本文選題：證券營(yíng)業(yè)部　切入點(diǎn)：營(yíng)銷(xiāo)策略　出處：《北京交通大學(xué)》2013年碩士論文　論文類(lèi)型：學(xué)位論文

【摘要】：從2006年到2012年,我國(guó)股市經(jīng)歷了大起大落。代表性的上證指數(shù)一度到達(dá)6124點(diǎn)的歷史高點(diǎn),又一路狂跌至1664點(diǎn)。我國(guó)股民的投資理念受到重創(chuàng),投機(jī)心理受到抑制。各大券商間的競(jìng)爭(zhēng)逐漸變得白熱化,相關(guān)問(wèn)題日益突出,證監(jiān)會(huì)開(kāi)始整頓和規(guī)范資本市場(chǎng)。 本文以探析D證券營(yíng)業(yè)部遇到的銷(xiāo)售額下滑,市場(chǎng)份額減少,客戶(hù)不斷離開(kāi)等問(wèn)題為背景,結(jié)合市場(chǎng)動(dòng)態(tài)和國(guó)家經(jīng)濟(jì)形勢(shì),從理論和實(shí)際兩方面對(duì)該營(yíng)業(yè)部面臨的內(nèi)部、外部因素進(jìn)行分析,總結(jié)了該營(yíng)業(yè)部營(yíng)銷(xiāo)方面的優(yōu)勢(shì)、劣勢(shì)、面臨的機(jī)會(huì)和威脅等情況,運(yùn)用服務(wù)營(yíng)銷(xiāo)的相關(guān)理論,指出了通過(guò)差異化產(chǎn)品和優(yōu)質(zhì)服務(wù)、多方位營(yíng)銷(xiāo)渠道、多樣化服務(wù)促銷(xiāo)、服務(wù)定價(jià)等策略,改善營(yíng)業(yè)部營(yíng)銷(xiāo)氛圍和環(huán)境,達(dá)到有效推進(jìn)營(yíng)銷(xiāo)指標(biāo)、擴(kuò)大盈利范圍的目的。 文章首先介紹了證券營(yíng)業(yè)部營(yíng)銷(xiāo)策略概念、市場(chǎng)營(yíng)銷(xiāo)環(huán)境、SWOT分析方法、服務(wù)營(yíng)銷(xiāo)理念等理論。其次,運(yùn)用SWOT分析方法對(duì)該營(yíng)業(yè)部面臨的宏觀經(jīng)濟(jì)環(huán)境、市場(chǎng)競(jìng)爭(zhēng)狀況、市場(chǎng)供需情況以及該營(yíng)業(yè)部?jī)?nèi)部組織結(jié)構(gòu)、銷(xiāo)售渠道、產(chǎn)品構(gòu)成等情況進(jìn)行深入分析剖解,運(yùn)用服務(wù)營(yíng)銷(xiāo)的相關(guān)理論,探析了解決問(wèn)題的途徑。
[Abstract]:From 2006 to 2012, China's stock market experienced a big ups and downs. The representative Shanghai Stock Exchange index once reached a historical high of 6,124 points, then plummeted all the way to 1, 664 points. Speculative psychology was restrained. The competition among the major securities firms became more and more intense, and the related problems became increasingly prominent. The CSRC began to rectify and regulate the capital market. Based on the analysis of the problems encountered by D securities sales department, such as the decline in sales, the decrease of market share and the continuous departure of customers, this paper combines the market dynamics and the national economic situation, and analyzes the internal problems faced by the sales department from both theoretical and practical aspects. The external factors are analyzed, and the advantages, disadvantages, opportunities and threats faced by the sales department are summarized. By using the relevant theory of service marketing, the paper points out the multi-directional marketing channels through differentiated products and high-quality services. Diversification of service promotion, service pricing and other strategies to improve the sales department marketing atmosphere and environment, to effectively promote marketing targets, expand the profit range of the purpose. Firstly, the paper introduces the concept of marketing strategy, the marketing environment and the theory of service marketing. Secondly, the paper applies the SWOT analysis method to analyze the macroeconomic environment and the market competition situation faced by the business department. The situation of market supply and demand as well as the internal organization structure, sales channel and product composition of the sales department are analyzed and analyzed in depth, and the ways to solve the problems are analyzed by using the relevant theories of service marketing.
【學(xué)位授予單位】：北京交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F274;F832.39

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本文編號(hào)：1634084