国泰君安证券济南JFL营业部服务营销策略优化研究
发布时间：2018-11-21 11:44
【摘要】：1990年12月19日上海证券交易所开市营业,标志着中国证券市场的正式诞生。20多年来,中国的证券市场经历了牛熊转换,经历了股权分置改革,经历了政策、法规、制度的逐步完善,中国的资本市场在曲折中逐步走向成熟。作为证券市场重要参与者的证券公司,在20多年中也经历了从坐商到行商再到全方位营销的转换过程。2007年10月16日上证综指以6124点创造了中国的股市传奇,但随之而来的是中国股市连年的不景气,昔日辉煌不再。伴随股票市场的持续低迷,券商之间佣金战的持续以及客户交投量的日趋萎缩,作为券商主要收入来源的佣金收入锐减,券商的生存环境日益艰难。当前,如何通过服务营销模式的改善来破解券商低端恶性竞争的营销困境,如何通过对传统营销策略的进一步优化来提升券商营销竞争力,从而进一步改善营销业绩,提高客户满意度和忠诚度成为摆在各家券商及其分支营业部面前的最大难题。新的证监会主席郭树清上台以来更是新政频出,将改革逐步引入深水区,证券市场必然经历一个新的行业整合过程,这也迫切要求各家证券公司及其分支营业部改善营销策略,加大营销力度,将自身迅速做大做强。 证券营业部作为证券公司在各地的分支机构处在营销的最前沿,营业部营销策略的正确与否,水平的高与低将直接决定证券公司的经营业绩。本文通过对市场营销相关理论的学习与研究,立足国泰君安证券在济南的分支营业部JFL营业部,对营业部的营销策略的优化与保障措施问题进行了研究与探索。 文章首先对JFL营业部的外部环境进行了全面分析,通过分析表明当前随着股票市场的持续低迷,市场竞争环境进一步恶化,营业部的生存日益艰难,这从外力上迫使营业部进行营销策略的调整。随后文章对JFL营业部的内部环境和当前的营销策略及存在的问题进行了分析说明,指出营业部当前在竞争中存在一定优势,但更多的是问题,因此这从内力上也迫使营业部进行川关营销策略的进一步优化调整。然后文章结合市场营销中前沿的7P营销理论,针对当前营业部的实际情况,对营业部的营销策略进行了优化,包括产品策略优化、价格策略优化、渠道策略优化、促销策略优化、人员策略优化、有形展示优化和服务过程的优化。为了保证相关营销策略优化措施的有效落地实施,文章的最后提出了相关的保障措施,主要包括资源保障、组织保障和文化保障三个方面的内容。 本文的主要创新点在于结合7P营销理论和营业部实际所提出的营销策略优化方法及相关保障措施,它对于证券营业部在当前市场条件下改进营销策略,提升营销竞争力具有重大的实际意义。
[Abstract]:The opening of the Shanghai Stock Exchange on December 19, 1990, marked the formal birth of China's securities market. Over the past 20 years, China's securities market has experienced a transformation of the stock market, a reform of the split share structure, a series of policies and regulations, With the gradual improvement of the system, China's capital market is gradually maturing in twists and turns. As an important participant in the securities market, securities companies have also experienced a transition process from business to comprehensive marketing in more than 20 years. On October 16, 2007, the Shanghai Composite Index created the Chinese stock market legend with 6124 points. But what follows is the Chinese stock market successive years of depression, the former glory is no longer. With the continuing downturn of the stock market, the continuing commission war between securities firms and the shrinking of customer turnover, the commission income, as the main source of income of securities firms, has fallen sharply, and the survival environment of securities firms has become increasingly difficult. At present, how to solve the marketing dilemma of low end vicious competition through the improvement of service marketing mode, how to improve the marketing competitiveness of securities companies through the further optimization of traditional marketing strategies, thus further improve the marketing performance, Improving customer satisfaction and loyalty has become the biggest problem in front of securities firms and their branches. Since Guo Shuqing, the new chairman of the Securities Regulatory Commission, has come into power, the new policies have come out frequently, and the reform has been gradually introduced into the deep water area. The securities market is bound to go through a new process of industry integration. This also urgently requires the various securities companies and their branches and business departments to improve their marketing strategies. Increase marketing efforts, will itself quickly become bigger and stronger. As the branches of the securities companies, the securities sales department is in the forefront of marketing. Whether the marketing strategy of the business department is correct or not, the level of high and low will directly determine the business performance of the securities companies. Based on the study and study of the relevant theories of marketing, this paper studies and explores the optimization and guarantee measures of the marketing strategy of Guotai Junan Securities based on the JFL business department of Jinan branch of Guotai Junan Securities. Firstly, the paper makes a comprehensive analysis of the external environment of the JFL business department. The analysis shows that with the stock market continuing to be depressed, the market competition environment is deteriorating further, and the survival of the business department is becoming increasingly difficult. This force from the outside force to force the sales department to adjust the marketing strategy. Then the article analyzes the internal environment, current marketing strategy and existing problems of JFL business department, and points out that the business department has some advantages in the competition, but more is the problem. Therefore, this from the internal force also forces the sales department to carry on the Sichuan Guan marketing strategy the further optimization adjustment. Then the article combines the 7P marketing theory in the front line of the marketing, according to the actual situation of the business department at present, carries on the optimization to the marketing strategy of the business department, including the product strategy optimization, the price strategy optimization, the channel strategy optimization. Promotion strategy optimization, personnel strategy optimization, physical presentation optimization and service process optimization. In order to ensure the effective implementation of the relevant marketing strategy optimization measures, the article puts forward the relevant safeguards at the end of the article, mainly including three aspects: resource security, organizational security and cultural security. The main innovation of this paper is to combine the 7P marketing theory with the marketing strategy optimization method and the relevant safeguard measures put forward by the business department, which can improve the marketing strategy of the securities sales department under the current market conditions. It is of great practical significance to enhance the competitiveness of marketing.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.51;F273.2
