D证券营业部营销策略研究

发布时间：2018-03-19 11:34

本文选题：证券营业部　切入点：营销策略　出处：《北京交通大学》2013年硕士论文　论文类型：学位论文

【摘要】：从2006年到2012年,我国股市经历了大起大落。代表性的上证指数一度到达6124点的历史高点,又一路狂跌至1664点。我国股民的投资理念受到重创,投机心理受到抑制。各大券商间的竞争逐渐变得白热化,相关问题日益突出,证监会开始整顿和规范资本市场。本文以探析D证券营业部遇到的销售额下滑,市场份额减少,客户不断离开等问题为背景,结合市场动态和国家经济形势,从理论和实际两方面对该营业部面临的内部、外部因素进行分析,总结了该营业部营销方面的优势、劣势、面临的机会和威胁等情况,运用服务营销的相关理论,指出了通过差异化产品和优质服务、多方位营销渠道、多样化服务促销、服务定价等策略,改善营业部营销氛围和环境,达到有效推进营销指标、扩大盈利范围的目的。文章首先介绍了证券营业部营销策略概念、市场营销环境、SWOT分析方法、服务营销理念等理论。其次,运用SWOT分析方法对该营业部面临的宏观经济环境、市场竞争状况、市场供需情况以及该营业部内部组织结构、销售渠道、产品构成等情况进行深入分析剖解,运用服务营销的相关理论,探析了解决问题的途径。
[Abstract]:From 2006 to 2012, China's stock market experienced a big ups and downs. The representative Shanghai Stock Exchange index once reached a historical high of 6,124 points, then plummeted all the way to 1, 664 points. Speculative psychology was restrained. The competition among the major securities firms became more and more intense, and the related problems became increasingly prominent. The CSRC began to rectify and regulate the capital market. Based on the analysis of the problems encountered by D securities sales department, such as the decline in sales, the decrease of market share and the continuous departure of customers, this paper combines the market dynamics and the national economic situation, and analyzes the internal problems faced by the sales department from both theoretical and practical aspects. The external factors are analyzed, and the advantages, disadvantages, opportunities and threats faced by the sales department are summarized. By using the relevant theory of service marketing, the paper points out the multi-directional marketing channels through differentiated products and high-quality services. Diversification of service promotion, service pricing and other strategies to improve the sales department marketing atmosphere and environment, to effectively promote marketing targets, expand the profit range of the purpose. Firstly, the paper introduces the concept of marketing strategy, the marketing environment and the theory of service marketing. Secondly, the paper applies the SWOT analysis method to analyze the macroeconomic environment and the market competition situation faced by the business department. The situation of market supply and demand as well as the internal organization structure, sales channel and product composition of the sales department are analyzed and analyzed in depth, and the ways to solve the problems are analyzed by using the relevant theories of service marketing.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.39

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