QL证券德州营业部营销策略改进方案研究

发布时间：2018-04-10 20:29

本文选题：证券 + 营销策略　；参考：《西北大学》2012年硕士论文

【摘要】：在我国证券行业尚处于较初级发展水平,内部竞争逐渐加剧的大环境下,为了加强内部管理,提高营销竞争力,进一步扩大更多市场份额,QL证券德州营业部作为全国大型综合类券商之一——QL证券有限公司的分支机构,迫切需要把营销策略作为企业管理的重要内容,尽快研究制定明确的市场定位和营销策略。本文采用文献调研和调查等方法,结合工商管理的相关理论,如外部环境、内部因素分析理论、市场营销理论等,对QL证券德州营业部营销状况进行综合分析,构建QL证券德州营业部营销策略改进方案。本文的主要内容包括,在国内外营销策略理论的基础上,分析QL证券德州营业部营销的外部环境和内部因素,如中国经济环境、证券市场潜力、竞争对手情况、德州营业部自身的地域优势、团队优势等；具体提出德州营业部营销策略的方案,如产品多元化、价格差异化、多渠道开拓、促销、客户定位、服务营销策略等；制订了QL证券德州营业部营销策略改进方案的实施措施,如建立人才机制、建设良好的企业文化、加强成本控制、加强风险控制、完善绩效考核等；提出营销策略改进方案在实施过程中可能存在的风险,如合规风险、管理风险、技术风险等。通过这些研究工作,为QL证券德州营业部今后一段时间内的市场营销管理工作提供理论指导。本文以QL证券的一个营业部作为具体研究对象,但在国内证券行业普遍存在营销意识相对薄弱、营销策略相对陈旧单一的现实情况下,论文所设计的营销策略组合方案对整个证券行业的营销管理具有一定借鉴意义。
[Abstract]:In order to strengthen the internal management and improve the marketing competitiveness, the securities industry in our country is still at a relatively primary level of development and the internal competition is gradually intensifying.To further expand the market share QL Securities Dezhou Business Department as one of the large comprehensive securities companies in the country, QL Securities Co., Ltd., as a branch of QL Securities Co., Ltd., urgently needs to take marketing strategy as an important part of enterprise management.Develop clear market positioning and marketing strategies as soon as possible.In this paper, by means of literature investigation and investigation, combined with relevant theories of business administration, such as external environment, internal factor analysis theory, marketing theory and so on, the paper makes a comprehensive analysis on the marketing situation of QL securities business department in Texas.Build QL Securities Texas Business Department marketing strategy improvement plan.The main contents of this paper are as follows: on the basis of domestic and foreign marketing strategy theory, this paper analyzes the external environment and internal factors of QL securities business department marketing, such as China's economic environment, securities market potential, competitors' situation, etc.The regional advantage and team advantage of the business department of Texas, and put forward the plan of the marketing strategy of the sales department of Texas, such as product diversification, price differentiation, multi-channel development, promotion, customer orientation, service marketing strategy, etc.The measures to improve the marketing strategy of the business department of QL Securities Texas are worked out, such as the establishment of talent mechanism, the construction of a good corporate culture, the strengthening of cost control, the strengthening of risk control, and the improvement of performance appraisal.The paper puts forward the possible risks in the implementation of the marketing strategy improvement scheme, such as compliance risk, management risk, technical risk and so on.Through these research work, it provides theoretical guidance for the future marketing management of QL Securities Texas Business Department.In this paper, a business department of QL securities is taken as the specific research object, but in the domestic securities industry, the marketing consciousness is relatively weak and the marketing strategy is relatively old and single.The marketing strategy combination scheme designed in this paper has certain reference significance to the marketing management of the whole securities industry.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F832.5

【参考文献】