XY证券分支机构创新业务营销策略研究

发布时间：2018-05-02 02:21

本文选题：证券公司 + 券商创新业务　；参考：《安徽大学》2015年硕士论文

【摘要】：经过20多年的发展,中国证券市场已经成为我国社会主义市场经济体系的重要组成部分,为我国的经济体制改革和国民经济发展发挥了重要作用,已经成为市场资源配置的重要方式。而证券公司作为联接投资者与市场间的桥梁,其经营运转情况直接影响到证券市场的运行效率。证券公司分支机构是证券公司实施各项业务主要载体,其发展情况直接影响到证券公司的经营效果。同时,证券公司分支机构作为客户营销的一线单位,选择并制定科学、合理的营销策略是分支机构管理团队的重要工作,能够从根本上决定分支机构的运营模式和管理方式。在很长时间内,由于我国证券市场所处的发展阶段限制,相关部门对于证券公司的监管一直持谨慎态度,券商业务品种一直较为单一。在长期不能满足市场需求同时,也导致了证券公司收入、利润来源较少,传统的经济业务、投行业务和自营业务三大主营业务都与二级市场息息相关,导致证券业成为“看天吃饭”的行业。随着证券市场的不断发展,2012年中国证监会召开了券商创新大会,奠定了证券公司创新业务开展的基础,之后不断有各类创新业务获批开展,目前以创新型融资业务、资产证券化业务和新三板及区域股权市场挂牌辅导业务为代表的一系列创新业务蓬勃开展,在极大的满足了市场投融资需求的同时,成为证券公司重要的收入和利润来源。但由于创新业务开展时间较短,还基本处于完全竞争市场状态,各证券公司在创新业务营销过程中多存在着产品同质化、从业人员专业能力欠缺、制度建设不合理等各种问题,影响到了创新业务的可持续发展。如证券公司分支机构管理团队不能很好的解决上述问题,面对日趋激烈的创新业务市场竞争,将很快被这一新兴市场所淘汰。设计合理的证券公司分支机构创新业务营销策略已成各券商的当务之急。本文以国内中大型券商中较有代表性的XY证券的分支机构作为研究对象,对其创新业务营销策略做深入研究。首先,对市场营销相关理论,特别是服务营销理论和金融产品营销理论做系统梳理的基础上,对目前国内外相关研究成果做相应回顾；其次,详细剖析分支机构目前创新业务营销过程中和营销保障体系中的不足,找出制约分支机构创新业务开展的问题；再次针对目前XY证券创新业务开展的内外部环境做系统分析,并结合服务营销理论及金融产品营销理论,对分支机构创新业务营销中的存在的问题提出改进措施,从团队建设、理念树立、渠道拓展、绩效政策和发展通道等五个方面提出综合解决方案；最后得出结论,对XY证券分支机构创新业务营销策略做综合建议,并对券商创新业务的发展前景做展望。本文的特色及创新之处在于,在XY证券分支机构创新业务分析的基础上,结合行业发展进程,通过对理论分析和案例分析,提出了目前市场环境下券商分支机构创新业务营销策略的特点,为券商创新业务的可持续发展提供理论和实践上的参考。
[Abstract]:After more than 20 years of development, China's securities market has become an important part of the socialist market economy system in China. It has played an important role in the economic system reform and the development of the national economy, and has become an important way for the allocation of resources in the market. The operation situation directly affects the operation efficiency of the securities market. The branch of the securities company is the main carrier for the securities companies to carry out various business. The development of the securities company directly affects the operation effect of the securities company. At the same time, the branch of the securities company, as the front line unit of the customer marketing, chooses and formulates scientific and reasonable marketing strategies. The important work of the branch management team can fundamentally determine the operation mode and management mode of the branch. For a long time, due to the limitation of the development stage of the securities market in China, the relevant departments have been cautious about the supervision of the securities companies. The commercial varieties of the securities have been relatively single. In the long run, the city can not meet the market. At the same time, the demand of the field also led to the income of the securities companies, and the profit source was less. The three main business operations of the traditional economic business, the investment banking business and the self operation business were closely related to the two level market, which led to the securities industry becoming a "watch the day to eat". With the continuous development of the securities market, the China Securities Regulatory Commission held the Securities Business Innovation Conference in 2012. The foundation of the innovation business of the securities company has been laid, and after that, various kinds of innovative business have been approved, and a series of innovative business, represented by the new financing business, the asset securitization business, the new three board and the regional equity market, is flourishing, while the market investment and financing needs are greatly met. It is an important source of income and profit for the securities company. However, because of the short time to carry out the innovation business, it is still in the state of full competitive market. In the process of innovation and marketing, various securities companies have many problems such as homogeneity of products, lack of professional ability of the employees, unreasonable construction of the system and so on. For example, the management team of the branch of securities companies can not solve the above problems well, and will be quickly eliminated by this emerging market in the face of the increasingly fierce competition of innovative business market. It is urgent to design a reasonable branch of securities companies to innovate business marketing strategy. As the research object, the representative branch of XY securities is the research object, and its innovative business marketing strategy is deeply studied. First, based on the systematic combing of marketing related theories, especially service marketing theory and financial product marketing theory, the relevant research results at home and abroad are reviewed. Secondly, the detailed analysis is made. In order to find out the shortcomings of the innovation business and marketing guarantee system, the branch finds out the problems that restrict the innovative business of the branch institutions, and makes a systematic analysis on the internal and external environment of the XY securities innovation business, and combines the service marketing theory and the financial product marketing theory to the branch organization's innovative business marketing. The existing problems put forward improvement measures, from team building, concept building, channel expansion, performance policy and development channel and other five aspects of comprehensive solutions; finally draw a conclusion, the XY Securities branch innovation business marketing strategy to do comprehensive proposals, and the prospects for the development of the securities business innovation business. The innovation is that, on the basis of the analysis of the innovation business of the XY Securities branch and the development process of the industry, the characteristics of the innovative business marketing strategy of the brokerage branches in the current market environment are put forward through the theoretical analysis and case analysis, which provides a theoretical and practical reference for the sustainable development of the brokerage business.

【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.39;F274

【参考文献】