海通证券西安营业部经纪业务营销模式的转型研究
发布时间：2018-07-25 12:35
【摘要】：2002年5月开始实行的“浮动佣金制”标志着我国证券行业已经走向行业完全成熟时期,再加上从2009年开始,A股证券市场持续低迷、交易佣金大幅下调,佣金进一步市场化,随着预示着证券行业的“微利时代”和“完全竞争时代”已经到来。 证券营业部是国内证券公司经纪业务的基本经营单位,是证券公司经纪业务的主要执行者。各个证券公司为了获取更多的市场占有率,纷纷跑马圈地,设立新的证券营业部,因此,证券营业部之间的经纪业务竞争异常激烈。这种竞争除了依靠各个证券公司自己的综合实力外,证券营业部的营销策略、营销模式也体现出了十分重要的作用。加强证券营业部营销模式和营销策略的研究,构建适应新形势下证券经纪业务的营销模式,是证券营业部在竞争中立于不败之地的重要因素。 本文从实际出发,选取海通证券西安营业部作为研究对象,采取理论分析和实证分析相结合的分析方法,对证券行业进行了波特五力分析、对西安营业部的内在战略环境进行了SWOT分析,对营业部传统经纪业务的营销模式进行了描述和分析,最后,通过对投资顾问业务模式的描述和分析,从服务营销的角度,力求探寻适合西安营业部的经纪业务营销策略。提出通过投资顾问业务实现营业部传统营销策略和模式的转变,才能适合新的竞争环境下营业部经纪业务的发展和需要。论文的研究可对其他证券公司营业部的营销策略制定提供一定的指导和借鉴作用。
[Abstract]:The "floating commission system" implemented in May 2002 indicates that the securities industry in our country has moved towards the full maturity of the industry. In addition, since 2009, the A-share securities market has continued to be depressed, the transaction commission has been greatly reduced, and the commission has been further market-oriented. With the heralding of the securities industry's "small profit era" and "perfect competition era" has come. The securities business department is the basic management unit of the brokerage business of the domestic securities company and the main executor of the brokerage business of the securities company. In order to gain more market share, the securities companies have to run around and set up a new securities sales department. Therefore, the brokerage business competition between the securities sales department is extremely fierce. This kind of competition not only depends on the comprehensive strength of each securities company, but also reflects the very important role of the marketing strategy of the securities sales department. It is an important factor for the securities business department to strengthen the research on the marketing mode and marketing strategy of the securities business department and construct the marketing mode to adapt to the new situation of the securities brokerage business in an invincible position in the competition. Based on the practice, this paper selects the Xi'an Business Department of Haitong Securities as the research object, and adopts the analytical method of combining theoretical analysis with empirical analysis to analyze the securities industry by Porter's five Forces. This paper analyzes the internal strategic environment of Xi'an Business Department by SWOT, describes and analyzes the marketing mode of traditional brokerage business in Xi'an Business Department, and finally, through the description and analysis of the business model of investment consultant, from the perspective of service marketing, Strive to find suitable for Xi'an business brokerage business marketing strategy. It is put forward that the traditional marketing strategy and mode of the business department can be changed through the investment consulting business, so as to meet the development and needs of the brokerage business in the new competitive environment. The research of this paper can provide some guidance and reference to the marketing strategy of the business department of other securities companies.
【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
[Abstract]:The "floating commission system" implemented in May 2002 indicates that the securities industry in our country has moved towards the full maturity of the industry. In addition, since 2009, the A-share securities market has continued to be depressed, the transaction commission has been greatly reduced, and the commission has been further market-oriented. With the heralding of the securities industry's "small profit era" and "perfect competition era" has come. The securities business department is the basic management unit of the brokerage business of the domestic securities company and the main executor of the brokerage business of the securities company. In order to gain more market share, the securities companies have to run around and set up a new securities sales department. Therefore, the brokerage business competition between the securities sales department is extremely fierce. This kind of competition not only depends on the comprehensive strength of each securities company, but also reflects the very important role of the marketing strategy of the securities sales department. It is an important factor for the securities business department to strengthen the research on the marketing mode and marketing strategy of the securities business department and construct the marketing mode to adapt to the new situation of the securities brokerage business in an invincible position in the competition. Based on the practice, this paper selects the Xi'an Business Department of Haitong Securities as the research object, and adopts the analytical method of combining theoretical analysis with empirical analysis to analyze the securities industry by Porter's five Forces. This paper analyzes the internal strategic environment of Xi'an Business Department by SWOT, describes and analyzes the marketing mode of traditional brokerage business in Xi'an Business Department, and finally, through the description and analysis of the business model of investment consultant, from the perspective of service marketing, Strive to find suitable for Xi'an business brokerage business marketing strategy. It is put forward that the traditional marketing strategy and mode of the business department can be changed through the investment consulting business, so as to meet the development and needs of the brokerage business in the new competitive environment. The research of this paper can provide some guidance and reference to the marketing strategy of the business department of other securities companies.
【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
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