GS证券公司网络营销策略研究

发布时间：2018-04-04 13:01

本文选题：GS证券　切入点：网络营销　出处：《吉林大学》2017年硕士论文

【摘要】：证券市场在我国金融体系中占据着非常重要的地位,证券行业要能够服务于我国实体经济的发展,为我国企业的发展增添动力。我国证券市场成立于1990年,经过二十几年的发展取得了令人瞩目的成就,虽然仍存在着一些问题,但改革与完善的步伐从未停止。2016年,随着我国经济转型发展的深入开展,证券市场产生了相应的震荡,但整体发展环境仍然向好。同时,随着互联网技术的发展以及“离柜开户”与“一人多户”业务的放开,导致证券经纪业务的竞争进入到更加白炽化的阶段,大型券商对小型券商的兼并不断增多,众多中小型券商的生存和发展面临着许多困难。GS证券有限责任公司成立于2002年12月,是经江西省人民政府和中国证监会批准设立的证券公司,是一家中小型券商,目前共设有分支机构近200家,营业网点正在逐步覆盖全国各地。GS证券在发展过程中长期受到资本金规模小、缺少营销品牌以及营业部布局范围窄等问题的制约,发展较为缓慢。在证券业监管不断放松以及互联网快速发展的趋势下,如何通过有效的网络营销来开拓新的发展局面,提高公司的综合实力成为GS证券需要认真思考的问题。本文以市场管理理论、电子商务理论以及网络营销理论为基础,对我国的证券市场进行了分析,包括市场环境分析、产品分析和用户分析以及我国证券公司的发展现状分析等;总结了GS证券公司营销的现状以及存在问题,最后从传统网络营销和新型网络营销等方面制定了GS证券网络营销的策略,提出了网络营销策略有效实施的保障措施,为GS证券网络营销的有效开展提供参考。本文采用的研究方法有文献分析法、案例分析法和对比分析法,文献分析法用来查阅整理本文的文献综述和理论基础部分,案例分析法用来了解GS证券的营销现状及存在问题,比较分析法用来找出适合GS证券网络营销的策略。本文研究的创新点体现在以具体的证券公司为研究对象,通过对整个行业以及GS证券公司发展环境以及营销现状的分析,找出GS证券公司网络营销策略的定位以及具体措施,对于其他中小型券商网络营销策略的制定具有一定的现实指导意义。
[Abstract]:The securities market occupies a very important position in the financial system of our country. The securities industry should be able to serve the development of our country's real economy and add impetus to the development of our country's enterprises.China's securities market was founded in 1990. After more than 20 years of development, it has made remarkable achievements. Although there are still some problems, the pace of reform and perfection has never stopped. In 2016, with the deepening development of China's economic transformation,The stock market has produced the corresponding shock, but the overall development environment is still good.At the same time, with the development of Internet technology and the opening of the business of "leaving the counter" and "one person and more households", the competition of securities brokerage business has entered a more incandescent stage, and the merger of small securities firms by large securities firms has been increasing.The survival and development of many small and medium-sized securities companies face many difficulties. GS Securities Co., Ltd. was established in December 2002. It is a small and medium-sized securities company approved by the Jiangxi Provincial people's Government and the China Securities Regulatory Commission.At present, there are nearly 200 branches, and business outlets are gradually covering all over the country. The development of .GS securities is slow due to the problems of small capital scale, lack of marketing brand and narrow distribution scope of business department.In the trend of the securities industry supervision being relaxed and the Internet developing rapidly, how to develop a new development situation through effective network marketing and how to improve the comprehensive strength of the company has become a serious problem to be considered by GS securities.Based on market management theory, electronic commerce theory and network marketing theory, this paper analyzes the stock market of our country, including market environment analysis, product analysis and user analysis, as well as the current situation of the development of securities companies in China.This paper summarizes the current situation and existing problems of GS securities marketing, and finally formulates the strategy of GS securities network marketing from the aspects of traditional network marketing and new network marketing, and puts forward the guarantee measures for the effective implementation of network marketing strategy.GS securities network marketing for the effective development of the reference.The research methods used in this paper are literature analysis, case analysis and comparative analysis. Literature analysis is used to review the literature review and theoretical basis of this paper. Case analysis is used to understand the current marketing situation and existing problems of GS securities.The comparative analysis method is used to find out the strategy suitable for GS securities network marketing.The innovation of this paper is embodied in the specific securities companies as the research object, through the analysis of the development environment and marketing status of the whole industry and GS securities companies, find out the positioning and specific measures of the network marketing strategy of GS securities companies.For other small and medium-sized securities companies network marketing strategy formulation has a certain practical significance.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.39;F274

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