华泰联合证券经纪业务营销策略研究

发布时间：2018-06-02 11:46

本文选题：营销策略 + 证券经纪业务　；参考：《兰州大学》2012年硕士论文

【摘要】：本文以市场营销相关理论为理论基础,针对华泰联合证券泰然路营业部(简称泰然证券营业部)证券经纪业务的存在的营销问题,进行了较为详细的分析和探讨,重点解决了市场营销的策略及其实施后的效果评估和调整问题,目的是使该营业部能够在证券经纪业务方面取得一定的实效,同时,对于其他证券公司的证券经纪业务营销策略有一定的指导和借鉴意义。研究形成以下成果：第一,本文对泰然证券营业部证券经纪业务营销中所面临的的外部环境、行业环境和内部环境进行了较为详细的分析,在此基础上针对泰然证券营业部证券经纪业务市场营销进行了SWOT分析,以此为泰然证券营业部证券经纪业务的营销策略提供依据；第二,在泰然证券营业部证券经纪业务的营销战略进行选择以及对其目标市场选择和市场定位的基础上,对泰然证券营业部证券经纪业务的营销策略进行了分析,提出从产品(product)、价格(price)、渠道(place)、促销(promotion)、人员(people)、过程(process)和有形展示(Physical evidence)等七个方面开展营销活动；第三,为了能够确保所制定的证券经纪业务的营销策略能够顺利进行,本文构建三种保障的策略,以此确保所制定的营销策略能够更好的实施。
[Abstract]:Based on the theory of marketing, this paper makes a detailed analysis and discussion on the marketing problems existing in the securities brokerage business of Huatai United Securities Tairan Road Business Department. It focuses on solving the problem of marketing strategy and its effect evaluation and adjustment after its implementation. The purpose is to enable the business department to achieve certain actual results in securities brokerage business, at the same time, For other securities companies securities brokerage business marketing strategy has certain guidance and reference significance. The research results are as follows: first, this paper makes a detailed analysis of the external environment, industry environment and internal environment in the marketing of securities brokerage business of Tairan Securities Business Department. On this basis, the SWOT analysis of the marketing of securities brokerage business of Tairan Securities Business Department is carried out in order to provide the basis for the marketing strategy of the securities brokerage business of Tairan Securities Business Department. On the basis of choosing the marketing strategy of the securities brokerage business of Tairan Securities Business Department and the target market selection and market orientation, this paper analyzes the marketing strategy of the securities brokerage business of the Tairan Securities Business Department. It is proposed that marketing activities should be carried out from seven aspects: product production, price pricebuster, marketing channel, promotion, people, process and physical presentation. Third, in order to ensure the smooth implementation of the marketing strategy of the securities brokerage business, This paper constructs three strategies to ensure that the marketing strategy can be better implemented.
【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】：F832.51

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