【摘要】：中國(guó)證券市場(chǎng)始于20世紀(jì)90年代,上海和深圳兩個(gè)證券交易所陸續(xù)掛牌成立,迄今已有超過(guò)20年的發(fā)展歷程,期間既有快速井噴,也有行業(yè)的長(zhǎng)期低迷,表現(xiàn)出顯著的波動(dòng)性和周期性。近年來(lái),在資本市場(chǎng)改革日益加速的背景下,市場(chǎng)競(jìng)爭(zhēng)變得日益激烈,同時(shí)隨著券商傭金的市場(chǎng)化,證券公司傳統(tǒng)的營(yíng)銷模式面臨很大問(wèn)題。證券公司如何針對(duì)市場(chǎng)環(huán)境的變化和消費(fèi)者需求的變化,制定有針對(duì)性的營(yíng)銷策略來(lái)滿足市場(chǎng)需求,成為每個(gè)證券公司亟待解決的重要課題。 本文選擇W證券公司A營(yíng)業(yè)部為研究對(duì)象,首先作者介紹了W證券的發(fā)展現(xiàn)狀,指出了A營(yíng)業(yè)部在營(yíng)銷管理方面存在的問(wèn)題,闡述了研究的意義。其次,介紹了證券經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷的相關(guān)概念,梳理了4P營(yíng)銷組合和STP市場(chǎng)細(xì)分理論,為全文的研究奠定了理論基礎(chǔ)。接著借鑒PEST分析工具分析了A營(yíng)業(yè)部面臨的外部營(yíng)銷環(huán)境,包括政治法律、經(jīng)濟(jì)、社會(huì)文化以及信息技術(shù)等,從股東資源支持、網(wǎng)點(diǎn)分布以及技術(shù)平臺(tái)等方面介紹了公司的內(nèi)部環(huán)境,利用SWOT模型分析了營(yíng)業(yè)部面臨的優(yōu)勢(shì)和劣勢(shì),機(jī)會(huì)和威脅。然后,根據(jù)STP理論,結(jié)合證券行業(yè)的通行做法,對(duì)A營(yíng)業(yè)部的目標(biāo)市場(chǎng)進(jìn)行了細(xì)分和定位,按照日均資金量對(duì)客戶進(jìn)行了分類,并分析了不同類別客戶的需求,為營(yíng)銷策略的制定奠定基礎(chǔ)。最后,借助4P營(yíng)銷理論制定了W證券公司A營(yíng)業(yè)部的營(yíng)銷策略。在產(chǎn)品方面,提出了產(chǎn)品組合策略和產(chǎn)品創(chuàng)新策略；在價(jià)格方面,根據(jù)資金量的不同,劃分出了不同類型客戶的傭金標(biāo)準(zhǔn)；在渠道方面,設(shè)計(jì)了客戶經(jīng)理、銀行以及大賣場(chǎng)相結(jié)合的營(yíng)銷渠道；在促銷方面,提出了人員、廣告以及公共促銷的具體方案。 本文的研究有利于W證券公司A營(yíng)業(yè)部整合資源,提升市場(chǎng)營(yíng)銷能力,最終提升企業(yè)的經(jīng)營(yíng)績(jī)效,同時(shí)對(duì)于證券行業(yè)的其他公司也具有指導(dǎo)意義。
[Abstract]:China's securities market began in the 1990s, and the Shanghai and Shenzhen stock exchanges were established one after another. Up to now, there has been more than 20 years of development, during which time there has been both a rapid blowout and a long downturn in the industry. Showing marked volatility and periodicity. In recent years, under the background of accelerating the reform of capital market, the market competition is becoming more and more fierce. At the same time, with the marketization of brokerage commission, the traditional marketing mode of securities companies is facing great problems. How to formulate targeted marketing strategies to meet the market demand in view of the change of market environment and consumer demand has become an important issue for each securities company to solve. In this paper, W Securities Company A Business Department is chosen as the research object. Firstly, the author introduces the development status of W Securities, points out the problems in marketing management of A Business Department, and expounds the significance of the research. Secondly, this paper introduces the related concepts of securities brokerage business marketing, combs the 4P marketing mix and STP market segmentation theory, which lays a theoretical foundation for the research of this paper. Then using the PEST analysis tool to analyze the external marketing environment that A business department faces, including political law, economy, social culture and information technology, etc. This paper introduces the internal environment of the company in terms of network distribution and technical platform, and analyzes the strengths and weaknesses, opportunities and threats faced by the business department by using SWOT model. Then, according to the STP theory, combined with the common practice of the securities industry, the target market of A business department is subdivided and positioned, the customers are classified according to the daily average amount of funds, and the needs of different types of customers are analyzed. To lay the foundation for the formulation of marketing strategy. Finally, with the help of 4 P marketing theory, the marketing strategy of W Securities Company A is established. In terms of product, the product combination strategy and product innovation strategy are put forward, and the commission standards of different types of customers are divided according to the different amount of funds in price. In the aspect of channel, the author designs the marketing channel of the combination of account manager, bank and big store; in the aspect of promotion, it puts forward the concrete plan of personnel, advertisement and public promotion. The research in this paper is beneficial to W Securities Company A business department to integrate resources, improve marketing capabilities, and ultimately improve the business performance of enterprises, and also has a guiding significance for other companies in the securities industry.
【學(xué)位授予單位】：西北大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F832.39

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