場(chǎng)一直處于相對(duì)低迷的狀態(tài),買(mǎi)方市場(chǎng)代替了賣(mài)方市場(chǎng),各大證券公司競(jìng)爭(zhēng)越來(lái)越激烈,與此相反,我國(guó)各大證券公司的營(yíng)銷(xiāo)部門(mén)數(shù)量卻越來(lái)越多。由于開(kāi)戶(hù)人數(shù)與交易量的有限,各證券公司展開(kāi)了激烈的價(jià)格戰(zhàn),各券商的傭金一降再降,這種方式不可能成為我國(guó)證券市場(chǎng)良性發(fā)展的道路。在這種情況下,科學(xué)分析證券經(jīng)紀(jì)業(yè)務(wù)的發(fā)展趨勢(shì),總結(jié)證券市場(chǎng)的環(huán)境,建立有效的市場(chǎng)營(yíng)銷(xiāo)策略將有利于證券公司在激烈的價(jià)格競(jìng)爭(zhēng)中開(kāi)辟一片藍(lán)海,從而不斷地?cái)U(kuò)大自己的證券經(jīng)紀(jì)業(yè)務(wù)市場(chǎng)并達(dá)到盈利目標(biāo)。 為此,筆者以廣發(fā)證券經(jīng)紀(jì)業(yè)務(wù)為研究對(duì)象,以介紹研究的背景、目的與意義作為開(kāi)篇,描述了本文的研究?jī)?nèi)容與研究方法及技術(shù)路線(xiàn)。然后對(duì)廣發(fā)證券的發(fā)展概況、運(yùn)營(yíng)情況、業(yè)務(wù)結(jié)構(gòu)、渠道結(jié)構(gòu)等進(jìn)行了介紹,并總結(jié)出目前廣發(fā)證券經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷(xiāo)存在的問(wèn)題,并分析問(wèn)題的原因。接著從政治、經(jīng)濟(jì)、社會(huì)、技術(shù)四個(gè)方面對(duì)廣發(fā)證券經(jīng)紀(jì)業(yè)務(wù)進(jìn)行了PEST分析,從競(jìng)爭(zhēng)與需求兩個(gè)角度進(jìn)行了行業(yè)分析,并總結(jié)了廣發(fā)證券經(jīng)紀(jì)業(yè)務(wù)的優(yōu)勢(shì)、劣勢(shì)、機(jī)會(huì)與威脅。在此基礎(chǔ)上,對(duì)廣發(fā)證券經(jīng)紀(jì)業(yè)務(wù)的STP策略,即市場(chǎng)細(xì)分、目標(biāo)市場(chǎng)選擇及市場(chǎng)定位,并設(shè)計(jì)了廣發(fā)證券經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷(xiāo)組合策略,包括產(chǎn)品策略、渠道策略、價(jià)格策略、促銷(xiāo)策略和服務(wù)策略。最后提出了廣發(fā)證券經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷(xiāo)策略的實(shí)施保障。具體的實(shí)施保障主要包括：企業(yè)文化保障、人力資源保障、營(yíng)銷(xiāo)支援體系保障、組織保障。希望通過(guò)本文的研究,能夠?yàn)閺V發(fā)證券經(jīng)紀(jì)業(yè)務(wù)市場(chǎng)開(kāi)拓提供實(shí)踐指導(dǎo)意義,為更多企業(yè)研究經(jīng)紀(jì)業(yè)務(wù)的發(fā)展提供參考和借鑒。
[Abstract]:After the bull market in 2007, the securities investment market has been in a relatively depressed state, the buyer's market has replaced the seller's market, and the competition among the major securities companies is becoming more and more intense. However, the number of marketing departments of the major securities companies in China is increasing. Due to the limited number of accounts opened and the volume of trading, the securities companies have launched a fierce price war, and the commissions of the securities firms have dropped again and again. In this case, we can scientifically analyze the development trend of securities brokerage business and sum up the environment of the securities market. The establishment of effective marketing strategy will help the securities companies to open up a blue sea in the fierce price competition, so as to continuously expand their securities brokerage business market and achieve the profit goal. Therefore, the author takes Guangfa Securities's brokerage business as the research object, introduces the background, purpose and significance of the research, describes the research contents, research methods and technical routes of this paper. The operational situation, business structure, channel structure and so on are introduced, and the problems existing in the marketing of Guangfa Securities's brokerage business are summarized, and the causes of the problems are analyzed. This paper makes PEST analysis on Guangfa Securities's brokerage business from four aspects of technology, analyzes the industry from the angle of competition and demand, and summarizes the advantages, disadvantages, opportunities and threats of Guangfa Securities's brokerage business. The STP strategy of Guangfa Securities's brokerage business, that is, market segmentation, target market selection and market positioning, is designed, and then a combination strategy of Guangfa Securities brokerage business is designed, including product strategy, channel strategy, price strategy, etc. Promotion strategy and service strategy. Finally put forward Guangfa Securities brokerage business marketing strategy implementation guarantee. The specific implementation guarantee mainly includes: enterprise culture guarantee, human resources guarantee, marketing support system guarantee, It is hoped that through the study of this paper, it can provide practical guidance for Guangfa Securities to explore the brokerage business market, and provide reference for more enterprises to study the development of brokerage business.
【學(xué)位授予單位】：大連理工大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F832.51;F832.39

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本文編號(hào)：1695766