我国证券公司营销战略研究

【作者】 李丽萍；

【导师】 彭建刚；

【作者基本信息】 湖南大学 ， 金融学， 2003， 硕士

【摘要】 证券公司是我国资本市场的重要参与者，它不仅关系到我国证券市场能否健康发展，同时也关系到我国市场化进展和国企改制能否顺利进行，然而，随着股票发行核准制、证券交易浮动佣金制、强化上市公司信息披露、证券对国际逐步开放、大力推行证券投资基金等措施的实施，证券行业由过去受经营许可证保护的垄断性暴利行业转变为开放竞争性微利行业，证券公司的生存与发展空间受到严峻的考验。在这种情况下，如何增强证券公司营销意识，培养证券公司营销能力，树立“以客户为中心、以需求为导向”的营销战略架构与服务体系，结合市场环境与自身的条件，因地制宜的打造核心竞争力，就显得更为重要，这也就是本文的立意所在。 要从根本上提升我国证券公司营销能力，关键就是从战略角度来规划和实施营销行动。因此，本文力图把理论和实际结合起来，遵循“提出问题——分析问题——解决问题”的研究思路，对我国证券公司营销战略建设进行一次系统研究。 第一章介绍了选题背景和有关金融证券营销的最新动态。 第二章对我国证券市场的历史演变和我国证券公司营销现状不足进行了系统概况，总结出我国证券营销存在外部宏观环境制约、内部营销环境不够、业务品种雷同、缺乏高素质和训练有素营销人才，营销组织体系较分散和营销手段缺乏整体策略体系等几方面问题。因此，研究我国证券公司营销战略不仅具有重大现实意义，也具有丰富转轨时期我国金融营销内容的理论意义。 第三章系统讨论了现代营销理论体系要素(营销环境、客户行为、市场细分、营销组合策略等)在证券营销战略制定过程中应用及相应的启示。证券公司只有明晰了营销过程中各个要素的作用和规律，才能正确判断出竞争格局的走向及其变化，因地制宜地制订出最适合自身发展的营销策略，在竞争激烈的买方市场环境中保持不掉队，并力争超越。 第四章论述了构建我国证券公司的总体营销战略。归纳总结出构建营销战略的三个步骤：第一步进行SWOT分析，明确公司的行业定位，为公司设计具体的营销战略奠定基础。第二步设计证券公司营销战略的主要内容，其中包括四个方面：营销环境、客户开发管理、营销体系、营销组合策略。第三步实施和控制过程，证券行业是高风险行业，证券营销战略的实施过程中存在一系列的风险，必须加强对营销战略实施过程中存在风险进行控制。 最后本文对蔚深证券长沙营业部实施营销战略的案例进行了具体分析。通过对该营业部实施营销战略前后的情况的对比，得出了构建、实施证券营销战略能够有效地提高营业部的竞争能力，丰富证券营销战略的广泛运用，最终实现证券公司在行业中的竞争地位的结论。更多还原

【Abstract】 Securities companies, an important participant of the capital market, play an significant role in the development of securities market and advancement of marketization and state-owned enterprises reform. However, with the approving system of securities issuance, the floating of trading commission, the mandatory information disclosure of public corporations, the further opening-up of securities market, the development of securities funds, securities sector transforms from the monopoly sector to fully-competitive sector, and therefore securities companies are under severe pressure to survive. Under such circumstances, how to improve marketing consciousness and ability of securities company, establish clients-centralized and demand-oriented marketing strategic structure, and build essential competence considering market background and its own condition, becomes more important, and is the goal this thesis aims to reach.The key to enhance the marketing ability of securities companies is to plan and implement the marketing activities from the strategic aspect. Therefore, This thesis studies from theory to practice, keeping to the step of proposing problem, analyzing it, and then solving it. At first, according to the market existing status, point out the disadvantages of traditional marketing; second, analyzing each factors related to marketing strategy; finally, establish the whole marketing strategy of securities companies in China.In the first chapter, the background and the latest research on securities marketing are concluded.In the second chapter, the historical development of China securities market is systematically summarized and the disadvantages of existing securities marketing are posed: external macro environment, internal marketing environment, business products, marketing team, marketing structure and marketing methods. Consequently, the research on securities marketing strategy is significant in both practice and theory.In the third chapter, the application and respective revelation of modern marketing elements, including marketing condition, customers behavior, market segmentation and market combination in the process of securities marketing strategy planning are fullyanalyzed. Only through learning about the function and law of each element in the marketing process, can securities companies recognize the trend and changes, establish the marketing tactics to satisfy the client need and get the upper hand of the competitors.How to structure the whole marketing strategy of securities companies is fully discussed in the fourth chapter. There are three steps to follow in the design of marketing strategy. First, make the analysis of SWOT and determine the strategy orientation. Second, design the marketing strategy of securities companies, including marketing environment, exploitation and management of clients, marketing system and marketing tactics. The third step is to carry out and control the strategy. The sector of securities is high-risk, and there are a series of risks in the implementation of securities marketing strategy. Therefore, to control the risk in the implementation of marketing strategy is necessary.In the last chapter, I provide the case analysis of Changsha sale department of Weishen securities company. Through the comparison of the conditions before and after the implementation of marketing strategy, the author concludes that implementation of securities marketing strategy can effectively enhance the competence of sale department, advance the broad use of securities marketing strategy, and eventually help securities companies get the advantage in the market competition.更多还原