银河证券理财产品服务营销策略研究

发布时间：2019-03-16 16:00

【摘要】：改革开放以来，我国个人收入和金融资产的总量和结构发生了巨大变化。最近五年，我国GDP一直保持稳定高速的增长，居民个人收入持续增加，个人购买金融产品的意识和资产都在成倍增长。随着市场容量的不断增加，券商间的竞争也在逐步加剧，证券服务市场由垄断经营进入到自由竞争时代。经过自由竞争时代后，紧接着差异化经营成了大势所趋，不同层级的证券公司均面临着调整公司发展战略，证券公司的理财产品也呈现越来越细分化的趋势。针对理财产品的细分市场，，目标市场选择与定位，也要求重新审视并设计相应的营销策略。银河证券公司在我国众多的证券公司中位居中上游，这种类型的证券公司为数不少，因此，它面临的营销问题具有一定的代表性，尤其是服务营销策略的问题。文中的研究思路也值得其他证券公司遇到类似问题时来做参考借鉴。本文在服务营销理论的基础上，指出应用此理论在证券公司理财产品的必要性，将服务营销理念应用到证券公司理财业务当中，以丰富营销方法，使证券公司获得更大的经济效益，同时满足顾客的保值增值要求。本文首先对银河证券理财产品的现状做分析，找出存在的问题，并对宏观环境做梳理，运用波特五力分析方法宏观上把握银河证券理财产品的现状。其次，运用STP定位法，对银河证券理财产品的客户群做市场细分、目标市场选择及定位，找出银河证券理财产品的核心客户群做深入分析，以满足目标客户群的核心需求，进而为公司创造利润。再次，运用4C营销理论，从客户、成本、便利和沟通4个方面，制定出银河证券理财产品的未来营销组合策略，运用各种有效资源，指导当前的具体实践工作，增强银河证券未来的市场竞争能力。最后，为了保障本计划的营销策略得以有效实施，从人员保障、内部管理制度保障、营销体系的评价制度保障和组织机制保障4个方面全面提出有效建议，让策略有更强的实施可能。证券投资理财业务现今已经初见规模，研究理财产品服务营销，有助于指导工作，发现潜在客户，有利于提高国内相关行业的服务水平，扩大行业的理财服务范围，改善服务和加强经营，促进国内理财产品市场化进程，所以，对理财产品的服务营销策略研究，有着重要的意义。
[Abstract]:Since the reform and opening up, the total amount and structure of personal income and financial assets have changed greatly. In the last five years, China's GDP has maintained a steady and high-speed growth, residents' personal income continues to increase, personal awareness of purchasing financial products and assets are doubling. With the increasing of market capacity, the competition among securities firms is gradually intensified, and the securities service market has entered into the era of free competition from monopoly operation. After the era of free competition, then the differentiation management becomes the general trend, different levels of securities companies are faced with the adjustment of corporate development strategy, securities companies' financial products are also showing a trend of more and more fine differentiation. In view of the market segmentation of wealth management products, the choice and orientation of the target market also requires re-examination and design of the corresponding marketing strategy. Yinhe Securities Company is in the middle and upper reaches of many securities companies in our country. There are a lot of securities companies of this type. Therefore, the marketing problems it faces are representative, especially the problem of service marketing strategy. The research ideas in this paper are also worthy of reference when other securities companies encounter similar problems. Based on the theory of service marketing, this paper points out the necessity of applying this theory in the financial products of securities companies, and applies the concept of service marketing to the financing business of securities companies in order to enrich the marketing methods. So that the securities companies to obtain greater economic benefits, while meeting the customer's value-preserving and value-added requirements. This paper first analyzes the current situation of galactic securities financing products, finds out the existing problems, and combs the macro-environment, and uses Porter's five-force analysis method to grasp the current situation of Galaxy securities financing products macroscopically. Secondly, the STP positioning method is used to do market segmentation, target market selection and positioning, and find out the core customer base of Yinhe securities financial products, in order to meet the core needs of the target customer group. And then create profits for the company. Thirdly, using 4C marketing theory, from the four aspects of customer, cost, convenience and communication, we draw up the strategy of future marketing mix of galactic securities financing products, and use all kinds of effective resources to guide the current practical work. Enhance the market competitiveness of galactic securities in the future. Finally, in order to ensure the effective implementation of the marketing strategy of this plan, from the personnel security, the internal management system protection, the marketing system evaluation system guarantee and the organization mechanism safeguard 4 aspects, put forward the effective suggestion comprehensively. Make it possible for the strategy to be implemented more strongly. The securities investment financial management business has already seen the scale at present, the research financial management product service marketing, is helpful to guide the work, discovers the potential customer, is advantageous to improve the domestic related industry service level, expands the industry financial management service scope, Therefore, it is of great significance to study the service marketing strategy of financial management products because of the improvement of service and management, and the promotion of the marketization process of domestic financial products.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.51

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