证券公司服务营销体系创新研究
发布时间：2018-10-22 09:32
【摘要】：2011年,国内经济运行出现流动性过剩、部分产业供求失衡等新情况、新问题,国际经济形势复杂多变,国际大宗商品价格持续上涨。由于货币政策的转向、房地产市场的变化、全球经济的放缓等因素,宏观经济面临较大的下行压力。国家不断加强并改善宏观调控,经济快速增长,通胀压力得到舒缓,宏观调控取得了明显的成效。 目前,证券行业是有史以来运作最规范、财务最稳健、基础最雄厚的时期,同时也是行业因尚未具备核心竞争力、专业服务营销能力不强而面临压力与挑战的最关键的时期。不打造核心竞争力,不创新服务营销体系,整个证券行业或将被银行、信托等金融机构进一步边缘化。 本文立足于大量的理论、实证分析,结合服务营销理论以及我国证券行业的现状,对服务营销现状进行了较为细致、深入、客观的评价和分析,并联系我国资本市场的发展趋势以及海外成熟市场的运作经验,提出通过云营销概念、网络营销概念,积极进行创新。历经二十年风雨之后,中国证券市场迎来了新的发展机遇,经济全球化、金融自由化、证券市场国际化潮流不仅改变了世界经济的发展格局,同时也改变了各国经济发展的内外部环境。中国证券行业陷入生存困境,同时又面临创新发展的历史机遇。证券行业作为中国金融机构的重要组成部分,正日益发挥着越来越重要的作用。面对证券市场的发展变化和行业的整体经营困境,针对服务营销现状,应运用科学的方法,立足于求真务实的态度、大胆进行创新工作、以持续稳定健康发展为主题,进行业务创新。 本文共分为五章进行论述,第一章简要介绍本文研究的背景、明确研究的主要目标及意义,概括介绍了研究的主要思路和方法及营销理论文献。第二章在树立服务基本概念及理论基础上,进一步阐述了市场营销和服务营销的概念及含义。第三章从服务营销在证券行业发展趋势模式,指出服务营销在证券行业中地位日趋重要,提出了证券公司服务营销体系创新的必要性。第四章以国外、国内几家大型券商为实证研究对象,从服务营销现行管理模式进行深入分析,介绍了美林证券、华泰证券、齐鲁证券等证券公司在服务营销创新中的一些做法和先进经验,明确了证券公司服务营销进行体系创新应推进客户关系管理及网络服务营销的发展趋势。第五章,从证券行业未来发展趋势,提出服务营销体系创新的两种途径：一是服务营销云体系的创新,二是是基于云服务营销网络平台的互联网络服务营销体系,通过阐述服务营销云体系主要理念、原则、架构、管理、项目实施的要点和难点等方面,提出了服务营销云体系创新项目构架和实现方式,设计云营销体系的基本框架。 本文的意义在于对证券公司服务营销的创新发展、如何进行服务营销的创新提出了现实可行、较为独特的创新思路,为探索证券市场、证券行业的创新发展之路提供了较为可行的理论依据。
[Abstract]:In 2011, there were some new problems such as excessive liquidity in domestic economic operation, imbalance in supply and demand of some industries, and new problems. The international economic situation was complicated and complicated, and international commodity prices continued to rise. Due to the shift of monetary policy, the change of the real estate market and the slowdown of the global economy, the macro-economy faces a great downward pressure. The country has continuously strengthened and improved macro-control, rapid economic growth, sustained inflation pressure, and macro-control has achieved remarkable results. At present, the securities industry is the most normative, financial most stable and the most abundant period of the time of operation, and it is also the most critical of pressure and challenge due to the lack of core competitiveness and the strong marketing capability of professional services. Period. No core competitiveness, no innovation service marketing system, whole securities industry or will be further edge by banking, trust and other financial institutions Based on a lot of theories, empirical analysis, combined service marketing theory and the present situation of securities industry in our country, this paper makes a thorough and objective analysis of the present situation of service marketing. Evaluation and analysis, and contact the development trend of China's capital market and the operating experience of overseas mature market, put forward the concept of cloud marketing, the concept of network marketing, product, After 20 years of wind and rain, China's securities market ushered in a new development opportunity, economic globalization, financial liberalization, the international trend of securities market not only changed the development pattern of the world economy, but also changed the economic development of all countries. The internal and external environment. China's securities industry is in the predicament of survival, and at the same time faces the development of innovation As an important part of China's financial institutions, the securities industry is playing an increasingly important role. The important role is to face the development change of the stock market and the overall operation dilemma of the industry. In view of the present situation of service marketing, we should use the scientific method, base on the attitude of seeking truth and pragmatism, boldly carry out innovation work, in order to keep stable and healthy development as the theme, The first chapter introduces the background of the research, the main objectives and significance of the research, and summarizes the main ideas and methods of the research. Chapter II, on the basis of establishing the basic concept and theory of the service, further expounds the marketing and service. Chapter three points out that service marketing plays an increasingly important role in the securities industry, and puts forward the service marketing of securities companies. The necessity of the system innovation is discussed in the fourth chapter. In the fourth chapter, some domestic large securities traders are the empirical research objects, and the current management mode of the service marketing is analyzed in depth. The paper introduces the development of securities companies such as Merrill Lynch, Huatai Securities and Qilu Securities in the service marketing innovation. Some practices and advanced experiences clearly show that the system innovation of securities company's service marketing should advance customer relationship management and network service. Chapter 5, from the future development trend of the securities industry, puts forward two ways to innovate the service marketing system: one is the innovation of the service marketing cloud system, the second is the Internet service marketing system based on the cloud service marketing network platform, The main ideas, principles, architecture, management, key points and difficulties of the implementation of the project have put forward the framework and implementation mode of the service marketing cloud system, and the cloud battalion is designed. The significance of this paper lies in the innovation and development of the service marketing of securities companies, how to carry on the innovation of service marketing, the realistic feasible and unique innovation thought, which is the way to explore the innovation and development of securities market and securities industry.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.39
