广发证券经纪业务市场营销策略研究

发布时间：2018-04-01 13:21

本文选题：广发证券　切入点：经纪业务　出处：《大连理工大学》2013年硕士论文

【摘要】：经过2007年的牛市之后,证券投资市场一直处于相对低迷的状态,买方市场代替了卖方市场,各大证券公司竞争越来越激烈,与此相反,我国各大证券公司的营销部门数量却越来越多。由于开户人数与交易量的有限,各证券公司展开了激烈的价格战,各券商的佣金一降再降,这种方式不可能成为我国证券市场良性发展的道路。在这种情况下,科学分析证券经纪业务的发展趋势,总结证券市场的环境,建立有效的市场营销策略将有利于证券公司在激烈的价格竞争中开辟一片蓝海,从而不断地扩大自己的证券经纪业务市场并达到盈利目标。为此,笔者以广发证券经纪业务为研究对象,以介绍研究的背景、目的与意义作为开篇,描述了本文的研究内容与研究方法及技术路线。然后对广发证券的发展概况、运营情况、业务结构、渠道结构等进行了介绍,并总结出目前广发证券经纪业务营销存在的问题,并分析问题的原因。接着从政治、经济、社会、技术四个方面对广发证券经纪业务进行了PEST分析,从竞争与需求两个角度进行了行业分析,并总结了广发证券经纪业务的优势、劣势、机会与威胁。在此基础上,对广发证券经纪业务的STP策略,即市场细分、目标市场选择及市场定位,并设计了广发证券经纪业务营销组合策略,包括产品策略、渠道策略、价格策略、促销策略和服务策略。最后提出了广发证券经纪业务营销策略的实施保障。具体的实施保障主要包括：企业文化保障、人力资源保障、营销支援体系保障、组织保障。希望通过本文的研究,能够为广发证券经纪业务市场开拓提供实践指导意义,为更多企业研究经纪业务的发展提供参考和借鉴。
[Abstract]:After the bull market in 2007, the securities investment market has been in a relatively depressed state, the buyer's market has replaced the seller's market, and the competition among the major securities companies is becoming more and more intense. However, the number of marketing departments of the major securities companies in China is increasing. Due to the limited number of accounts opened and the volume of trading, the securities companies have launched a fierce price war, and the commissions of the securities firms have dropped again and again. In this case, we can scientifically analyze the development trend of securities brokerage business and sum up the environment of the securities market. The establishment of effective marketing strategy will help the securities companies to open up a blue sea in the fierce price competition, so as to continuously expand their securities brokerage business market and achieve the profit goal. Therefore, the author takes Guangfa Securities's brokerage business as the research object, introduces the background, purpose and significance of the research, describes the research contents, research methods and technical routes of this paper. The operational situation, business structure, channel structure and so on are introduced, and the problems existing in the marketing of Guangfa Securities's brokerage business are summarized, and the causes of the problems are analyzed. This paper makes PEST analysis on Guangfa Securities's brokerage business from four aspects of technology, analyzes the industry from the angle of competition and demand, and summarizes the advantages, disadvantages, opportunities and threats of Guangfa Securities's brokerage business. The STP strategy of Guangfa Securities's brokerage business, that is, market segmentation, target market selection and market positioning, is designed, and then a combination strategy of Guangfa Securities brokerage business is designed, including product strategy, channel strategy, price strategy, etc. Promotion strategy and service strategy. Finally put forward Guangfa Securities brokerage business marketing strategy implementation guarantee. The specific implementation guarantee mainly includes: enterprise culture guarantee, human resources guarantee, marketing support system guarantee, It is hoped that through the study of this paper, it can provide practical guidance for Guangfa Securities to explore the brokerage business market, and provide reference for more enterprises to study the development of brokerage business.
【学位授予单位】：大连理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.51;F832.39

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