国盛证券四平英雄街营业部经纪业务营销策略研究

发布时间：2018-05-01 04:26

本文选题：国盛证券 + 四平英雄街营业部　；参考：《吉林大学》2015年硕士论文

【摘要】：经纪业务是证券公司的传统项目，证券公司通过交易系统接受客户交易指令进行委托，收取交易佣金。2013年的行业经营数据表明，在115家证券公司中90.4%的证券公司当年实现了盈利，营业收入累计为1592.4亿元，利润累计440.21亿元。从收入结构分析，经纪业务贡献度再次提升，实现净收入759.21亿元。分析2013年的证券市场背景，全年新股发行基本处于暂停状态，股票交易再次活跃，催生了经纪业务收入的大幅增长。因此，对券商来说，资本中介业务要受到多种因素的影响，经纪业务仍然是券商稳定发展的基石。依据2013年发布的《证券公司分支机构监管规定》：券商开设营业部只要向当地证监局进行上报审批即可，不再受到数量和地区的制约。基于监管部门放开了对券商增设营业网点的限制，券商均加大了力度，进行营业网络的扩张。与此同时，经纪业务的竞争也日趋残酷，综合佣金水平不断下降，压缩传统利润来源，佣金战已经成为各大券商争夺客户、增加交易量的最常用手段，直接导致了经营环境的整体性恶化，大券商由于拥有庞大的资产基础、雄厚的资本积累，在业务创新能力和品牌营销方面都具有明显优势，在客户抢夺战中斩获颇丰，大批小券商受到明显的冲击。阿里巴巴的余额宝与天弘基金的成功案例，让“互联网金融”一度成为网络搜索热词。国金证券紧跟创新步伐，开始了与腾讯的深入合作，“佣金宝”随即面世。投资者可以利用腾讯股票频道直接开户，免去现场开户的繁琐手续，，并可享受万二的佣金标准，金融业与互联网的频频“联姻”，让投资者在眼花缭乱的同时也趋之若鹜。证券行业经营形势的剧烈变化将倒逼券商进行经纪业务领域的重新定位和营销策略的转型。本文以市场营销理论作为研究过程的理论支撑，采用了以下三种方法进行具体研究：（1）文献分析法。通过对市场营销领域相关文献材料的阅读，了解市场营销工作的理论基础和研究框架，分析国盛证券四平英雄街营业部经纪业务营销策略制定面临的困境和解决方案，最后给出结论。（2）实证研究分析法。通过研究对象的定性分析和定量研究，对国盛证券四平英雄街经纪业务营销策略进行探讨。（3）波特“五力模型”分析法。运用波特“五力模型”图分析国盛证券四平英雄街营业部经纪业务营销面临的威胁。通过对国盛证券四平英雄街营业部经纪业务营销策略的研究，实现国盛证券四平英雄街营业部（筹）在四平地区经纪业务营销的合理规划，从而支撑营业部的正常运转，为后续业务的拓展提供良好基础，在保证良好社会效益的同时，提高网点的营销水平和竞争实力。
[Abstract]:Brokerage is a traditional business of securities companies that receive orders from clients to commission transactions through trading systems. Industry data for 2013 show that, Of the 115 securities companies, 90.4% made profits in that year, with cumulative operating income of 159.24 billion yuan and profits of 44.021 billion yuan. From the income structure analysis, brokerage business contribution again to achieve net income of 75.921 billion yuan. After analyzing the background of the securities market in 2013, the new share issue was basically suspended, and the stock trading was active again, which gave rise to the substantial growth of brokerage income. Therefore, for securities firms, capital intermediary business will be affected by a variety of factors, brokerage business is still the cornerstone of the stable development of securities companies. According to the "Securities Company Branch Supervision Regulation" issued in 2013: brokerage companies to open the business department as long as the local Securities Regulatory Bureau to report to the examination and approval, no longer subject to the number and regional constraints. As regulators liberalize restrictions on the creation of business outlets, brokers have stepped up their efforts to expand their business networks. At the same time, the competition in brokerage business is becoming increasingly cruel, the level of comprehensive commission is declining, the traditional sources of profits are being compressed, and the commission war has become the most commonly used means for major securities firms to compete for customers and increase trading volume. As a direct result of the overall deterioration of the business environment, because of its huge asset base and abundant capital accumulation, large securities firms have obvious advantages in business innovation and brand marketing, and have gained a lot in the battle for customers. A large number of small securities companies were obviously hit. Alibaba's Yu'e Bao and Tianhong Fund's success story, so that "Internet Finance" has become a hot word for online search. Gold Securities followed the pace of innovation, began with Tencent's in-depth cooperation, "commission treasure" immediately appeared. Investors can use Tencent stock channel to open accounts directly, avoid the cumbersome procedures of opening accounts on the spot, and enjoy a million commission standards. The frequent "marriage" between the financial industry and the Internet makes investors scramble for it. The drastic changes in the operation situation of the securities industry will force the securities firms to reposition their brokerage business and transform their marketing strategies. In this paper, the marketing theory as the theoretical support of the research process, using the following three methods to study the specific literature analysis. Through the reading of the related literature in the field of marketing, the theoretical basis and research framework of the marketing work are understood, and the difficulties and solutions faced by the broker marketing strategy in the business department of Siping Hero Street of Guosheng Securities are analyzed. Finally, the conclusion is given. Through the qualitative analysis and quantitative study of the research object, this paper probes into the marketing strategy of brokerage business in Siping Hero Street of Guosheng Securities) Porter's "five Force Model" analysis method. This paper analyzes the threat to the marketing of brokerage business in Siping Hero Street of Guosheng Securities by using Porter's five Force Model. Through the research on the marketing strategy of brokerage business in Siping Hero Street, Guosheng Securities Siping Hero Street Business Department (chip) of Guosheng Securities Siping Hero Street in Siping area has a reasonable plan for the marketing of brokerage business, thus supporting the normal operation of the business department. To provide a good basis for the subsequent business expansion, while ensuring good social benefits, improve the marketing level and competitive strength of the network.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.39;F274

【参考文献】