国联证券A营业部营销策略研究
发布时间：2018-09-01 07:47
【摘要】：证券公司开展各项经纪业务的主要载体就是各个地区的证券营业部，目前一些地区的经纪业务收入已经占到了证券公司收入的一半以上，因此稳健的发展证券营业部对于证券公司有积极的作用。但是，经过了2008年的经济危机，，世界经济出现了减缓迹象，并且伴随着欧洲债务危机等问题的出现，各个国家和地区的金融市场正处于低迷时期，这对于证券公司来说是较为恶劣的外部环境。同时，在金融市场中还存在大量的具有雄厚资金、具有先进的管理模式的证券公司来共同竞争市场上的业务，这些对于国联证券公司都是严峻的考验。介于此种背景下，传统的经纪业务模式已经无法满足市场的需求，交易佣金的持续下降也影响了证券公司的利润。此时，证券公司就要更多的增加对营业部的管理，开展多种多样的营销措施，不断的增强自身的核心竞争力，这些才能够保证企业在未来的发展之路更加的平稳。 本文在这样大的背景下，通过分析国联证券A营业部在营销方面的现状以及出现的问题并且考虑到当前国联证券A营业部面临的外部环境和内部环境，运用了SWOT分析法、PEST分析法还有比较分析法来进行分析，量身为国联证券A营业部的发展打造了一套营销策略，并且提出了相关的保障性措施；最后通过对于全文的总结，得出了要想使得A营业部能够立足于不败之地，就必须建立更加方便快捷的网络，并且高效的利用网络进行营销。
[Abstract]:The main carrier for securities companies to carry out various brokerage business is the securities business departments in various regions. At present, the brokerage business income in some regions has already accounted for more than half of the securities companies' income. Therefore, the steady development of securities business department has a positive role for securities companies. However, after the economic crisis in 2008, the world economy has shown signs of slowing down, and with the emergence of the European debt crisis and other problems, the financial markets of various countries and regions are in the doldrums. This is a relatively bad external environment for securities companies. At the same time, in the financial market, there are a large number of securities companies with abundant funds and advanced management mode to jointly compete for the business in the market, which is a severe test for the Guolian Securities Company. In this context, the traditional brokerage business model has been unable to meet the demand of the market, and the continued decline of trading commission has also affected the profits of securities companies. At this time, the securities companies will increase the management of the business department, carry out a variety of marketing measures, constantly enhance their core competitiveness, which can ensure the future development of enterprises more stable. In such a big background, this paper analyzes the current situation and problems in marketing of Guolian Securities A business department, and takes into account the external and internal environment that Guolian Securities A business department is facing. Using SWOT analysis method and pest analysis method and comparative analysis method to analyze, tailored for the development of Guolian Securities A business department to create a set of marketing strategies, and put forward the relevant security measures; finally, through the summary of the full text, In order to make the A business department stand in an invincible position, it is necessary to establish a more convenient and fast network, and use the network to market efficiently.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.39
[Abstract]:The main carrier for securities companies to carry out various brokerage business is the securities business departments in various regions. At present, the brokerage business income in some regions has already accounted for more than half of the securities companies' income. Therefore, the steady development of securities business department has a positive role for securities companies. However, after the economic crisis in 2008, the world economy has shown signs of slowing down, and with the emergence of the European debt crisis and other problems, the financial markets of various countries and regions are in the doldrums. This is a relatively bad external environment for securities companies. At the same time, in the financial market, there are a large number of securities companies with abundant funds and advanced management mode to jointly compete for the business in the market, which is a severe test for the Guolian Securities Company. In this context, the traditional brokerage business model has been unable to meet the demand of the market, and the continued decline of trading commission has also affected the profits of securities companies. At this time, the securities companies will increase the management of the business department, carry out a variety of marketing measures, constantly enhance their core competitiveness, which can ensure the future development of enterprises more stable. In such a big background, this paper analyzes the current situation and problems in marketing of Guolian Securities A business department, and takes into account the external and internal environment that Guolian Securities A business department is facing. Using SWOT analysis method and pest analysis method and comparative analysis method to analyze, tailored for the development of Guolian Securities A business department to create a set of marketing strategies, and put forward the relevant security measures; finally, through the summary of the full text, In order to make the A business department stand in an invincible position, it is necessary to establish a more convenient and fast network, and use the network to market efficiently.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.39
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8 章R
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