招商证券品牌战略研究

发布时间：2018-04-23 19:00

本文选题：品牌 + 品牌战略　；参考：《西南交通大学》2013年硕士论文

【摘要】：中国经济自改革开放以来持续增长,在各个领域取得了突出的进展,社会主义市场经济体制不断完善。始于上世纪70年代的改革开放,是中国这30多年来经济社会发展的基本背景。中国经济资本市场从91年建立,到今天有20多年的时间,资本的利用效率得到了极大程度的提升,为现今证券公司的发展提供了良好的机遇,我国正在从生存型向消费型社会转变,体现在消费需求多样化,基本物质需求比列明显降低,服务业在国民经济中占主导地位,金融服务业作为其中重要的一个环节,证券公司是金融服务业的一个主要分支,如何提高证券公司的服务效率,如何摆正证券公司在金融服务业中所占的位置,证券公司如何发展一直在市场经济中困扰着我们。在我国现阶段,证券公司只靠着传统的经济、自营和投行业务已经越来越跟不上市场的节奏,发展空间也越来越小,VC、PE、并购重组等新型业务改变着证券公司的盈利模式,全面性的投资银行呼之欲出,证券公司应当作为真正的投行,具备完备的支付功能,托管功能、自主柜台交易功能、信用功能。而随着我国GDP的逐年增加,有更多的金融以及金融产品需要服务,这就要改进证券公司的业务种类以及服务模式,提升证券公司整体经营、运营水平,具有重大的社会现实意义。本论文针对招商证券股份有限公司的实际,遵循证券公司品牌的一般规律,运用管理学的基础理论和专门学科知识,借鉴国内外先进的证券公司业务发展模式理念和成功经验,改进公司的品牌战略。通过对中国资本市场和证券行业的全面分析,为招商证券的发展道路识别和把握商业机会提供新的经营思维和理念。运用战略管理的思维,通过SWOT分析方法对公司的战略进行分析,重新确立了公司推行“励新图强、墩行致远”的核心价值观和“成为中国顶尖的,打造全中国最佳投资银行”为战略目标的愿景。在正确把握现有商机的情形下,建立一只高效、团结、务实的服务团队,为公司的战略执行提供保障,并通过新业务的开拓与延伸,改进之前客户定位的缺失和模糊。本论文通过对招商证券品牌战略进行探索和尝试,旨在抛砖引玉,希望能为现实的科研和证券公司在处理具体问题的时候提出一些解决办法。
[Abstract]:China's economy has continued to grow since reform and opening up, has made outstanding progress in various fields, and the socialist market economic system has been continuously improved. The reform and opening up, which began in the 1970s, is the basic background of China's economic and social development in the past 30 years. Since the establishment of China's economic capital market in 1991 and more than 20 years since its establishment, the efficiency of capital utilization has been greatly improved, which provides a good opportunity for the development of securities companies today. Our country is changing from the survival type to the consumptive society, which is reflected in the diversification of the consumption demand, the obvious decrease of the basic material demand ratio, the dominant position of the service industry in the national economy, and the financial service industry as one of the important links. The securities company is one of the main branches of the financial service industry. How to improve the service efficiency of the securities company, how to correct the position of the securities company in the financial service industry, and how to develop the securities company in the market economy have been puzzling us all the time. At the present stage in our country, securities companies rely only on the traditional economy, and the self-employed and investment banking businesses have been unable to keep up with the pace of the market. The space for development is becoming smaller and smaller. The new business, such as mergers and acquisitions and reorganization, has changed the profit model of securities companies. A comprehensive investment bank is ready to emerge, and the securities company should be a real investment bank with complete payment function, trusteeship function, independent over-the-counter transaction function and credit function. With the increase of GDP in China, more financial and financial products need to be served. This will improve the business types and service models of securities companies, and enhance the overall management and operation level of securities companies. It is of great social significance. This paper aims at the reality of China Merchants Securities Co., Ltd., follows the general law of securities company brand, applies the basic theory and specialized subject knowledge of management, and draws lessons from the advanced business development model and successful experience of domestic and foreign securities companies. Improve the company's brand strategy. Through the comprehensive analysis of China's capital market and securities industry, this paper provides a new management thought and idea for the development of China Merchants Securities. With the thinking of strategic management and the analysis of the company's strategy by SWOT analysis method, the core values of the company's promotion of "strong new plan and strong" and "becoming the top of China" have been re-established. The vision of creating the best investment bank in China "is the strategic goal." Under the condition of correctly grasping the existing business opportunities, we should set up an efficient, United and pragmatic service team to provide guarantee for the company's strategic implementation, and through the development and extension of new business, we can improve the lack and ambiguity of customer orientation before. Through the exploration and attempt of the brand strategy of China Merchants Securities, this paper aims to offer some solutions to the practical scientific research and securities companies when dealing with specific problems.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F273.2;F832.39

【共引文献】