YH证券公司营业部投资顾问服务营销策略研究

发布时间：2018-03-24 07:03

本文选题：服务营销　切入点：投资顾问　出处：《华东理工大学》2013年硕士论文

【摘要】：证券行业在当今的社会经济发展中发挥者重要的作用。伴随着社会财富的快速积累,对金融服务的需求呈多样化。这些变化使得中国传统的证券经营服务无法满足需求。投资需求由传统的通道式服务,向全面的投资顾问管理业务倾斜。 2011年中国证监会才正式批准投资顾问业务资格的注册制度。投资顾问业务如何在证券经纪业务中开展,从理论到实践都需要很长的历史阶段去发展和完善。即本文研究的对象：YH证券公司营业部投资顾问服务。本文基于洛克贝克的服务营销理论的基础上,从了解市场、产品和客户入手,通过改善服务过程和管理流程,实现可盈利的服务策略。同时结合证券营业部经营的特点,按照服务营销研究的步骤和相关分析,提出问题——证券营业部投资顾问业务如何开展营销服务提升客户忠诚度、完成绩效考核指标。首先详细分析YH证券公司营业部投资顾问服务开展的市场环境和行业发展情况,了解现状和发展方向。明确以服务营销市场细分策略理论为基础,设计市场调研问卷,目的找出传统经营模式不适应投资顾问服务开展的原因。其次运用服务营销理论中的差异化策略,找到解决问题的关键价值链：营业部的业绩提升,需要通过投资顾问营销服务改善客户满意度、客户流失率等指标。解决问题的核心是4个服务营销策略：产品策略、质量策略、过程策略和人员策略。最后在营销策略实施过程中强调客户参与,达到服务营销的有形化、服务标准化和树立服务品牌等效果。总结实施的方案,得出结论：投资顾问服务营销策略是YH证券公司营业部效益增长和品牌提升的有效手段。
[Abstract]:The securities industry plays an important role in today's social and economic development. With the rapid accumulation of social wealth, The demand for financial services is diversified. These changes make the traditional securities management services in China unable to meet the demand. The investment demand is inclined from the traditional channel service to the comprehensive investment advisory management business. Only in 2011 did the China Securities Regulatory Commission formally approve the registration system for the qualification of investment advisers. From theory to practice, it needs a long historical stage to develop and perfect. Based on Rockbeck's service marketing theory, this paper starts with the understanding of market, product and customer, and realizes profitable service strategy by improving service process and management process. At the same time, it combines the characteristics of securities sales department. According to the steps of service marketing research and related analysis, this paper puts forward the question of how to develop marketing service to enhance customer loyalty and complete performance appraisal index. Firstly, it analyzes the market environment and industry development of the investment consultant service in the business department of YH Securities Company in detail, understands the present situation and development direction, and designs a market survey questionnaire based on the theory of service marketing market segmentation strategy. Objective to find out the reasons why the traditional business model is not suitable for the development of investment advisory services. Secondly, using the differentiation strategy in the theory of service marketing, we find the key value chain to solve the problem: the improvement of the performance of the sales department, the need to improve customer satisfaction through the investment consultant marketing service. The core of solving the problem is four service marketing strategies: product strategy, quality strategy, process strategy and personnel strategy. Finally, in the process of implementation of marketing strategy, customer participation is emphasized to achieve the tangible effect of service marketing, service standardization and establishment of service brand. The conclusion is that the investment advisory service marketing strategy is an effective means to increase the profit and promote the brand of YH securities company.
【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.5

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