XX证券营业部服务营销模式研究

发布时间：2018-02-03 03:19

本文关键词： 证券营业部专业服务服务营销　出处：《兰州大学》2012年硕士论文　论文类型：学位论文

【摘要】：近年来,伴随着国内经济的发展,人均可支配收入不断提高,民间资本快速增长,社会财富的积累较以往有了质的不同,通过现有金融市场进行投资和理财规划的人群已极大的丰富。证券营业部作为证券公司经纪业务最基层的机构,其经营模式及提供的产品在面临着机遇与发展的同时,也面临着更多的新挑战。对于现有的证券经营机构其生存空间受到行业外的证券替代产品的挤压及行业内网点审批放开等因素的影响,已完全走出了暴利垄断时代。从本世纪初期开始,证券营业部纷纷开始重视营业部层面的营销工作,在03、04年之后基本都是采用在银行驻点宣传的方式实现自己的营销目的,由于现有的营销方式是依附于银行的,营销的对象也是被银行牢牢控制的银行客户,由此证券营销做的更多的是拿条件交换客户,或是在营销渠道的末端等待客户,这变相使证券公司和银行变成了上下游的合作关系,相当于一个服务行业将自己的服务资源完全交给上游公司进行控制,这对于一个独立的金融行业是不可长久的,也是绝对不允许的。证券公司对于资本市场的研究及对资本市场的风险把握,对资本市场中产品的研究能力是银行体系所远远不能达到的,发挥证券行业的专业所长,积极探索在证券营业部层面开展以专业服务带动的服务营销模式将有助与行业的发展,能够有效的维护行业利益并扩大行业的成长空间。本文通过对XX证券兰州营业部采取的业务营销模式进行分析,通过对该营业部的经营状况及构架进行分析,找到现有营销模式存在的问题,通过多种研究方法,确定以新的服务营销模式取代现有的营销模式是解决目前XX证券兰州营业部存在问题的最好尝试。对服务营销模式进行阐述,确定构成服务营销模式的服务体系、人员管理体系、薪酬体系等,并针对XX证券兰州营业部的现状,对该证券营业部的构架进行重新组建。对按照服务营销模式搭建的新营业部的构架进行实施,并对实施过程中可能遇到的问题进行分析解决,以此来尝试给证券营业部的营销工作找到符合未来发展的解决方案。
[Abstract]:In recent years, with the development of the domestic economy, the per capita disposable income increased, the rapid growth of private capital, the accumulation of social wealth than in the past have different quality, investment and financial planning through existing financial market groups have been greatly enriched. The securities business department of securities brokerage business as the most basic institutions, the business models and products in the face of opportunities and development at the same time, is also facing more new challenges. For existing securities institutions and their living space by industry of securities products to replace the extrusion and industry outlets for approval to release and other factors, has been completely out of the era of monopoly profits.
From the beginning of this century, the securities business department have begun to pay attention to the business department level marketing work, in 03,04 years after the basic are using their own marketing to achieve the purpose of stagnation in bank propaganda way, because the existing marketing mode is dependent on the bank's marketing object is tightly controlled by the bank customers, the securities marketing is doing more with exchange customers, or wait for customers at the end of the marketing channel, this disguised so that the securities companies and banks into the upstream and downstream cooperation, the equivalent of a service industry will serve their resources entirely to the upstream company control, this is not long for a independent financial industry, it is absolutely not allowed.
A securities company for the risk capital market and capital market to grasp, the banking system fell far short of the ability of products in the capital market, the securities industry to play professional expertise, and actively explore the help with the development of the industry will be in the securities business to carry out professional services to the service marketing mode of department level, can effectively safeguard the interests of the industry and expand the room for growth of the industry.
In this paper, through the analysis to Lanzhou Sales Department of XX securities business marketing model, based on the operating conditions of the sales department and architecture analysis, find the problems of the existing marketing model, through a variety of research methods, to determine the new service marketing model to replace the existing marketing mode is the best solution to try the XX securities business department of Lanzhou the problems of service marketing model described, determine the service marketing mode of the service system, personnel management system, compensation system, according to the current situation of XX securities business department of Lanzhou, the framework of the securities business department was re established. Implemented in accordance with the framework of service marketing model to build the new business department. And the possible problems encountered in the implementation of the analysis solution, in order to try to find the marketing of the securities business department in accordance with the future development of the party The case.

【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.5

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