本文编号：2346867
[Abstract]:The opening of the Shanghai Stock Exchange on December 19, 1990, marked the formal birth of China's securities market. Over the past 20 years, China's securities market has experienced a transformation of the stock market, a reform of the split share structure, a series of policies and regulations, With the gradual improvement of the system, China's capital market is gradually maturing in twists and turns. As an important participant in the securities market, securities companies have also experienced a transition process from business to comprehensive marketing in more than 20 years. On October 16, 2007, the Shanghai Composite Index created the Chinese stock market legend with 6124 points. But what follows is the Chinese stock market successive years of depression, the former glory is no longer. With the continuing downturn of the stock market, the continuing commission war between securities firms and the shrinking of customer turnover, the commission income, as the main source of income of securities firms, has fallen sharply, and the survival environment of securities firms has become increasingly difficult. At present, how to solve the marketing dilemma of low end vicious competition through the improvement of service marketing mode, how to improve the marketing competitiveness of securities companies through the further optimization of traditional marketing strategies, thus further improve the marketing performance, Improving customer satisfaction and loyalty has become the biggest problem in front of securities firms and their branches. Since Guo Shuqing, the new chairman of the Securities Regulatory Commission, has come into power, the new policies have come out frequently, and the reform has been gradually introduced into the deep water area. The securities market is bound to go through a new process of industry integration. This also urgently requires the various securities companies and their branches and business departments to improve their marketing strategies. Increase marketing efforts, will itself quickly become bigger and stronger. As the branches of the securities companies, the securities sales department is in the forefront of marketing. Whether the marketing strategy of the business department is correct or not, the level of high and low will directly determine the business performance of the securities companies. Based on the study and study of the relevant theories of marketing, this paper studies and explores the optimization and guarantee measures of the marketing strategy of Guotai Junan Securities based on the JFL business department of Jinan branch of Guotai Junan Securities. Firstly, the paper makes a comprehensive analysis of the external environment of the JFL business department. The analysis shows that with the stock market continuing to be depressed, the market competition environment is deteriorating further, and the survival of the business department is becoming increasingly difficult. This force from the outside force to force the sales department to adjust the marketing strategy. Then the article analyzes the internal environment, current marketing strategy and existing problems of JFL business department, and points out that the business department has some advantages in the competition, but more is the problem. Therefore, this from the internal force also forces the sales department to carry on the Sichuan Guan marketing strategy the further optimization adjustment. Then the article combines the 7P marketing theory in the front line of the marketing, according to the actual situation of the business department at present, carries on the optimization to the marketing strategy of the business department, including the product strategy optimization, the price strategy optimization, the channel strategy optimization. Promotion strategy optimization, personnel strategy optimization, physical presentation optimization and service process optimization. In order to ensure the effective implementation of the relevant marketing strategy optimization measures, the article puts forward the relevant safeguards at the end of the article, mainly including three aspects: resource security, organizational security and cultural security. The main innovation of this paper is to combine the 7P marketing theory with the marketing strategy optimization method and the relevant safeguard measures put forward by the business department, which can improve the marketing strategy of the securities sales department under the current market conditions. It is of great practical significance to enhance the competitiveness of marketing.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.51;F273.2
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