长江证券公司营销现状和策略分析

发布时间：2018-05-14 23:20

本文选题：证券公司 + 营销　；参考：《大连海事大学》2012年硕士论文

【摘要】：证券公司是我国资本市场的重要参与者,它不仅关系到我国证券市场能否健康发展,同时也关系到我国市场化进展和国企改制能否顺利进行,然而,随着股票发行核准制、证券交易浮动佣金制、强化上市公司信息披露、证券对国际逐步开放、大力推行证券投资基金等措施的实施,证券行业由过去受经营许可证保护的垄断性暴利行业转变为开放竞争性微利行业,证券公司的生存与发展空间受到严峻的考验。在这种情况下,如何增强证券公司营销意识,培养证券公司营销能力,树立“以客户为中心、以需求为导向”的营销战略架构与服务体系,结合市场环境与自身的条件,因地制宜的打造核心竞争力,就显得更为重要,这也就是本文的立意所在。本文根据长江证券公司的发展现状,依据市场营销和战略理论,首先对现阶段公司的经营状况和内外部环境进行详细地刻画。然后对长江证券公司的市场进行细分,并按照证券业务的种类、投资品的种类和资金数量的大小的分类方式,定位长江证券公司选择的目标市场应该是：经纪业务市场、股票或封闭式基金市场和中散户市场。并针对如上三个目标市场,以其各自的特征和需求为出发点,从营销理论的产品策略、价格策略、营销渠道策略和促销策略的角度,对三个目标市场的营销策略的制定进行深入细致的研究。最后,提出长江证券公司实施营销策略的具体保障措施。
[Abstract]:The securities company is an important participant in the capital market of our country. It is not only related to the healthy development of the securities market in our country, but also related to the development of the marketization and the smooth progress of the reform of the state-owned enterprise. However, with the approval system of the stock issue, The floating commission system for securities trading, the strengthening of information disclosure of listed companies, the gradual opening of securities to the international community, and the implementation of such measures as securities investment funds, The securities industry has changed from monopoly profiteering industry protected by business license to open competitive minuscule profit industry in the past. The survival and development space of securities companies has been severely tested. In this case, how to strengthen the marketing consciousness of the securities companies, cultivate the marketing ability of the securities companies, set up the "customer-centered, demand-oriented" marketing strategic framework and service system, combine the market environment with their own conditions, According to local conditions to build core competitiveness, it is more important, this is the idea of this article. According to the present situation of the Changjiang Securities Company and the theory of marketing and strategy, this paper firstly describes the present situation of the company and its internal and external environment in detail. Then the market of the Changjiang Securities Company is subdivided, and according to the classification of the types of securities business, the types of investment products and the amount of funds, the target market chosen by the Yangtze Securities Company should be: the brokerage market. Stock or closed-end fund market and retail market. In view of the above three target markets, based on their respective characteristics and needs, from the point of view of product strategy, price strategy, marketing channel strategy and promotion strategy of marketing theory, The marketing strategies of the three target markets are studied in detail. Finally, put forward the Yangtze Securities Company to implement the specific safeguard measures of marketing strategy.
【学位授予单位】：大连海事大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.39;F274

【参考文献】