本文關(guān)鍵詞： 方正證券股份有限公司 金融產(chǎn)品代銷 營(yíng)銷策略 業(yè)務(wù)協(xié)同 金融創(chuàng)新　出處：《湖南大學(xué)》2015年碩士論文　論文類型：學(xué)位論文

【摘要】：自上個(gè)世紀(jì)90年代初上海、深圳證券交易所成立以來(lái),我國(guó)的資本市場(chǎng)發(fā)展迅猛,金融改革與創(chuàng)新也從未停止。金融創(chuàng)新產(chǎn)品也不斷出現(xiàn),而在這些創(chuàng)新產(chǎn)品和機(jī)制的背后是強(qiáng)有力的營(yíng)銷戰(zhàn)略指導(dǎo)和營(yíng)銷策略支持。金融機(jī)構(gòu),尤其是證券公司必須自上而下,結(jié)合大環(huán)境調(diào)整其營(yíng)銷戰(zhàn)略方向,靈活制定營(yíng)銷策略才能不適應(yīng)不斷變化的外部環(huán)境和內(nèi)部結(jié)構(gòu),從而在同業(yè)競(jìng)爭(zhēng)中占據(jù)有利地位。本文通過(guò)對(duì)方正證券公司代銷金融產(chǎn)品業(yè)務(wù)的內(nèi)外部環(huán)境分析,結(jié)合公司組織架構(gòu)、渠道經(jīng)營(yíng)模式、整理出公司現(xiàn)行的營(yíng)銷戰(zhàn)略方向:拓展金融產(chǎn)品代銷業(yè)務(wù)細(xì)分市場(chǎng),引進(jìn)同業(yè)合作伙伴,積極發(fā)掘行業(yè)代銷業(yè)務(wù)機(jī)會(huì),完善公司產(chǎn)品線和服務(wù)延伸;渠道經(jīng)營(yíng)模式上要以現(xiàn)有京、浙、湘為中心,向周邊輻射,按客戶資源比重調(diào)整營(yíng)業(yè)部配置和銷售人員管理,積極發(fā)展三線城市創(chuàng)新業(yè)務(wù),占領(lǐng)業(yè)務(wù)高地。同時(shí),本文運(yùn)用SWOT對(duì)公司代銷金融產(chǎn)品同業(yè)環(huán)境進(jìn)行了分析,運(yùn)用4Ps對(duì)代銷金融產(chǎn)品進(jìn)行市場(chǎng)營(yíng)銷組合策略分析。通過(guò)實(shí)施代銷金融產(chǎn)品營(yíng)銷策略,預(yù)期提升營(yíng)銷團(tuán)隊(duì)的作戰(zhàn)能力、提升公司品牌價(jià)值、提高客戶滿意度和粘度。通過(guò)研究方正證券公司代銷金融產(chǎn)品營(yíng)銷策略,發(fā)現(xiàn)公司戰(zhàn)略定位、良性的同業(yè)合作、銷售渠道的建設(shè)與拓展以及營(yíng)銷人員的持續(xù)培訓(xùn)等四個(gè)方面的因素是營(yíng)銷策略得以實(shí)現(xiàn)并獲得最大化效益的關(guān)鍵。
[Abstract]:Since the establishment of Shanghai and Shenzhen Stock Exchange in early -10s, China's capital market has developed rapidly, and financial reform and innovation have never stopped. But behind these innovative products and mechanisms are strong marketing strategy guidance and marketing strategy support. Financial institutions, especially securities companies, must adjust their marketing strategy direction from top to bottom, taking into account the general environment. The flexible formulation of marketing strategy can not adapt to the changing external environment and internal structure, thus occupying a favorable position in the competition of the same industry. Combined with the company's organizational structure and channel management model, the current marketing strategy of the company is sorted out: expanding the subdivision market of the financial products' consignment business, introducing the business partners of the same industry, and actively exploring the business opportunities of the industry's sales agent, Improve the company's product line and service extension, channel business model should be based on the existing Beijing, Zhejiang, Hunan as the center, radiation to the surrounding, according to the proportion of customer resources to adjust the allocation of business department and sales personnel management, actively develop third-tier city innovation business, At the same time, this paper uses SWOT to analyze the same industry environment of the company's financial products, and 4Ps to analyze the marketing combination strategy of the financial products. It is expected to enhance the combat ability of the marketing team, enhance the company's brand value, improve customer satisfaction and viscosity. By studying the marketing strategy of Fangzheng Securities Company, we can find out the strategic orientation of the company and the benign interbank cooperation. The construction and expansion of sales channels and the continuous training of marketing personnel are the key factors for the realization of marketing strategy and the maximization of benefits.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F832.39

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