方正证券股份有限公司代销金融产品营销策略研究

发布时间：2018-02-16 17:22

本文关键词： 方正证券股份有限公司金融产品代销营销策略业务协同金融创新　出处：《湖南大学》2015年硕士论文　论文类型：学位论文

【摘要】：自上个世纪90年代初上海、深圳证券交易所成立以来,我国的资本市场发展迅猛,金融改革与创新也从未停止。金融创新产品也不断出现,而在这些创新产品和机制的背后是强有力的营销战略指导和营销策略支持。金融机构,尤其是证券公司必须自上而下,结合大环境调整其营销战略方向,灵活制定营销策略才能不适应不断变化的外部环境和内部结构,从而在同业竞争中占据有利地位。本文通过对方正证券公司代销金融产品业务的内外部环境分析,结合公司组织架构、渠道经营模式、整理出公司现行的营销战略方向:拓展金融产品代销业务细分市场,引进同业合作伙伴,积极发掘行业代销业务机会,完善公司产品线和服务延伸;渠道经营模式上要以现有京、浙、湘为中心,向周边辐射,按客户资源比重调整营业部配置和销售人员管理,积极发展三线城市创新业务,占领业务高地。同时,本文运用SWOT对公司代销金融产品同业环境进行了分析,运用4Ps对代销金融产品进行市场营销组合策略分析。通过实施代销金融产品营销策略,预期提升营销团队的作战能力、提升公司品牌价值、提高客户满意度和粘度。通过研究方正证券公司代销金融产品营销策略,发现公司战略定位、良性的同业合作、销售渠道的建设与拓展以及营销人员的持续培训等四个方面的因素是营销策略得以实现并获得最大化效益的关键。
[Abstract]:Since the establishment of Shanghai and Shenzhen Stock Exchange in early -10s, China's capital market has developed rapidly, and financial reform and innovation have never stopped. But behind these innovative products and mechanisms are strong marketing strategy guidance and marketing strategy support. Financial institutions, especially securities companies, must adjust their marketing strategy direction from top to bottom, taking into account the general environment. The flexible formulation of marketing strategy can not adapt to the changing external environment and internal structure, thus occupying a favorable position in the competition of the same industry. Combined with the company's organizational structure and channel management model, the current marketing strategy of the company is sorted out: expanding the subdivision market of the financial products' consignment business, introducing the business partners of the same industry, and actively exploring the business opportunities of the industry's sales agent, Improve the company's product line and service extension, channel business model should be based on the existing Beijing, Zhejiang, Hunan as the center, radiation to the surrounding, according to the proportion of customer resources to adjust the allocation of business department and sales personnel management, actively develop third-tier city innovation business, At the same time, this paper uses SWOT to analyze the same industry environment of the company's financial products, and 4Ps to analyze the marketing combination strategy of the financial products. It is expected to enhance the combat ability of the marketing team, enhance the company's brand value, improve customer satisfaction and viscosity. By studying the marketing strategy of Fangzheng Securities Company, we can find out the strategic orientation of the company and the benign interbank cooperation. The construction and expansion of sales channels and the continuous training of marketing personnel are the key factors for the realization of marketing strategy and the maximization of benefits.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F832.39

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