W证券公司A营业部市场营销策略研究

发布时间：2018-11-03 20:05

【摘要】：中国证券市场始于20世纪90年代,上海和深圳两个证券交易所陆续挂牌成立,迄今已有超过20年的发展历程,期间既有快速井喷,也有行业的长期低迷,表现出显著的波动性和周期性。近年来,在资本市场改革日益加速的背景下,市场竞争变得日益激烈,同时随着券商佣金的市场化,证券公司传统的营销模式面临很大问题。证券公司如何针对市场环境的变化和消费者需求的变化,制定有针对性的营销策略来满足市场需求,成为每个证券公司亟待解决的重要课题。本文选择W证券公司A营业部为研究对象,首先作者介绍了W证券的发展现状,指出了A营业部在营销管理方面存在的问题,阐述了研究的意义。其次,介绍了证券经纪业务营销的相关概念,梳理了4P营销组合和STP市场细分理论,为全文的研究奠定了理论基础。接着借鉴PEST分析工具分析了A营业部面临的外部营销环境,包括政治法律、经济、社会文化以及信息技术等,从股东资源支持、网点分布以及技术平台等方面介绍了公司的内部环境,利用SWOT模型分析了营业部面临的优势和劣势,机会和威胁。然后,根据STP理论,结合证券行业的通行做法,对A营业部的目标市场进行了细分和定位,按照日均资金量对客户进行了分类,并分析了不同类别客户的需求,为营销策略的制定奠定基础。最后,借助4P营销理论制定了W证券公司A营业部的营销策略。在产品方面,提出了产品组合策略和产品创新策略；在价格方面,根据资金量的不同,划分出了不同类型客户的佣金标准；在渠道方面,设计了客户经理、银行以及大卖场相结合的营销渠道；在促销方面,提出了人员、广告以及公共促销的具体方案。本文的研究有利于W证券公司A营业部整合资源,提升市场营销能力,最终提升企业的经营绩效,同时对于证券行业的其他公司也具有指导意义。
[Abstract]:China's securities market began in the 1990s, and the Shanghai and Shenzhen stock exchanges were established one after another. Up to now, there has been more than 20 years of development, during which time there has been both a rapid blowout and a long downturn in the industry. Showing marked volatility and periodicity. In recent years, under the background of accelerating the reform of capital market, the market competition is becoming more and more fierce. At the same time, with the marketization of brokerage commission, the traditional marketing mode of securities companies is facing great problems. How to formulate targeted marketing strategies to meet the market demand in view of the change of market environment and consumer demand has become an important issue for each securities company to solve. In this paper, W Securities Company A Business Department is chosen as the research object. Firstly, the author introduces the development status of W Securities, points out the problems in marketing management of A Business Department, and expounds the significance of the research. Secondly, this paper introduces the related concepts of securities brokerage business marketing, combs the 4P marketing mix and STP market segmentation theory, which lays a theoretical foundation for the research of this paper. Then using the PEST analysis tool to analyze the external marketing environment that A business department faces, including political law, economy, social culture and information technology, etc. This paper introduces the internal environment of the company in terms of network distribution and technical platform, and analyzes the strengths and weaknesses, opportunities and threats faced by the business department by using SWOT model. Then, according to the STP theory, combined with the common practice of the securities industry, the target market of A business department is subdivided and positioned, the customers are classified according to the daily average amount of funds, and the needs of different types of customers are analyzed. To lay the foundation for the formulation of marketing strategy. Finally, with the help of 4 P marketing theory, the marketing strategy of W Securities Company A is established. In terms of product, the product combination strategy and product innovation strategy are put forward, and the commission standards of different types of customers are divided according to the different amount of funds in price. In the aspect of channel, the author designs the marketing channel of the combination of account manager, bank and big store; in the aspect of promotion, it puts forward the concrete plan of personnel, advertisement and public promotion. The research in this paper is beneficial to W Securities Company A business department to integrate resources, improve marketing capabilities, and ultimately improve the business performance of enterprises, and also has a guiding significance for other companies in the securities industry.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F832.39

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