本文選題：證券公司 + 營銷��； 參考：《大連海事大學》2012年碩士論文

【摘要】：證券公司是我國資本市場的重要參與者,它不僅關系到我國證券市場能否健康發(fā)展,同時也關系到我國市場化進展和國企改制能否順利進行,然而,隨著股票發(fā)行核準制、證券交易浮動傭金制、強化上市公司信息披露、證券對國際逐步開放、大力推行證券投資基金等措施的實施,證券行業(yè)由過去受經(jīng)營許可證保護的壟斷性暴利行業(yè)轉變?yōu)殚_放競爭性微利行業(yè),證券公司的生存與發(fā)展空間受到嚴峻的考驗。在這種情況下,如何增強證券公司營銷意識,培養(yǎng)證券公司營銷能力,樹立“以客戶為中心、以需求為導向”的營銷戰(zhàn)略架構與服務體系,結合市場環(huán)境與自身的條件,因地制宜的打造核心競爭力,就顯得更為重要,這也就是本文的立意所在。 本文根據(jù)長江證券公司的發(fā)展現(xiàn)狀,依據(jù)市場營銷和戰(zhàn)略理論,首先對現(xiàn)階段公司的經(jīng)營狀況和內外部環(huán)境進行詳細地刻畫。然后對長江證券公司的市場進行細分,并按照證券業(yè)務的種類、投資品的種類和資金數(shù)量的大小的分類方式,定位長江證券公司選擇的目標市場應該是：經(jīng)紀業(yè)務市場、股票或封閉式基金市場和中散戶市場。并針對如上三個目標市場,以其各自的特征和需求為出發(fā)點,從營銷理論的產(chǎn)品策略、價格策略、營銷渠道策略和促銷策略的角度,對三個目標市場的營銷策略的制定進行深入細致的研究。最后,提出長江證券公司實施營銷策略的具體保障措施。
[Abstract]:The securities company is an important participant in the capital market of our country. It is not only related to the healthy development of the securities market in our country, but also related to the development of the marketization and the smooth progress of the reform of the state-owned enterprise. However, with the approval system of the stock issue, The floating commission system for securities trading, the strengthening of information disclosure of listed companies, the gradual opening of securities to the international community, and the implementation of such measures as securities investment funds, The securities industry has changed from monopoly profiteering industry protected by business license to open competitive minuscule profit industry in the past. The survival and development space of securities companies has been severely tested. In this case, how to strengthen the marketing consciousness of the securities companies, cultivate the marketing ability of the securities companies, set up the "customer-centered, demand-oriented" marketing strategic framework and service system, combine the market environment with their own conditions, According to local conditions to build core competitiveness, it is more important, this is the idea of this article. According to the present situation of the Changjiang Securities Company and the theory of marketing and strategy, this paper firstly describes the present situation of the company and its internal and external environment in detail. Then the market of the Changjiang Securities Company is subdivided, and according to the classification of the types of securities business, the types of investment products and the amount of funds, the target market chosen by the Yangtze Securities Company should be: the brokerage market. Stock or closed-end fund market and retail market. In view of the above three target markets, based on their respective characteristics and needs, from the point of view of product strategy, price strategy, marketing channel strategy and promotion strategy of marketing theory, The marketing strategies of the three target markets are studied in detail. Finally, put forward the Yangtze Securities Company to implement the specific safeguard measures of marketing strategy.
【學位授予單位】：大連海事大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F832.39;F274

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