本文编号：2286779
[Abstract]:In 2011, there were some new problems such as excessive liquidity in domestic economic operation, imbalance in supply and demand of some industries, and new problems. The international economic situation was complicated and complicated, and international commodity prices continued to rise. Due to the shift of monetary policy, the change of the real estate market and the slowdown of the global economy, the macro-economy faces a great downward pressure. The country has continuously strengthened and improved macro-control, rapid economic growth, sustained inflation pressure, and macro-control has achieved remarkable results. At present, the securities industry is the most normative, financial most stable and the most abundant period of the time of operation, and it is also the most critical of pressure and challenge due to the lack of core competitiveness and the strong marketing capability of professional services. Period. No core competitiveness, no innovation service marketing system, whole securities industry or will be further edge by banking, trust and other financial institutions Based on a lot of theories, empirical analysis, combined service marketing theory and the present situation of securities industry in our country, this paper makes a thorough and objective analysis of the present situation of service marketing. Evaluation and analysis, and contact the development trend of China's capital market and the operating experience of overseas mature market, put forward the concept of cloud marketing, the concept of network marketing, product, After 20 years of wind and rain, China's securities market ushered in a new development opportunity, economic globalization, financial liberalization, the international trend of securities market not only changed the development pattern of the world economy, but also changed the economic development of all countries. The internal and external environment. China's securities industry is in the predicament of survival, and at the same time faces the development of innovation As an important part of China's financial institutions, the securities industry is playing an increasingly important role. The important role is to face the development change of the stock market and the overall operation dilemma of the industry. In view of the present situation of service marketing, we should use the scientific method, base on the attitude of seeking truth and pragmatism, boldly carry out innovation work, in order to keep stable and healthy development as the theme, The first chapter introduces the background of the research, the main objectives and significance of the research, and summarizes the main ideas and methods of the research. Chapter II, on the basis of establishing the basic concept and theory of the service, further expounds the marketing and service. Chapter three points out that service marketing plays an increasingly important role in the securities industry, and puts forward the service marketing of securities companies. The necessity of the system innovation is discussed in the fourth chapter. In the fourth chapter, some domestic large securities traders are the empirical research objects, and the current management mode of the service marketing is analyzed in depth. The paper introduces the development of securities companies such as Merrill Lynch, Huatai Securities and Qilu Securities in the service marketing innovation. Some practices and advanced experiences clearly show that the system innovation of securities company's service marketing should advance customer relationship management and network service. Chapter 5, from the future development trend of the securities industry, puts forward two ways to innovate the service marketing system: one is the innovation of the service marketing cloud system, the second is the Internet service marketing system based on the cloud service marketing network platform, The main ideas, principles, architecture, management, key points and difficulties of the implementation of the project have put forward the framework and implementation mode of the service marketing cloud system, and the cloud battalion is designed. The significance of this paper lies in the innovation and development of the service marketing of securities companies, how to carry on the innovation of service marketing, the realistic feasible and unique innovation thought, which is the way to explore the innovation and development of securities market and securities industry.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.39
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相关期刊论文 前2条
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2 张波;金融创新理论研究的新进展评析[J];南开经济研究;2002年01期
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