CJ证券SX分公司营销方案优化研究

发布时间：2018-12-06 08:52

【摘要】：近年来,全球经济进入弱周期,中国经济增速也在逐年放缓。互联网证券的快速发展,股指期货、融资融券等业务的开展以及各类证券创新品种的不断增加给证券行业带来了新变化,传统的证券经营模式受到越来越多的挑战。证券行业的发展历来都是经济发展的“晴雨表”,着手证券营销策略的研究,对我国证券行业稳步、持续发展有着重要的现实意义。本论文以CJ证券SX分公司为研究对象,结合其运营现状,运用MBA课程所学的STP理论、7Ps营销理论、SWOT理论对CJ证券sx分公司的营销现状,内外部营销环境进行深入分析,发现其在营销策略方面存在发展定位不明确,市场细分策略不合理,产品主次不明,价格策略不完善,渠道资源挖掘深度不够,人员管理培育机制不完善,有形展示效果欠佳,服务过程策略不细等问题。论文中笔者深刻分析了CJ证券SX分公司目前存在问题的根源：领导重视不够,员工认识不足；市场细分不清,资源配置失衡；人员管理不细,考核不力等原因。并详细制定了CJ证券Sx分公司的营销策略优化方案,并提出实施方法和步骤。本论文研究,不仅有益于我国证券行业的发展,而且对CJ证券SX分公司经营战略的调整和营销策略的完善、实施,有着重要的指导意义。
[Abstract]:In recent years, the global economy has entered a weak cycle, China's economic growth rate is slowing down year by year. With the rapid development of Internet securities, the development of stock index futures, margin financing and securities financing, and the continuous increase of various kinds of securities innovation, the securities industry has been brought new changes, and the traditional securities management model is facing more and more challenges. The development of the securities industry has always been the barometer of economic development. It is of great practical significance to study the securities marketing strategy for the steady and sustainable development of the securities industry in China. This paper takes the CJ Securities SX Branch as the research object, combines its operation present situation, uses the STP theory, the 7Ps marketing theory, the SWOT theory which the MBA curriculum studies to CJ securities sx branch marketing present situation, the internal and external marketing environment carries on the thorough analysis. It is found that the development orientation of the marketing strategy is not clear, the market segmentation strategy is unreasonable, the product priority and order are not clear, the price strategy is not perfect, the depth of the channel resource mining is not enough, the personnel management cultivation mechanism is not perfect, and the tangible display effect is not good. Service process policy is not detailed and so on. In this paper, the author deeply analyzes the root causes of the existing problems of CJ Securities SX Branch: insufficient attention by the leaders, insufficient understanding of the employees, unclear market segmentation, unbalanced allocation of resources, poor personnel management, weak assessment and so on. The optimization scheme of marketing strategy of CJ Securities Sx Branch is formulated in detail, and the implementation method and steps are put forward. The research of this paper is not only beneficial to the development of China's securities industry, but also to the adjustment of CJ Securities SX branch business strategy and the perfection and implementation of marketing strategy, which has important guiding significance.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2016
【分类号】：F832.39;F274

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