【摘要】：在過去的20多年發(fā)展過程中,由于政策紅利帶來的通道資源的稀缺性,經(jīng)紀業(yè)務為券商創(chuàng)造了非常豐厚的利潤。但是,近幾年,隨著國家政策紅利的逐漸消退,金融市場的進一步開放,加上互聯(lián)網(wǎng)券商的迅速崛起,證券市場的傭金水平大幅下滑,經(jīng)紀業(yè)務進入“微利時代”,以傳統(tǒng)通道為盈利模式的營業(yè)部紛紛進入發(fā)展瓶頸期,迫切要求營業(yè)部根據(jù)新的市場環(huán)境改變營銷策略,謀求轉(zhuǎn)型與創(chuàng)新。在上述市場環(huán)境下,本文以P證券營業(yè)部為實例進行研究,P證券營業(yè)部為新設營業(yè)部,面臨區(qū)域知名度低、品牌效應弱、團隊不成熟、市場競爭激烈、規(guī)模小、人員少等問題,為營業(yè)部營銷發(fā)展帶來困難。 文章首先介紹了SWOT分析方法、營銷理論等知識,對國內(nèi)外經(jīng)紀業(yè)務發(fā)展模式進行剖析研究。其次,結(jié)合國家經(jīng)濟形勢和行業(yè)狀況,通過對P證券營業(yè)部內(nèi)部、外部環(huán)境進行分析,結(jié)合其面臨的機遇和威脅、優(yōu)勢與劣勢,運用SWOT分析法對P證券營業(yè)部發(fā)展現(xiàn)狀及存在的營銷問題進行了分析。最后,針對營業(yè)部存在的一系列問題制定了相應的7Ps營銷策略以及相應的保障措施,強調(diào)營業(yè)部應借助多渠道的銷售模式、豐富的產(chǎn)品種類、差異化的定價方式、優(yōu)質(zhì)的服務水平、專業(yè)知識過硬的人員配備等來拓展業(yè)務,對P證券營業(yè)部的發(fā)展具有一定的借鑒意義。
[Abstract]:In the past 20 years, because of the scarcity of the channel resources brought by the policy dividend, the brokerage business has created a very rich profit for the securities companies. However, in recent years, with the gradual retreat of the national policy dividend, the further opening of the financial market, and the rapid rise of the Internet securities firms, the commission level of the securities market has fallen sharply, and the brokerage business has entered an era of "small profits." Taking the traditional channel as the profit mode, the business department has entered the bottleneck period of development one after another. It is urgent to request the business department to change its marketing strategy according to the new market environment and to seek for transformation and innovation. In the above market environment, this paper takes P securities sales department as an example to study, P securities business department is a new business department, facing low regional visibility, weak brand effect, immature team, fierce market competition and small scale. The small number of personnel and other issues, for the sales department to bring difficulties in the development of marketing. This paper first introduces the SWOT analysis method, marketing theory and other knowledge, and analyzes the development model of domestic and foreign brokerage business. Secondly, according to the national economic situation and the industry situation, through the analysis of the internal and external environment of P securities sales department, combined with the opportunities and threats, strengths and weaknesses, The present situation and marketing problems of P securities sales department are analyzed by using SWOT analysis method. Finally, aiming at a series of problems existing in the business department, the author makes the corresponding 7Ps marketing strategy and the corresponding safeguard measures, emphasizes that the business department should rely on the multi-channel sales model, the rich product category, the differentiated pricing method. The high quality service level, the professional knowledge excellent personnel disposition and so on expands the business, has the certain reference significance to the P securities business department's development.
【學位授予單位】：北京交通大學
【學位級別】：碩士
【學位授予年份】：2015
【分類號】：F832.39;F274

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