國泰君安證券濟(jì)南JFL營業(yè)部服務(wù)營銷策略優(yōu)化研究
發(fā)布時間：2018-11-21 11:44
【摘要】：1990年12月19日上海證券交易所開市營業(yè),標(biāo)志著中國證券市場的正式誕生。20多年來,中國的證券市場經(jīng)歷了牛熊轉(zhuǎn)換,經(jīng)歷了股權(quán)分置改革,經(jīng)歷了政策、法規(guī)、制度的逐步完善,中國的資本市場在曲折中逐步走向成熟。作為證券市場重要參與者的證券公司,在20多年中也經(jīng)歷了從坐商到行商再到全方位營銷的轉(zhuǎn)換過程。2007年10月16日上證綜指以6124點(diǎn)創(chuàng)造了中國的股市傳奇,但隨之而來的是中國股市連年的不景氣,昔日輝煌不再。伴隨股票市場的持續(xù)低迷,券商之間傭金戰(zhàn)的持續(xù)以及客戶交投量的日趨萎縮,作為券商主要收入來源的傭金收入銳減,券商的生存環(huán)境日益艱難。當(dāng)前,如何通過服務(wù)營銷模式的改善來破解券商低端惡性競爭的營銷困境,如何通過對傳統(tǒng)營銷策略的進(jìn)一步優(yōu)化來提升券商營銷競爭力,從而進(jìn)一步改善營銷業(yè)績,提高客戶滿意度和忠誠度成為擺在各家券商及其分支營業(yè)部面前的最大難題。新的證監(jiān)會主席郭樹清上臺以來更是新政頻出,將改革逐步引入深水區(qū),證券市場必然經(jīng)歷一個新的行業(yè)整合過程,這也迫切要求各家證券公司及其分支營業(yè)部改善營銷策略,加大營銷力度,將自身迅速做大做強(qiáng)。 證券營業(yè)部作為證券公司在各地的分支機(jī)構(gòu)處在營銷的最前沿,營業(yè)部營銷策略的正確與否,水平的高與低將直接決定證券公司的經(jīng)營業(yè)績。本文通過對市場營銷相關(guān)理論的學(xué)習(xí)與研究,立足國泰君安證券在濟(jì)南的分支營業(yè)部JFL營業(yè)部,對營業(yè)部的營銷策略的優(yōu)化與保障措施問題進(jìn)行了研究與探索。 文章首先對JFL營業(yè)部的外部環(huán)境進(jìn)行了全面分析,通過分析表明當(dāng)前隨著股票市場的持續(xù)低迷,市場競爭環(huán)境進(jìn)一步惡化,營業(yè)部的生存日益艱難,這從外力上迫使?fàn)I業(yè)部進(jìn)行營銷策略的調(diào)整。隨后文章對JFL營業(yè)部的內(nèi)部環(huán)境和當(dāng)前的營銷策略及存在的問題進(jìn)行了分析說明,指出營業(yè)部當(dāng)前在競爭中存在一定優(yōu)勢,但更多的是問題,因此這從內(nèi)力上也迫使?fàn)I業(yè)部進(jìn)行川關(guān)營銷策略的進(jìn)一步優(yōu)化調(diào)整。然后文章結(jié)合市場營銷中前沿的7P營銷理論,針對當(dāng)前營業(yè)部的實(shí)際情況,對營業(yè)部的營銷策略進(jìn)行了優(yōu)化,包括產(chǎn)品策略優(yōu)化、價格策略優(yōu)化、渠道策略優(yōu)化、促銷策略優(yōu)化、人員策略優(yōu)化、有形展示優(yōu)化和服務(wù)過程的優(yōu)化。為了保證相關(guān)營銷策略優(yōu)化措施的有效落地實(shí)施,文章的最后提出了相關(guān)的保障措施,主要包括資源保障、組織保障和文化保障三個方面的內(nèi)容。 本文的主要創(chuàng)新點(diǎn)在于結(jié)合7P營銷理論和營業(yè)部實(shí)際所提出的營銷策略優(yōu)化方法及相關(guān)保障措施,它對于證券營業(yè)部在當(dāng)前市場條件下改進(jìn)營銷策略,提升營銷競爭力具有重大的實(shí)際意義。
[Abstract]:The opening of the Shanghai Stock Exchange on December 19, 1990, marked the formal birth of China's securities market. Over the past 20 years, China's securities market has experienced a transformation of the stock market, a reform of the split share structure, a series of policies and regulations, With the gradual improvement of the system, China's capital market is gradually maturing in twists and turns. As an important participant in the securities market, securities companies have also experienced a transition process from business to comprehensive marketing in more than 20 years. On October 16, 2007, the Shanghai Composite Index created the Chinese stock market legend with 6124 points. But what follows is the Chinese stock market successive years of depression, the former glory is no longer. With the continuing downturn of the stock market, the continuing commission war between securities firms and the shrinking of customer turnover, the commission income, as the main source of income of securities firms, has fallen sharply, and the survival environment of securities firms has become increasingly difficult. At present, how to solve the marketing dilemma of low end vicious competition through the improvement of service marketing mode, how to improve the marketing competitiveness of securities companies through the further optimization of traditional marketing strategies, thus further improve the marketing performance, Improving customer satisfaction and loyalty has become the biggest problem in front of securities firms and their branches. Since Guo Shuqing, the new chairman of the Securities Regulatory Commission, has come into power, the new policies have come out frequently, and the reform has been gradually introduced into the deep water area. The securities market is bound to go through a new process of industry integration. This also urgently requires the various securities companies and their branches and business departments to improve their marketing strategies. Increase marketing efforts, will itself quickly become bigger and stronger. As the branches of the securities companies, the securities sales department is in the forefront of marketing. Whether the marketing strategy of the business department is correct or not, the level of high and low will directly determine the business performance of the securities companies. Based on the study and study of the relevant theories of marketing, this paper studies and explores the optimization and guarantee measures of the marketing strategy of Guotai Junan Securities based on the JFL business department of Jinan branch of Guotai Junan Securities. Firstly, the paper makes a comprehensive analysis of the external environment of the JFL business department. The analysis shows that with the stock market continuing to be depressed, the market competition environment is deteriorating further, and the survival of the business department is becoming increasingly difficult. This force from the outside force to force the sales department to adjust the marketing strategy. Then the article analyzes the internal environment, current marketing strategy and existing problems of JFL business department, and points out that the business department has some advantages in the competition, but more is the problem. Therefore, this from the internal force also forces the sales department to carry on the Sichuan Guan marketing strategy the further optimization adjustment. Then the article combines the 7P marketing theory in the front line of the marketing, according to the actual situation of the business department at present, carries on the optimization to the marketing strategy of the business department, including the product strategy optimization, the price strategy optimization, the channel strategy optimization. Promotion strategy optimization, personnel strategy optimization, physical presentation optimization and service process optimization. In order to ensure the effective implementation of the relevant marketing strategy optimization measures, the article puts forward the relevant safeguards at the end of the article, mainly including three aspects: resource security, organizational security and cultural security. The main innovation of this paper is to combine the 7P marketing theory with the marketing strategy optimization method and the relevant safeguard measures put forward by the business department, which can improve the marketing strategy of the securities sales department under the current market conditions. It is of great practical significance to enhance the competitiveness of marketing.
