發(fā)布時(shí)間：2019-06-20 22:43

【摘要】：我國(guó)證券公司的主要收入來(lái)源于經(jīng)紀(jì)業(yè)務(wù),近年來(lái),隨著證券傭金利率的浮動(dòng)化,很多企業(yè)通過(guò)開(kāi)展傭金價(jià)格戰(zhàn)來(lái)爭(zhēng)奪客戶資源,因此,我國(guó)的證券經(jīng)紀(jì)業(yè)務(wù)市場(chǎng)的競(jìng)爭(zhēng)越來(lái)越激烈。本文的研究目的是探討在證券經(jīng)紀(jì)業(yè)務(wù)轉(zhuǎn)型期,招商證券如何更好地開(kāi)拓市場(chǎng),占有更大的市場(chǎng)份額。因此,本文的研究具有一定的理論意義和現(xiàn)實(shí)意義。 本文分析了我國(guó)證券經(jīng)紀(jì)業(yè)務(wù)市場(chǎng)的現(xiàn)狀以及變化趨勢(shì),研究了美國(guó)證券企業(yè)在經(jīng)紀(jì)業(yè)務(wù)轉(zhuǎn)型期的發(fā)展經(jīng)驗(yàn),為我國(guó)證券經(jīng)紀(jì)業(yè)務(wù)的發(fā)展提供的依據(jù)。然后,分析招商證券所面對(duì)的宏觀環(huán)境、行業(yè)環(huán)境總結(jié)招商證券在證券經(jīng)紀(jì)業(yè)務(wù)轉(zhuǎn)型期所擁有的優(yōu)劣勢(shì)以及所面對(duì)的機(jī)會(huì)和挑戰(zhàn),在此基礎(chǔ)上,提出了招商證券經(jīng)紀(jì)業(yè)務(wù)市場(chǎng)開(kāi)拓的STP策略、品牌策略、營(yíng)銷組合策略以及創(chuàng)新經(jīng)紀(jì)業(yè)務(wù)。此外,為了保證策略的順利實(shí)施,本文還提出了有針對(duì)性的人才機(jī)制、組織結(jié)構(gòu)體系、品牌建設(shè)等戰(zhàn)略實(shí)施的支撐體系。 本文采用了文獻(xiàn)綜述法、實(shí)地調(diào)研法、比較研究法等理論與實(shí)際相結(jié)合的方法。采用文獻(xiàn)綜述的方法,在對(duì)證券經(jīng)紀(jì)業(yè)務(wù)概述的基礎(chǔ)上,分析我國(guó)證券經(jīng)紀(jì)業(yè)務(wù)的發(fā)展現(xiàn)狀與趨勢(shì),學(xué)習(xí)國(guó)外證券企業(yè)的發(fā)展經(jīng)驗(yàn),指導(dǎo)我國(guó)證券經(jīng)紀(jì)業(yè)務(wù)的發(fā)展。采用實(shí)地調(diào)研的方法,深入研究招商證券所處的環(huán)境,獲得大量的一手?jǐn)?shù)據(jù)。
[Abstract]:The main income of securities companies in China comes from brokerage business. In recent years, with the floating interest rate of securities commission, many enterprises compete for customer resources through commission price war. Therefore, the competition in China's securities brokerage business market is becoming more and more fierce. The purpose of this paper is to explore how China Merchants Securities can better open up the market and occupy a larger market share in the transition period of securities brokerage business. Therefore, the research of this paper has certain theoretical and practical significance. This paper analyzes the present situation and changing trend of securities brokerage business market in China, and studies the development experience of American securities enterprises in the period of brokerage business transformation, which provides the basis for the development of securities brokerage business in China. Then, this paper analyzes the macro environment faced by China Merchants Securities, summarizes the advantages and disadvantages, opportunities and challenges faced by China Merchants Securities in the transition period of securities brokerage business, and on this basis, puts forward the STP strategy, brand strategy, marketing combination strategy and innovative brokerage business of China Merchants Securities Brokerage Business. In addition, in order to ensure the smooth implementation of the strategy, this paper also puts forward targeted talent mechanism, organizational structure system, brand building and other strategic implementation support system. In this paper, literature review method, field investigation method, comparative research method and other theoretical and practical methods are adopted. By using the method of literature review, on the basis of summarizing the securities brokerage business, this paper analyzes the present situation and trend of the securities brokerage business in China, studies the development experience of foreign securities enterprises, and guides the development of the securities brokerage business in China. Using the method of field research, in-depth study of the environment of China Merchants Securities, to obtain a large number of first-hand data.
【學(xué)位授予單位】：中南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F832.51

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