HT证券经纪业务目标市场选择研究

发布时间：2018-04-02 01:08

本文选题：证券经纪业务　切入点：市场细分　出处：《山东大学》2013年硕士论文

【摘要】：经纪业务是国内证券公司的重要业务,经纪业务收入经常占到证券公司收入的一半以上。在佣金自由化以后,国内券商经纪业务之间的竞争不断加剧,特别是2007年牛市行情之后,券商都忙于新建营业部抢占市场,营业网点的大量增加导致佣金价格战愈演愈烈,证券经纪业务的竞争达到了前所未有的激烈程度。在充分竞争的环境中,证券公司提供的服务和产品严重同质化,而且证券经纪业务的收入过分依赖市场行情,“靠天吃饭”的局面没有得到改善。随着证券经纪业务的激烈竞争,股票佣金费率不断下降,证券公司的收入也随之下降,证券行业的发展遇到了极大的瓶颈。2012年中国证监会新任主席郭树清上任后,大力推进证券公司业务创新,并推动了相关法律法规的修订。本文以HT证券经纪业务为研究对象,研究通过细分市场和目标市场选择,解决HT证券经纪业务目前客户结构单一、产品及服务同质化的问题,可以丰富相关理论的应用研究。 HT证券是国内大型国有上市券商,营业部网点数量和股基市场份额排名居前,具备良好的存量客户资源。本文通过研究HT证券经纪业务所面临的宏观环境、行业环境和企业内部条件,提出通过按资产和风险偏好细分个人客户、按股份性质细分机构客户,针对不同客户群体的需求提供相应的服务和产品,以实现差异化营销和服务。通过营销中低风险偏好的个人客户、营销大小非客户,改善客户结构,增加非通道业务收入。本文共分六章。第一章“导论”介绍了本文的选题背景和研究意义,研究方法和创新点,以及论文的主要研究思路。第二章“相关理论综述”对论文中所用的相关理论进行了介绍,包括证券经纪业务营销理论、市场细分和目标市场理论。第三章“HT证券经纪业务营销现状及问题分析”对HT证券整体进行了介绍,分析HT证券经纪业务营销的现状和目标市场存在的主要问题。第四章“HT证券经纪业务市场细分”首先分析了HT证券经纪业务的营销环境,然后明确了细分市场的目的和标准,最后将客户分为个人客户和机构客户,按资产和风险偏好细分个人客户,按股份性质细分机构客户。第五章“HT证券经纪业务目标市场选择及实施”主要对HT证券经纪业务细分市场进行了评估,包括个人细分市场的评估和机构细分市场的评估,分析了影响目标市场选择的因素,并最后确定各个细分市场的营销策略。第六章“结论与展望”对本文的研究观点进行了阐述,并指出研究的不足之处。
[Abstract]:Brokerage business is an important business of domestic securities companies, brokerage business income often accounts for more than half of the income of securities companies.After the liberalization of commission, the competition between the brokerage business of domestic securities companies has been intensified, especially after the bull market in 2007, the securities companies are busy building new business departments to seize the market, and the large increase in business outlets has led to a fierce price war on commission.The competition of securities brokerage business has reached an unprecedented intensity.In a fully competitive environment, the services and products provided by securities firms are seriously homogenized, and the income of securities brokerage businesses is too dependent on market prices, and the situation of "relying on heaven to eat" has not been improved.With the fierce competition in the securities brokerage business, the rate of commission on stocks has been falling, and the income of the securities companies has also fallen. The development of the securities industry has encountered a great bottleneck. After Guo Shuqing, the new chairman of the China Securities Regulatory Commission, took office in 2012,Vigorously promote business innovation of securities companies, and promote the revision of relevant laws and regulations.In this paper, HT securities brokerage business as the research object, through the segmentation of the market and the target market selection, to solve the problem of single customer structure and homogeneity of products and services of HT securities brokerage business, can enrich the application of relevant theory research.HT Securities is a large state-owned listed securities company in China, the number of business outlets and share of the stock market is in the first place, with a good stock of customer resources.Based on the study of the macro environment, industry environment and internal conditions of HT securities brokerage business, this paper proposes to subdivide individual customers by asset and risk preference, and institutional customers by the nature of shares.To meet the needs of different customer groups to provide the corresponding services and products to achieve differentiated marketing and services.By marketing low risk preference of individual customers, marketing small and small non-customers, improve customer structure, increase off-channel business revenue.This paper is divided into six chapters.The first chapter "introduction" introduces the background and significance of this paper, research methods and innovations, as well as the main research ideas.The second chapter, "Review of relevant theories", introduces the relevant theories used in this paper, including the marketing theory of securities brokerage business, market segmentation and target market theory.The third chapter, "present situation and problem Analysis of HT Securities Brokerage Business", introduces the whole of HT Securities, analyzes the present situation of HT Securities Brokerage Business Marketing and the main problems in the target market.Chapter four, "HT Securities Brokerage Market Segmentation", firstly analyzes the marketing environment of HT securities brokerage business, then defines the purpose and standard of the market segmentation, finally divides the customers into individual customers and institutional customers.Individual customers are broken down by assets and risk preferences, and institutional customers are broken down by the nature of shares.The fifth chapter "the target market selection and implementation of HT securities brokerage business" mainly evaluates the HT securities brokerage market segment, including the evaluation of the individual segment market and the evaluation of the institutional segment market.The factors influencing the choice of target market are analyzed, and the marketing strategies of each subdivision market are finally determined.Chapter six, conclusion and Prospect, expounds the research point of view and points out the deficiency of the research.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.51

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