【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】：2013
【分類號】：F832.51;F273.2
本文編號：2346867
[Abstract]:The opening of the Shanghai Stock Exchange on December 19, 1990, marked the formal birth of China's securities market. Over the past 20 years, China's securities market has experienced a transformation of the stock market, a reform of the split share structure, a series of policies and regulations, With the gradual improvement of the system, China's capital market is gradually maturing in twists and turns. As an important participant in the securities market, securities companies have also experienced a transition process from business to comprehensive marketing in more than 20 years. On October 16, 2007, the Shanghai Composite Index created the Chinese stock market legend with 6124 points. But what follows is the Chinese stock market successive years of depression, the former glory is no longer. With the continuing downturn of the stock market, the continuing commission war between securities firms and the shrinking of customer turnover, the commission income, as the main source of income of securities firms, has fallen sharply, and the survival environment of securities firms has become increasingly difficult. At present, how to solve the marketing dilemma of low end vicious competition through the improvement of service marketing mode, how to improve the marketing competitiveness of securities companies through the further optimization of traditional marketing strategies, thus further improve the marketing performance, Improving customer satisfaction and loyalty has become the biggest problem in front of securities firms and their branches. Since Guo Shuqing, the new chairman of the Securities Regulatory Commission, has come into power, the new policies have come out frequently, and the reform has been gradually introduced into the deep water area. The securities market is bound to go through a new process of industry integration. This also urgently requires the various securities companies and their branches and business departments to improve their marketing strategies. Increase marketing efforts, will itself quickly become bigger and stronger. As the branches of the securities companies, the securities sales department is in the forefront of marketing. Whether the marketing strategy of the business department is correct or not, the level of high and low will directly determine the business performance of the securities companies. Based on the study and study of the relevant theories of marketing, this paper studies and explores the optimization and guarantee measures of the marketing strategy of Guotai Junan Securities based on the JFL business department of Jinan branch of Guotai Junan Securities. Firstly, the paper makes a comprehensive analysis of the external environment of the JFL business department. The analysis shows that with the stock market continuing to be depressed, the market competition environment is deteriorating further, and the survival of the business department is becoming increasingly difficult. This force from the outside force to force the sales department to adjust the marketing strategy. Then the article analyzes the internal environment, current marketing strategy and existing problems of JFL business department, and points out that the business department has some advantages in the competition, but more is the problem. Therefore, this from the internal force also forces the sales department to carry on the Sichuan Guan marketing strategy the further optimization adjustment. Then the article combines the 7P marketing theory in the front line of the marketing, according to the actual situation of the business department at present, carries on the optimization to the marketing strategy of the business department, including the product strategy optimization, the price strategy optimization, the channel strategy optimization. Promotion strategy optimization, personnel strategy optimization, physical presentation optimization and service process optimization. In order to ensure the effective implementation of the relevant marketing strategy optimization measures, the article puts forward the relevant safeguards at the end of the article, mainly including three aspects: resource security, organizational security and cultural security. The main innovation of this paper is to combine the 7P marketing theory with the marketing strategy optimization method and the relevant safeguard measures put forward by the business department, which can improve the marketing strategy of the securities sales department under the current market conditions. It is of great practical significance to enhance the competitiveness of marketing.
【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】：2013
【分類號】：F832.51;F273.2
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