P证券营业部营销策略研究
发布时间：2018-11-18 09:42
【摘要】：在过去的20多年发展过程中,由于政策红利带来的通道资源的稀缺性,经纪业务为券商创造了非常丰厚的利润。但是,近几年,随着国家政策红利的逐渐消退,金融市场的进一步开放,加上互联网券商的迅速崛起,证券市场的佣金水平大幅下滑,经纪业务进入“微利时代”,以传统通道为盈利模式的营业部纷纷进入发展瓶颈期,迫切要求营业部根据新的市场环境改变营销策略,谋求转型与创新。在上述市场环境下,本文以P证券营业部为实例进行研究,P证券营业部为新设营业部,面临区域知名度低、品牌效应弱、团队不成熟、市场竞争激烈、规模小、人员少等问题,为营业部营销发展带来困难。 文章首先介绍了SWOT分析方法、营销理论等知识,对国内外经纪业务发展模式进行剖析研究。其次,结合国家经济形势和行业状况,通过对P证券营业部内部、外部环境进行分析,结合其面临的机遇和威胁、优势与劣势,运用SWOT分析法对P证券营业部发展现状及存在的营销问题进行了分析。最后,针对营业部存在的一系列问题制定了相应的7Ps营销策略以及相应的保障措施,强调营业部应借助多渠道的销售模式、丰富的产品种类、差异化的定价方式、优质的服务水平、专业知识过硬的人员配备等来拓展业务,对P证券营业部的发展具有一定的借鉴意义。
[Abstract]:In the past 20 years, because of the scarcity of the channel resources brought by the policy dividend, the brokerage business has created a very rich profit for the securities companies. However, in recent years, with the gradual retreat of the national policy dividend, the further opening of the financial market, and the rapid rise of the Internet securities firms, the commission level of the securities market has fallen sharply, and the brokerage business has entered an era of "small profits." Taking the traditional channel as the profit mode, the business department has entered the bottleneck period of development one after another. It is urgent to request the business department to change its marketing strategy according to the new market environment and to seek for transformation and innovation. In the above market environment, this paper takes P securities sales department as an example to study, P securities business department is a new business department, facing low regional visibility, weak brand effect, immature team, fierce market competition and small scale. The small number of personnel and other issues, for the sales department to bring difficulties in the development of marketing. This paper first introduces the SWOT analysis method, marketing theory and other knowledge, and analyzes the development model of domestic and foreign brokerage business. Secondly, according to the national economic situation and the industry situation, through the analysis of the internal and external environment of P securities sales department, combined with the opportunities and threats, strengths and weaknesses, The present situation and marketing problems of P securities sales department are analyzed by using SWOT analysis method. Finally, aiming at a series of problems existing in the business department, the author makes the corresponding 7Ps marketing strategy and the corresponding safeguard measures, emphasizes that the business department should rely on the multi-channel sales model, the rich product category, the differentiated pricing method. The high quality service level, the professional knowledge excellent personnel disposition and so on expands the business, has the certain reference significance to the P securities business department's development.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.39;F274
[Abstract]:In the past 20 years, because of the scarcity of the channel resources brought by the policy dividend, the brokerage business has created a very rich profit for the securities companies. However, in recent years, with the gradual retreat of the national policy dividend, the further opening of the financial market, and the rapid rise of the Internet securities firms, the commission level of the securities market has fallen sharply, and the brokerage business has entered an era of "small profits." Taking the traditional channel as the profit mode, the business department has entered the bottleneck period of development one after another. It is urgent to request the business department to change its marketing strategy according to the new market environment and to seek for transformation and innovation. In the above market environment, this paper takes P securities sales department as an example to study, P securities business department is a new business department, facing low regional visibility, weak brand effect, immature team, fierce market competition and small scale. The small number of personnel and other issues, for the sales department to bring difficulties in the development of marketing. This paper first introduces the SWOT analysis method, marketing theory and other knowledge, and analyzes the development model of domestic and foreign brokerage business. Secondly, according to the national economic situation and the industry situation, through the analysis of the internal and external environment of P securities sales department, combined with the opportunities and threats, strengths and weaknesses, The present situation and marketing problems of P securities sales department are analyzed by using SWOT analysis method. Finally, aiming at a series of problems existing in the business department, the author makes the corresponding 7Ps marketing strategy and the corresponding safeguard measures, emphasizes that the business department should rely on the multi-channel sales model, the rich product category, the differentiated pricing method. The high quality service level, the professional knowledge excellent personnel disposition and so on expands the business, has the certain reference significance to the P securities business department's development.
【学位授予单位】：北京交通大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F832.39;F274
【参考文献】
相关期刊论文 前6条
1 万晓榆;金振宇;古志辉;李薇;;企业战略变革为何步履艰难?——基于“认知-行为”视角的企业战略变革案例研究[J];科学学与科学技术管理;2011年12期
2 张华;;现阶段券商经纪业务竞争环境研究[J];现代金融;2008年11期
3 刘鹏;;加快投资顾问转型 解决证券公司经纪业务瓶颈[J];环渤海经济w，
本文编号：2339684
本文链接：https://www.wllwen.com/guanlilunwen/yingxiaoguanlilunwen/2339684.html
