国海证券的数字营销策略研究

发布时间：2018-03-28 01:23

本文选题：证券公司　切入点：数字营销　出处：《广西大学》2014年硕士论文

【摘要】：当今时代是数字科技时代,随着数字技术和数字传播的发展,营销思维也不断改变并更新。随着搜索营销的发展、消费者创作内容的兴起、新兴技术的快速更新,使得人们体验娱乐、获得信息的方式、消费的习惯也随之产生了巨大的变化。与此同时,中国证券市场的竞争越来越激烈,传统业务模式面临着严峻的挑战,这就迫使券商及时转变经营观念,利用新媒介新的营销方式、思考创新之路。为了探讨数字环境下,券商如何更好的利用新技术、新媒介来抓住这一契机,提升公司的竞争力、拓展客户并抢占市场先机,本文特以国海证券为例,研究券商的数字营销方案。本文通过对国海证券数字营销的内外部环境分析确定营销方案。首先,从法律政策环境、经济环境、技术环境素、社会文化环境等四个方面进行外部环境分析,笔者认为宏观经济发展良好、数字科技的发展、国家政策的支持、人们行为习惯的变化,这些因素都表明着券商在这一环境下,发展数字营销大有可为。其次,采用五力竞争模型的核心理论对国海证券数字营销的行业环境做进一步分析,从现有竞争者、潜在竞争者、替代品的威胁,资金供给者、需求者的议价能力等五个方面进行分析,笔者认为目前竞争越来越激烈。再次,结合公司的市场细分、目标市场及市场定位制定了一套系统的营销策略组合方案。最后,结合4V营销法则的要点分析在营销策略实施时应注意解决的关键问题,并需做好各方面的保障措施。
[Abstract]:With the development of digital technology and digital communication, marketing thinking is constantly changing and updating. With the development of search marketing, the rise of consumer creative content, and the rapid updating of emerging technologies, The way people experience entertainment and get information, the habits of consumption have changed greatly. At the same time, the competition in China's securities market is becoming more and more fierce, and the traditional business model is facing severe challenges. This forces securities companies to change their business concepts in a timely manner, use new media and new marketing methods, and think about the way of innovation. In order to explore how to make better use of new technologies and new media to seize this opportunity and enhance the competitiveness of companies in the digital environment, This paper takes Guohai Securities as an example to study the digital marketing scheme of securities companies. This paper analyzes the internal and external environment of digital marketing of Guohai Securities. Firstly, it analyzes the external environment from four aspects: law and policy environment, economic environment, technological environment element, social and cultural environment. The author thinks that the good macroeconomic development, the development of digital science and technology, the support of national policy, the change of people's behavior habits, these factors all indicate that the securities companies have great potential to develop digital marketing in this environment. Secondly, Using the core theory of the five-force competition model, the paper makes a further analysis of the industry environment of Guohai Securities digital marketing, from the existing competitors, potential competitors, the threat of alternatives, the providers of funds, The author thinks that the competition is becoming more and more intense. Thirdly, combined with the market segmentation of the company, the target market and the market positioning have made a set of systematic marketing strategy combination scheme. Combined with the key points of 4V marketing principle, this paper analyzes the key problems that should be solved in the implementation of marketing strategy, and needs to do a good job of ensuring measures in all aspects.
【学位授予单位】：广西大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F832.51

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