方正证券股份有限公司服务营销策略研究

发布时间：2018-08-30 18:23

【摘要】：我国的证券市场经历了垄断高速发展、佣金自由化后的发展、现在的稳步发展几个阶段,发展至今,投资者的选择性明显增强,在市场中的谈判地位不断提高,投资者被动接收券商出售的“商品”的局面已得到根本改变。为此,券商应积极调整思维,把为客户提供全方位服务作为券商的责任和最基本的经营原则,协调和调动内部各方面的资源,形成多层次的服务网络,迎合客户多方面的需求。证券经纪业务如何转型来形成自己的品牌,在激烈的市场竞争中占据有利的地位并取得最后的胜利,已经成为众多券商亟待解决的问题。针对这一系列的问题,有必要对证券公司服务营销的转型及发展方向进行探讨。本文以方正证券为案例,对方正证券的服务营销进行了分析。首先,从国内外的相关理论入手,分析7PS理论和服务营销理论的相关概念和发展,并对证券业服务营销进行了综述。其次,对方正证券的现状进行分析,并分析方正证券的内外部环境,对产品结构、团队建设、公司文化几个内部环境分析,再对行业环境、竞争格局几个外部环境进行分析,指出了方正证券进行服务营销的必要性。再次,根据方正证券存在的问题,从营销的7PS和客户关系管理(CRM)角度分析和制定方正证券的营销策略,包括市场细分、总体思路和具体服务营销策略组合。最后,为保证公司发展战略的实施,本文针对性地提出了更新服务观念与模式、完善客户服务体系、搭建人力资源管理体系等保障方正证券服务营销策略实施的建议。本文通过对方正证券股份有限公司服务营销的研究和相关策略的制定,对公司的可持续发展具有重大的实际意义,也对其他从事证券或金融行业等相关企业有一定参考价值。
[Abstract]:The securities market of our country has experienced the rapid development of monopoly and the development of commission liberalization. Now it has developed steadily in several stages. Up to now, the selectivity of investors has been obviously enhanced, and the negotiating position in the market has been continuously improved. Investors passively received securities companies to sell the "commodity" situation has been fundamentally changed. Therefore, the securities companies should actively adjust their thinking, regard providing all-round service to customers as their responsibility and the most basic operating principle, coordinate and mobilize the internal resources, form a multi-level service network, and meet the needs of customers in many aspects. How to transform the securities brokerage business to form its own brand, occupy a favorable position in the fierce market competition and win the final victory, has become a problem to be solved by many securities companies. In view of this series of problems, it is necessary to discuss the transformation and development direction of securities company service marketing. This paper takes Fang Zheng Securities as a case, and analyzes the service marketing of the other side positive Securities. Firstly, this paper analyzes the related concepts and development of 7PS theory and service marketing theory, and summarizes the service marketing of securities industry. Secondly, the current situation of the other side is analyzed, and the internal and external environment of Fangzheng Securities is analyzed. The internal environment of product structure, team building, company culture is analyzed, and then the external environment of industry environment and competition pattern are analyzed. The necessity of Fangzheng Securities Service Marketing is pointed out. Thirdly, according to the existing problems of Fangzheng Securities, this paper analyzes and formulates the marketing strategy of Fangzheng Securities from the perspective of 7PS and (CRM), including market segmentation, general thinking and the combination of specific service marketing strategies. Finally, in order to ensure the implementation of the company's development strategy, this paper puts forward some suggestions to guarantee the implementation of Fangzheng's securities service marketing strategy, such as renewing the service concept and model, perfecting the customer service system, and setting up the human resource management system. Through the research of service marketing and the formulation of related strategies, this paper has great practical significance for the sustainable development of the company, and also has certain reference value for other related enterprises engaged in securities or financial industry.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.39;F274

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