X证券营业部营销策略研究

发布时间：2018-06-08 04:22

本文选题：金融市场营销 + 证券营业部　；参考：《西南财经大学》2013年硕士论文

【摘要】：证券市场是我国资本市场的重要组成部分,其对资本市场的健康发展又起到重要的作用。证券公司在长期的政府政策保护和行业垄断下形成的经纪业务经营模式存在很多问题,而且在新的形势下还面临诸多挑战,这使得我国证券公司证券经纪业务的经营举步维艰,陷入了连续几年行业整体下滑的困境。因此,分析我国证券营业部经纪业务的经营模式存在的问题、面临的挑战以及如何转型和创新是目前我国证券行业继续解决的的重要课题。我国证券经纪业务未来的发展趋势是经纪业务服务内容从通道型向理财型转变,网上证券和手机证券将成为主流交易方式,以证券客户经理制度为核心的营销组织模式日益成熟,客户管理模式由粗放型向集约型转变,集中交易模式将逐步取代分散交易模式,经纪业务的形态由现场交易向非现场交易转变。本文首先运用PSET理论工具通过对X证券营业部所处的宏观和微观环境以及其营销现状、优劣势等方面作出分析研究,进而找出X证券营业部营销工作存在的问题,研究发现其营销停留于表面,缺乏详尽可行的营销策略,客户分类过于简单,缺乏科学的细分方法,以总公司考核指标为中短期目标,忽视了以客户为中心的长期目标,营销人员数量少流动性大,不利于营销团队的建设,营销人员的日常管理和培训问题,对营销部门的资源投放不足,为营销部门配套的服务管理岗位缺失,以及营销渠道建设和维护跟不上营业部的发展等问题。最后针对营业部营销过程中存在的问题,通过运用营销4Ps策略,从金融产品、定价、渠道和促销四大方面规划相应的策略,提出无差别型基本产品以及产品增值服务和改进产品策略、差异化定价策略,营业部应寻找多样化的渠道策略,充分挖掘潜在合作金融机构渠道,加强各种促销活的开展等多样化策略。再者从营销理念的转变、人员的培训和项目资金保障进行了研究对策,为了营业部营销策略的顺利实施提供保障。本文运用证券市场营销的理论工具和方法,通过对证券行业宏微观环境的研究分析,并以X证券营业部的实际经营为案例,总结出针对该证券营业部的营销策略,希望在对X证券营业部的经营管理提供一定帮助的同时,还能对证券行业的发展贡献自己微薄之力。
[Abstract]:The securities market is an important part of the capital market in China, which plays an important role in the healthy development of the capital market. There are many problems in the management mode of brokerage business formed by securities companies under the long-term government policy protection and industry monopoly, and they also face many challenges under the new situation, which makes the operation of securities brokerage business of securities companies in our country difficult. In a row for several years the industry as a whole decline in the predicament. Therefore, this paper analyzes the problems existing in the business model of brokerage business in China's securities business department. The challenge and how to transform and innovate are the important problems that our securities industry continues to solve at present. The future development trend of securities brokerage business in China is that the service content of brokerage business changes from channel type to financial management type. Online securities and mobile securities will become the mainstream trading methods. The marketing organization mode, which takes the securities account manager system as the core, is becoming more and more mature, and the customer management mode is changing from extensive to intensive. The centralized trading model will gradually replace the decentralized trading model, and the mode of brokerage business will be changed from the field transaction to the off-site transaction. Firstly, this paper uses PSET theory tools to analyze the macro and micro environment of X securities business department and its marketing status. By analyzing the advantages and disadvantages, the author finds out the problems existing in the marketing work of X securities sales department. The research finds that the marketing of X securities department stays on the surface, lacks the detailed and feasible marketing strategy, the customer classification is too simple, and lacks the scientific subdivision method. Taking the head office assessment index as the medium and short term goal, neglecting the long-term goal of taking the customer as the center, the number of marketing personnel is less mobile, which is not conducive to the construction of the marketing team, the daily management and training of the marketing personnel. Lack of resources for marketing departments, lack of supporting service management posts for marketing departments, and problems such as the construction and maintenance of marketing channels cannot keep up with the development of business departments, etc. Finally, the problems existing in the marketing process of sales departments are addressed. By using the 4Ps strategy of marketing, this paper plans the corresponding strategies from four aspects of financial products, pricing, channels and promotion, and puts forward the strategies of non-differentiated basic products and product value-added services, improving product strategies, and differentiated pricing strategies. The sales department should look for diversified channel strategies, fully tap the channels of potential cooperative financial institutions, and strengthen various diversification strategies such as promotion activities. Furthermore, from the change of marketing concept, the training of personnel and the project fund guarantee, the research countermeasures are carried out to provide the guarantee for the smooth implementation of the marketing strategy of the sales department. This paper uses the theoretical tools and methods of securities marketing. Through the research and analysis of the macro and micro environment of the securities industry, and taking the actual operation of the X securities business department as an example, this paper summarizes the marketing strategy for the securities business department, hoping to provide some help for the operation and management of the X securities business department at the same time. Can also contribute to the development of the securities industry their own modest contribution.
【学位授予单位】：西南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.39;F274

【参考文献】