A证券公司河南营业部营销策略研究

发布时间：2018-04-01 13:31

本文选题：证券营业部　切入点：服务营销　出处：《广西大学》2015年硕士论文

【摘要】：证券行业在市场化发展的大潮中,经过多年的快速成长,已经突显出一定的实力和规模。但是从目前国内外的证券市场对比来看,仍然是一个不够成熟、有待完善的市场。国内相当数量的证券公司仍存在粗放经营,业务品种过于单一,同质化竞争现象比较严重等特点。2007年之后,伴随着中国资本市场的持续低迷,市场指数的加剧动荡,传统证券经纪业务的盈利能力在近五年来呈现加速下滑之势,各大券商面临着严峻的考验,证券业经历了又一个“寒冬”。在当今复杂多变的市场环境下,如何调整经营策略获得生存,成为营业部的当务之急。因此,通过对券商营业部当前营销策略研究,分析相应对策,从而使其采取适合自身的营销策略。首先通过相关调研,对A证券公司营业部营销策略进行分析,得出问题主要有：营销手段单一,员工福利待遇偏低,营销费用不足,服务营销机制不灵活,产品线不丰富,营销人员整体素质偏低等。其次,对A证券公司营业部的所处的竞争环境进行分析,影响其发展的因素有：营销理念缺乏创新,券商之间佣金战不断等。营业部在面对外部压力的同时没有能够正视自身存在的问题,在券商区域竞争中略显被动,导致一系列问题。因此,本文将对营业部的营销环境和影响因素进行详细的探索。最后,通过结合服务营销的7P理论,针对A证券公司河南营业部营销策略问题,通过对区域营销中的市场细分,找准营业部的定位。提出营业部应该加强营销团队建设,提高客户服务质量和水平,针对基层营业部拓展营销渠道、丰富理财展品等策略。巩固自己的核心竞争力,并通过一系列保障措施,使河南营业部能够获得竞争优势。
[Abstract]:After years of rapid growth, the securities industry has highlighted its strength and scale in the trend of market-oriented development.But from the current domestic and foreign securities market contrast, is still a immature market, to be improved.A considerable number of domestic securities companies still have the characteristics of extensive operation, too single business variety, serious homogeneous competition and so on. After 2007, with the continuous downturn of China's capital market, the market index intensifies the turbulence.In the past five years, the profitability of the traditional securities brokerage business has shown a tendency of accelerated decline. The major securities firms are facing a severe test, and the securities industry has experienced another "cold winter".In the complex and changeable market environment, how to adjust the management strategy to survive has become the business department's top priority.Therefore, through the research of the current marketing strategy of the business department of the securities company, the corresponding countermeasures are analyzed to make it adopt its own marketing strategy.First of all, through the relevant research, the marketing strategy of the sales department of A securities company is analyzed, and the main problems are: single marketing means, low employee welfare, insufficient marketing expenses, inflexible service marketing mechanism, not rich product line.The overall quality of marketing personnel is on the low side.Secondly, the paper analyzes the competitive environment of the business department of A Securities Company. The factors influencing its development are: the lack of innovation in marketing concept, the constant commission war among securities companies, etc.In the face of external pressure, the business department has not been able to face up to its own problems, which is a little passive in the regional competition of securities companies, leading to a series of problems.Therefore, this article will carry on the detailed exploration to the sales department marketing environment and the influence factor.Finally, by combining the 7p theory of service marketing, aiming at the problem of marketing strategy of Henan Business Department of A Securities Company, this paper tries to find out the orientation of the business department by subdividing the market in regional marketing.It is suggested that the sales department should strengthen the construction of the marketing team, improve the quality and level of customer service, expand the marketing channels and enrich the financial exhibits for the business department at the grass-roots level.Consolidate their core competitiveness, and through a series of safeguards, Henan business department can obtain competitive advantage.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F832.39

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