本文關鍵詞： 證券營業(yè)部 專業(yè)服務 服務營銷　出處：《蘭州大學》2012年碩士論文　論文類型：學位論文

【摘要】：近年來,伴隨著國內經(jīng)濟的發(fā)展,人均可支配收入不斷提高,民間資本快速增長,社會財富的積累較以往有了質的不同,通過現(xiàn)有金融市場進行投資和理財規(guī)劃的人群已極大的豐富。證券營業(yè)部作為證券公司經(jīng)紀業(yè)務最基層的機構,其經(jīng)營模式及提供的產(chǎn)品在面臨著機遇與發(fā)展的同時,也面臨著更多的新挑戰(zhàn)。對于現(xiàn)有的證券經(jīng)營機構其生存空間受到行業(yè)外的證券替代產(chǎn)品的擠壓及行業(yè)內網(wǎng)點審批放開等因素的影響,已完全走出了暴利壟斷時代。 從本世紀初期開始,證券營業(yè)部紛紛開始重視營業(yè)部層面的營銷工作,在03、04年之后基本都是采用在銀行駐點宣傳的方式實現(xiàn)自己的營銷目的,由于現(xiàn)有的營銷方式是依附于銀行的,營銷的對象也是被銀行牢牢控制的銀行客戶,由此證券營銷做的更多的是拿條件交換客戶,或是在營銷渠道的末端等待客戶,這變相使證券公司和銀行變成了上下游的合作關系,相當于一個服務行業(yè)將自己的服務資源完全交給上游公司進行控制,這對于一個獨立的金融行業(yè)是不可長久的,也是絕對不允許的。 證券公司對于資本市場的研究及對資本市場的風險把握,對資本市場中產(chǎn)品的研究能力是銀行體系所遠遠不能達到的,發(fā)揮證券行業(yè)的專業(yè)所長,積極探索在證券營業(yè)部層面開展以專業(yè)服務帶動的服務營銷模式將有助與行業(yè)的發(fā)展,能夠有效的維護行業(yè)利益并擴大行業(yè)的成長空間。 本文通過對XX證券蘭州營業(yè)部采取的業(yè)務營銷模式進行分析,通過對該營業(yè)部的經(jīng)營狀況及構架進行分析,找到現(xiàn)有營銷模式存在的問題,通過多種研究方法,確定以新的服務營銷模式取代現(xiàn)有的營銷模式是解決目前XX證券蘭州營業(yè)部存在問題的最好嘗試。對服務營銷模式進行闡述,確定構成服務營銷模式的服務體系、人員管理體系、薪酬體系等,并針對XX證券蘭州營業(yè)部的現(xiàn)狀,對該證券營業(yè)部的構架進行重新組建。對按照服務營銷模式搭建的新營業(yè)部的構架進行實施,并對實施過程中可能遇到的問題進行分析解決,以此來嘗試給證券營業(yè)部的營銷工作找到符合未來發(fā)展的解決方案。
[Abstract]:In recent years, with the development of the domestic economy, the per capita disposable income increased, the rapid growth of private capital, the accumulation of social wealth than in the past have different quality, investment and financial planning through existing financial market groups have been greatly enriched. The securities business department of securities brokerage business as the most basic institutions, the business models and products in the face of opportunities and development at the same time, is also facing more new challenges. For existing securities institutions and their living space by industry of securities products to replace the extrusion and industry outlets for approval to release and other factors, has been completely out of the era of monopoly profits.
From the beginning of this century, the securities business department have begun to pay attention to the business department level marketing work, in 03,04 years after the basic are using their own marketing to achieve the purpose of stagnation in bank propaganda way, because the existing marketing mode is dependent on the bank's marketing object is tightly controlled by the bank customers, the securities marketing is doing more with exchange customers, or wait for customers at the end of the marketing channel, this disguised so that the securities companies and banks into the upstream and downstream cooperation, the equivalent of a service industry will serve their resources entirely to the upstream company control, this is not long for a independent financial industry, it is absolutely not allowed.
A securities company for the risk capital market and capital market to grasp, the banking system fell far short of the ability of products in the capital market, the securities industry to play professional expertise, and actively explore the help with the development of the industry will be in the securities business to carry out professional services to the service marketing mode of department level, can effectively safeguard the interests of the industry and expand the room for growth of the industry.
In this paper, through the analysis to Lanzhou Sales Department of XX securities business marketing model, based on the operating conditions of the sales department and architecture analysis, find the problems of the existing marketing model, through a variety of research methods, to determine the new service marketing model to replace the existing marketing mode is the best solution to try the XX securities business department of Lanzhou the problems of service marketing model described, determine the service marketing mode of the service system, personnel management system, compensation system, according to the current situation of XX securities business department of Lanzhou, the framework of the securities business department was re established. Implemented in accordance with the framework of service marketing model to build the new business department. And the possible problems encountered in the implementation of the analysis solution, in order to try to find the marketing of the securities business department in accordance with the future development of the party The case.

【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F274;F832.5

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本文編號：1486264