A证券公司经纪业务营销策略研究

发布时间：2018-04-30 08:36

本文选题：营销策略 + 经纪业务　；参考：《广东财经大学》2017年硕士论文

【摘要】：随着我国证券行业浮动佣金制度的实施、网上开户的迅猛发展和一人多户业务的全面放开,证券经纪业务的盈利水平不断降低,利润空间被不断压缩,同时证券行业地域性保护的门槛也被打破,证券公司的发展面临着前所未有的窘境。A证券公司作为一家区域型证券公司,抵御市场风险及对抗威胁的能力要逊色于大型的证券公司。因此更应该根据证券市场环境的变化,及时调整营销策略。本论文主要采用案例分析法和规范研究法对A证券公司经纪业务营销策略进行研究。根据实际情况,分析A证券公司在经纪业务营销中的现状以及存在的问题,借助7Ps营销理论对A证券公司经纪业务营销策略进行优化,最后提出实施A证券公司经纪业务营销策略的保障措施。通过研究得出,为了应对激烈的市场竞争,A证券公司应当优化经纪业务营销策略,制定客户至上的经纪业务发展线路,做好目标市场的选择和定位,从价格、产品、渠道、促销、人员、过程和有形展示七个方面实施营销服务,在开放的证券市场竞争中获得优势,进而占据经纪业务开展的先机,以应对激烈的市场竞争。研究结论为A证券公司经纪业务营销活动提供了理论支撑,也为国内证券经纪业务营销策略的研究提供了实证资料,是对证券经纪业务营销策略研究的发展和延伸。同时,对国内区域型证券公司的经营活动具有一定的指导作用。
[Abstract]:With the implementation of floating commission system in China's securities industry, the rapid development of online account opening and the overall liberalization of one-person and multi-account business, the profit level of securities brokerage business has been continuously reduced, and the profit space has been continuously compressed. At the same time, the threshold of regional protection in the securities industry has also been broken. The development of securities companies is facing an unprecedented dilemma. A securities company is a regional securities company. The ability to withstand market risks and counter threats is inferior to that of large securities firms. Therefore, we should adjust the marketing strategy in time according to the change of the security market environment. This paper mainly uses the method of case analysis and normative research to study the marketing strategy of A securities company's brokerage business. According to the actual situation, this paper analyzes the current situation and existing problems of A securities company in brokerage business marketing, and optimizes the marketing strategy of A securities company by means of 7Ps marketing theory. Finally, put forward the security measures to implement A securities company brokerage business marketing strategy. Through the research, in order to deal with the fierce market competition, the securities company should optimize the marketing strategy of brokerage business, draw up the development line of brokerage business with customer first, do well the choice and positioning of target market, from price, product, channel, Promotion, personnel, process and tangible display of seven aspects of the implementation of marketing services, in the open market competition to gain advantages, and then occupy the brokerage business to carry out the first opportunity to cope with the fierce market competition. The conclusion provides theoretical support for brokerage marketing activities of A securities company, and also provides empirical data for the research of domestic securities brokerage marketing strategy, which is the development and extension of the research on securities brokerage business marketing strategy. At the same time, the operation of domestic regional securities companies has a certain guiding role.
【学位授予单位】：广东财经大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.39;F274

【参考文献】