华林证券经纪业务营销策略研究

发布时间：2018-06-30 08:38

本文选题：经纪业务 + 竞争　；参考：《兰州大学》2017年硕士论文

【摘要】：在中国证券市场,证券经纪业务在整个证券行业的地位和作用是举足轻重的,它是证券公司赖以生存和发展的基础,在整个公司收入利润当中占比最高,也是最持久的来源,同时,在公司投资银行、资产管理、投顾咨询、自营等业务的开展过程中,证券经纪业务也发挥了相当大的作用。因此,该项业务庞大客户群体无疑是证券公司的巨大财富。但是,随着各大证券公司业务日益发展,投资者在投资过程中变得愈加理智与成熟,经纪业务也面临着巨大的挑战。为了应对这一困局,证券公司采取了两种办法,第一种是通过引入外部或内部资金,扩大资本金拓展各项业务,另一种是通过引进人才以提高公司内部管理水平,同时利用先进的投资理念和投顾资源去服务客户,并采取各种创新手段开辟新的利润来源。竞争是激烈的,市场是无情的,谁能够制定恰当的营销策略,找准自己的定位,开拓自己的目标客户群体并做好服务和维护,谁才能在惨烈的竞争环境中生存下去并发展壮大。本文以华林证券股份有限公司(以下简称为华林证券)为研究载体。在市场竞争日益加大,国家经济处于巨大转型的背景下,通过对华林证券公司概况、整体运营、经营理念、经营目标、营业网点分布、营销策略、经纪业务现状、营销人员管理和考核体系等方面的剖析,以及与深圳地区同行证券公司在营销模式、营销策略、营销方法等方面的综合比较,揭示其亟需改进的地方,找到适合华林证券全面提升市场竞争力、有效完善营销体系的道路。最后对公司的经纪业务提出一些个人的建议:明确公司的定位,目标市场的选择;改革营销部门管理制度;转变公司经营理念;开展多元化的营销模式;品牌营销;改变定价策略;强化宣传策略等。
[Abstract]:In China's securities market, the position and role of securities brokerage business in the entire securities industry is very important. It is the basis for the survival and development of securities companies. It accounts for the highest percentage of the whole company's income and profits, and is also the most lasting source. At the same time, securities brokerage also plays a significant role in the development of investment banking, asset management, investment consulting, proprietary business and so on. Therefore, this business huge customer group is undoubtedly the securities company's huge wealth. However, with the development of securities companies, investors become more rational and mature in the process of investment, brokerage business is also facing a huge challenge. To deal with this dilemma, securities firms have adopted two approaches: first, by introducing external or internal funds to expand capital to expand their businesses, and second, by introducing talent to improve the internal management of the company. At the same time, use advanced investment ideas and resources to service customers, and take various innovative means to open up new profit sources. Competition is fierce, the market is ruthless, who can formulate appropriate marketing strategy, find their own positioning, develop their target customer groups and do a good service and maintenance, who can survive and develop in the fierce competitive environment. In this paper, Hua Lin Securities Co., Ltd. (hereinafter referred to as Hua Lin Securities) as the research carrier. Under the background that the market competition is increasing day by day and the national economy is in a great transformation, through the general situation of Hualin Securities Company, the whole operation, the management idea, the management goal, the distribution of the business network, the marketing strategy, the present situation of the brokerage business, The analysis of marketing personnel management and appraisal system, as well as the comprehensive comparison of marketing mode, marketing strategy, marketing method and so on with the securities companies in Shenzhen area, reveals the areas that need to be improved. To find a suitable way to improve the overall market competitiveness and improve the marketing system. Finally, some personal suggestions on the brokerage business of the company are put forward: defining the position of the company, choosing the target market, reforming the management system of the marketing department, changing the management idea of the company, carrying out the diversified marketing mode, brand marketing; Change pricing strategy; strengthen propaganda strategy.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.39;F274

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