齐鲁证券经纪业务营销管理的现状、问题与对策研究

发布时间：2018-03-16 16:29

本文选题：经纪　切入点：营销管理　出处：《山东大学》2014年硕士论文　论文类型：学位论文

【摘要】：我国证券市场经过多年的发展,取得了巨大成就,成为我国市场经济体系中不可缺少的一部分。然而,由于证券市场的持续性低迷、佣金的大幅下调,使得竞争日趋激烈的证券营业部运营环境发生了重大改变。随着证券经纪制度陆续出台和佣金进一步市场化,预示着证券业的微利时代和完全竞争时代已经到来。因此,加强证券营业部营销系统研究,构建符合证券经纪时代发展要求的营销战略系统、人力资源系统、经纪业务后勤保障系统,是证券公司在竞争中立于不败之地的重要因素。本文选取齐鲁证券作为研究对象,旨在对证券公司营销管理体系的构建有所研究,并希望对企业本身乃至同行都有一定的帮助作用。首先,论文分析了研究背景及意义,并针对营销理论进行了回顾,从营销理论、经纪业务特征、内容及体系构成角度进行了研究,为下文研究奠定了理论基础,并提出了论文研究框架。其次,分析了证券市场经纪业务营销管理现状,阐释了证券经纪业务模式,从同业恶性竞争、金融产品销售能力不足、密集式的客户经理营销模式面临挑战、投顾资源与营销资源难以有效匹配、中小券商创新业务受限等角度研究了证券市场经纪业务营销管理现状。再次,对齐鲁证券经纪业务营销管理存在的问题进行分析。通过对公司SWOT分析及实际情况,得出了齐鲁证券公司营销管理存在的系列问题；第四,结合齐鲁证券存在的问题,对公司证券经纪业务策略进行分析,并提出了有针对性的对策,从经营观念、服务体系、产品分析、客户需求、队伍建设、渠道合作等角度,构建了一体化销售管理体系。第五,对全文进行了总结。
[Abstract]:After years of development, China's securities market has made great achievements and become an indispensable part of our market economy. However, due to the persistent downturn in the securities market, the commission has been greatly reduced. With the introduction of securities brokerage system and the further marketization of commission, it indicates that the era of low profit and complete competition in the securities industry has come. Strengthen the research of marketing system of securities sales department, construct the marketing strategy system, human resource system, logistic support system of brokerage business, which meet the requirements of the development of securities brokerage era, Qilu Securities is an important factor for securities companies to be invincible in the competition. This paper chooses Qilu Securities as the research object in order to study the construction of marketing management system of securities companies. And hopes to the enterprise itself and even the peer has certain help function. First of all, the paper analyzes the background and significance of the research, and reviews the marketing theory, from the marketing theory, brokerage business characteristics, content and system composition of the perspective of research, for the following research laid a theoretical foundation. The research frame of this paper is put forward. Secondly, it analyzes the current situation of the marketing management of securities market brokerage business, explains the securities brokerage business model, from the vicious competition in the same industry, the financial product sales ability is insufficient, the intensive account manager marketing mode faces the challenge. It is difficult to match the resources and marketing resources effectively. The paper studies the current situation of marketing management of brokerage business in securities market from the point of view of limited innovative business of small and medium-sized securities firms. Thirdly, the problems of Qilu securities brokerage marketing management are analyzed. Through the SWOT analysis and the actual situation, the series of problems in Qilu securities marketing management are obtained. 4th, combined with the problems of Qilu Securities, this paper analyzes the company's securities brokerage business strategy, and puts forward targeted countermeasures, from the management concept, service system, product analysis, customer demand, team building, From the angle of channel cooperation, an integrated sales management system is constructed. 5th, the full text is summarized.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F832.39

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