招商证券经纪业务市场拓展策略研究

发布时间：2019-06-20 22:43

【摘要】：我国证券公司的主要收入来源于经纪业务,近年来,随着证券佣金利率的浮动化,很多企业通过开展佣金价格战来争夺客户资源,因此,我国的证券经纪业务市场的竞争越来越激烈。本文的研究目的是探讨在证券经纪业务转型期,招商证券如何更好地开拓市场,占有更大的市场份额。因此,本文的研究具有一定的理论意义和现实意义。本文分析了我国证券经纪业务市场的现状以及变化趋势,研究了美国证券企业在经纪业务转型期的发展经验,为我国证券经纪业务的发展提供的依据。然后,分析招商证券所面对的宏观环境、行业环境总结招商证券在证券经纪业务转型期所拥有的优劣势以及所面对的机会和挑战,在此基础上,提出了招商证券经纪业务市场开拓的STP策略、品牌策略、营销组合策略以及创新经纪业务。此外,为了保证策略的顺利实施,本文还提出了有针对性的人才机制、组织结构体系、品牌建设等战略实施的支撑体系。本文采用了文献综述法、实地调研法、比较研究法等理论与实际相结合的方法。采用文献综述的方法,在对证券经纪业务概述的基础上,分析我国证券经纪业务的发展现状与趋势,学习国外证券企业的发展经验,指导我国证券经纪业务的发展。采用实地调研的方法,深入研究招商证券所处的环境,获得大量的一手数据。
[Abstract]:The main income of securities companies in China comes from brokerage business. In recent years, with the floating interest rate of securities commission, many enterprises compete for customer resources through commission price war. Therefore, the competition in China's securities brokerage business market is becoming more and more fierce. The purpose of this paper is to explore how China Merchants Securities can better open up the market and occupy a larger market share in the transition period of securities brokerage business. Therefore, the research of this paper has certain theoretical and practical significance. This paper analyzes the present situation and changing trend of securities brokerage business market in China, and studies the development experience of American securities enterprises in the period of brokerage business transformation, which provides the basis for the development of securities brokerage business in China. Then, this paper analyzes the macro environment faced by China Merchants Securities, summarizes the advantages and disadvantages, opportunities and challenges faced by China Merchants Securities in the transition period of securities brokerage business, and on this basis, puts forward the STP strategy, brand strategy, marketing combination strategy and innovative brokerage business of China Merchants Securities Brokerage Business. In addition, in order to ensure the smooth implementation of the strategy, this paper also puts forward targeted talent mechanism, organizational structure system, brand building and other strategic implementation support system. In this paper, literature review method, field investigation method, comparative research method and other theoretical and practical methods are adopted. By using the method of literature review, on the basis of summarizing the securities brokerage business, this paper analyzes the present situation and trend of the securities brokerage business in China, studies the development experience of foreign securities enterprises, and guides the development of the securities brokerage business in China. Using the method of field research, in-depth study of the environment of China Merchants Securities, to obtain a large number of first-hand data.
【学位授予单位】：中南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.51

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