G证券公司网络营销策略研究
发布时间：2018-08-28 14:25
【摘要】：中国证券市场经过十几年的发展，从单一做多机制到今天的多种投资手段，投资者可以通过双向的投资组合来完善自身的投资策略，更多的投资者对于证券公司提供的单纯通道服务也越来越来无法满足，很多大型券商开始把营销业务开展到网络，而且这种网络营销体系的建立已经逐渐的演变成为证券行业的一种趋势。 网络营销业务是现代企业对外营销工作的重要环节，由于证券公司客户结构复杂，分散于不同地域、不同行业，而且投资理念也都不同，标准化营销服务的难度极大。证券公司如何针对证券公司的客户特点建立有效的网络营销体系，对于加强证券公司管理，提升证券公司的竞争力具有重要意义。 本文首先对网络营销业务的意义及目标进行了介绍，梳理了开展网络营销业务的理论依据，分析了证券公司的网络营销业务的特点。随后对G证券公司的经营及网络营销业务进行了介绍，通过对G证券公司网络营销业务现状的分析，，提出了目前G证券公司网络营销业务存在的问题，分析了问题的成因。 在对G证券公司网络营销业务存在的问题进行分析后，提出了应在建立以证券公司总部网络营销平台基础上，根据各地分公司自身区域特点，服务客户群体不同，制定各区域有差别的网络营销策略，从而完善集团型证券公司网络营销的整体对策，最终实现证券公司总部及各个分支机构的营销目标，以达到企业集团资源优化，实现企业集团效益最大化。
[Abstract]:After more than ten years of development, investors can improve their investment strategies through two-way portfolios from a single multi-mechanism to a variety of investment instruments today. More and more investors are unable to satisfy the pure channel services provided by securities companies. Many large securities firms have begun to expand their marketing business to the Internet. And the establishment of this network marketing system has gradually evolved into a trend of the securities industry. The network marketing business is an important link of the foreign marketing work of the modern enterprise. Because the customer structure of the securities company is complex, scattered in different regions, different industries, and the investment idea is also different, the standardization marketing service is very difficult. How to establish an effective network marketing system according to the customers' characteristics of securities companies is of great significance to strengthen the management of securities companies and enhance the competitiveness of securities companies. This paper first introduces the significance and goal of the network marketing business, combs the theoretical basis of carrying out the network marketing business, and analyzes the characteristics of the securities company's network marketing business. Then it introduces the management and network marketing business of G securities company, and through the analysis of the current situation of the network marketing business of G securities company, puts forward the problems existing in the network marketing business of G securities company, and analyzes the causes of the problems. After analyzing the problems existing in the network marketing business of G Securities Company, this paper puts forward that based on the network marketing platform of the headquarters of the securities company, according to the regional characteristics of the local branches, the service customer groups are different. To formulate different network marketing strategies in different regions, so as to perfect the overall countermeasures of network marketing of group securities companies, and finally realize the marketing objectives of the headquarters and branches of securities companies, in order to optimize the resources of enterprise groups, Realize the enterprise group benefit maximization.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.39
本文编号：2209654
[Abstract]:After more than ten years of development, investors can improve their investment strategies through two-way portfolios from a single multi-mechanism to a variety of investment instruments today. More and more investors are unable to satisfy the pure channel services provided by securities companies. Many large securities firms have begun to expand their marketing business to the Internet. And the establishment of this network marketing system has gradually evolved into a trend of the securities industry. The network marketing business is an important link of the foreign marketing work of the modern enterprise. Because the customer structure of the securities company is complex, scattered in different regions, different industries, and the investment idea is also different, the standardization marketing service is very difficult. How to establish an effective network marketing system according to the customers' characteristics of securities companies is of great significance to strengthen the management of securities companies and enhance the competitiveness of securities companies. This paper first introduces the significance and goal of the network marketing business, combs the theoretical basis of carrying out the network marketing business, and analyzes the characteristics of the securities company's network marketing business. Then it introduces the management and network marketing business of G securities company, and through the analysis of the current situation of the network marketing business of G securities company, puts forward the problems existing in the network marketing business of G securities company, and analyzes the causes of the problems. After analyzing the problems existing in the network marketing business of G Securities Company, this paper puts forward that based on the network marketing platform of the headquarters of the securities company, according to the regional characteristics of the local branches, the service customer groups are different. To formulate different network marketing strategies in different regions, so as to perfect the overall countermeasures of network marketing of group securities companies, and finally realize the marketing objectives of the headquarters and branches of securities companies, in order to optimize the resources of enterprise groups, Realize the enterprise group benefit maximization.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.39
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