山西证券经纪业务营销管理问题研究

发布时间：2018-02-01 17:11

本文关键词： 证券公司证券经纪证券营销营销管理　出处：《山西大学》2012年硕士论文　论文类型：学位论文

【摘要】：经纪业务、投行业务、自营业务和资产管理业务是证券公司经营的主要业务,其中经纪业务在证券公司经营活动中又占据主导地位,是证券公司稳健经营的最重要基石。证券公司在，面对目前越来越激烈的市场竞争中,纷纷采用各种证券营销手段来推动自己的经纪业务的发展,在证券经纪业务大发展的同时,证券公司对经纪业务的依赖性也越来越强,在各大证券公司收入中占比都在50%以上。鉴于证券经纪业务的重要性,关于证券经纪业务营销管理的研究也越发重要。本文通过对山西证券证券营销管理方面的情况进行了细致的分析后,着重探讨了山西证券在证券营销管理方面面临的一些问题,如证券经纪业务的同质化竞争导致的佣金水平降低,证券经纪人素质以及流失问题。通过对这些问题进行分析总结后我认为在证券营销管理中主要是咨询服务质量控制问题。这个问题又有两方面需要在营销管理中注意：(1)是研究部门的研究成果的质量问题；(2)服务人员的向客户提供咨询服务过程的服务质量问题。针对这些问题提出只有加强研发团队建设、建立证券服务质量的内部保障体制和多层次的经纪人管理制度才能应对日趋激烈的市场竞争。本文的创新之处在于,通过对这些问题进行分析后针对证券营销管理中的主要矛盾(即服务质量控制),得出加强研发团队建设和建立起多层次的经纪人管理制度。特别是将签约专职经纪人实现员工化管理并给与其向上发展空间,是争夺优秀人才并留住人才的必要手段。本文希望通过对证券经纪业务营销管理的研究能对证券公司在进行公司治理中有所启示。
[Abstract]:Brokerage business, investment banking business, proprietary business and asset management business are the main business of securities companies, in which brokerage business plays a leading role in the business activities of securities companies. It is the most important cornerstone of the stable operation of securities companies. In the face of the increasingly fierce market competition, securities companies have adopted a variety of securities marketing means to promote the development of their own brokerage business. With the great development of securities brokerage business, securities companies rely more and more on brokerage business, accounting for more than 50% percent of the income of major securities companies. In view of the importance of securities brokerage business. The research on the marketing management of securities brokerage business is also becoming more and more important. After analyzing the situation of Shanxi securities marketing management, this paper emphatically discusses some problems that Shanxi securities face in the aspect of securities marketing management. For example, the homogeneous competition of securities brokerage business results in lower commission level. After analyzing and summarizing these problems, I think that the quality control of consulting service is the main problem in the management of securities marketing. This problem also needs to be in the management of marketing in two aspects. Note:. (. 1) it is the quality problem of the research results of the research department; 2) the service quality problems of service personnel in the process of providing consulting service to customers. To solve these problems, we should only strengthen the construction of R & D team. Only by establishing the internal guarantee system of securities service quality and multi-level broker management system can we cope with the increasingly fierce market competition. The innovation of this paper lies in. Through the analysis of these problems, the paper aims at the main contradiction (that is, service quality control) in the securities marketing management. To strengthen the construction of R & D team and establish a multi-level broker management system, especially will contract full-time brokers to achieve employee management and give them space for development. This paper hopes that the research on the marketing management of securities brokerage business can enlighten the securities companies in the process of corporate governance.
【学位授予单位】：山西大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.51

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