我国证券经纪业务市场营销存在的问题及对策研究

Research on the problems and Countermeasures of the securities brokerage business marketing in China

摘要:(摘要内容经过系统自动伪原创处理以避免复制,下载原文正常,内容请直接查看目录。)

证券市场是中国本钱市场的主要构成部门,它与我国国有企业改造的顺遂停止,和我国公民经济的安康成长关系亲密。证券公司作为本钱市场的主要介入者,极年夜地增进了我国本钱市场的成长。证券掮客营业从我国证券市场树立以来就是证券公司的基本营业,遭到了高度看重。传统掮客营业比拟重视通道营业,市场营销也简略懂得为与银行的渠道协作。现在证券市场竞争日益重要,证券公司为了坚持原本的市场位置,开辟新的利润增加点,对掮客营业市场营销任务日趋存眷。证券公司的市场营销是金融办事营销的领域,现在的证券公司均已引入市场营销理念,经由过程引入市场营销实际,增进证券公司的营业拓展。2013年跟着中国证监会慢慢摊开佣金、营业网点的限制,各类立异营业层见叠出,证券公司的财富治理、本钱中介本能机能赓续深刻,逐步推翻了传统的掮客营业营销方法。本文以证券掮客营业的市场营销为研讨对象,剖析市场营销实际在理论中的详细感化机制。同时存眷营销进程中的风险身分,为证券掮客营业的治理供给必定的参考,从而推进证券行业的成长。这是对质券掮客营业立异转型的无力弥补,对加速我国证券行业的市场化竞争成长体系体例改造有严重意义。本文重要研讨证券掮客营业营销,商量中国证券公司的近况和所碰到的艰苦,找出个中的缘由,商量处理这些成绩的思绪,提出掮客营业营销的风险掌握要点,旨在进步证券公司掮客营业市场营销治理程度,特别是对质券公司进步运营治理才能和周全风险治理才能供给必定的指点感化。本文起首引见市场营销实际及其成长进程,包含市场营销的研讨近况,及证券市场经济营业市场营销特点。联合证券掮客营业以后市场营销所面对的实际成绩,论述并剖析证券公司应当采用的市场营销战略,给出了掮客营业市场营销所面对的的风险身分,并给出响应的风险防备建议。本文应用查阅文献和比较研讨的办法,旨在商量以证券掮客营业的市场营销为研讨对象,剖析关系营销实际在理论中详细感化机制,为证券掮客营业的治理供给必定的参考,从而推进证券行业的合规高效合规成长。本文由四部门构成:第一章是绪论,重要引见研讨配景、研讨目标和内容和研讨意义(包含实际意义和理论意义),明白了研讨的实际对象和办法进程;第二章是文献综述,重要对质券掮客营业、市场营销及其风险掌握的以往研讨和三者之间的关系停止了梳理,并肯定了在本研讨中的界说。第三章是证券掮客营业营销剖析,在文献综述的基本上考核了国际证券掮客营业的近况和市场营销所所面对的重要成绩,提出了针对国际掮客营业营销成绩的处理计划,和证券掮客营业的市场营销所面对的重要风险及风险防备办法。第四章是研讨结论与建议,总结了研讨结论,在此基本上提出了证券掮客营业市场营销的成长及风险掌握的建议,本研讨的立异与缺乏和研讨瞻望。

Abstract:

The securities market is the important component of China's capital market, it and the smooth transformation of the state-owned enterprises of our country to stop, and our national economy the healthy growth of the relationship between the close. The securities company as the main intervention in the capital market, greatly enhance China's capital market growth. A securities brokerage business is the basic business of the securities company since the stock market was set up, the highly valued. The traditional broker business channel marketing business more attention, also briefly know with the bank for channel coordination. Now securities market competition is becoming increasingly important, securities companies to adhere to the original market position, open up new profit point increase, the broker business marketing task is becoming more and more concern. The securities company marketing financial services marketing field, now securities companies have introduced the idea of marketing process, the introduction of the marketing practice through enhance securities company business development. 2013 followed by the China Securities Regulatory Commission (CSRC) slowly spread commissions, outlets, all kinds of business innovation emerges in endlessly, securities company's wealth management, capital intermediary instinct function continuously profound, gradually to overthrow the traditional brokerage business marketing methods. In this paper, a securities brokerage business marketing as the research object, analyzes the marketing practice in the theory with action mechanism. And save pays close attention to the marketing process of risk factors, securities broker business management to offer certain reference, so as to promote the growth of the securities industry. This is confronted the transformation of securities brokerage business innovation unable to make up for, to accelerate the market competition in China's securities industry growth system reform is of great significance. This paper is mainly to study the securities brokerage business marketing, Chinese securities companies to discuss status and meet the hard, medium is made to find out the reason and discuss treatment results. These thoughts, proposed marketing broker business risk grasp the main points, to progress the securities company broker business market marketing management level, especially confrontation securities companies improve operational management to and comprehensive risk management can provide certain guidance effect. This paper first introduces the marketing practice and development process, including research situation of marketing, business marketing and securities market economy characteristics. United Securities broker business after the market marketing in the actual results, discuss and analyze a securities company shall adopt the marketing strategy, given a broker business marketing face the risk factors, and gives the response risk prevention recommendations. In this paper, the application of consulting literature and comparative research approach, aims to discuss to the marketing of securities broker business as the research object, analysis of relationship marketing practice in theory with action mechanism, securities broker business management to offer certain reference, so as to promote the securities industry compliance, compliance growth. This paper includes four parts: the first chapter is the introduction, important introduced research background, research objectives and content and the significance of the research, including the practical significance and the theory significance, to understand the process of practical and research; the second chapter is the literature review, the relationship between important securities broker business, marketing and risk master of past research and stopped combing, and affirmed the definition in this study. The third chapter is the analysis of the securities brokerage business marketing, in literature review of basic on assessment of the international securities broker business situation and marketing are facing important issues, and puts forward the plan for the brokerage business marketing performance, and securities brokerage business marketing face important risk and risk prevention. The fourth chapter is research conclusion and suggestion, summarizes the research conclusions, this basically proposed marketing of securities broker business development and risk control suggestions, innovation of this study and the lack of and research prospect.

目录:

中文摘要4-6
Abstract6-7
目录8-11
1. 绪论11-16
    1.1 研究背景11-12
    1.2 研究目的和内容12
    1.3 研究意义12-14
        1.3.1 理论意义12-13
        1.3.2 实践意义13-14
    1.4 研究的理论工具14
    1.5 研究方法14-15
    1.6 本章小结15-16
2. 文献综述16-28
    2.1 市场营销16-18
        2.1.1 市场营销基础理论16
        2.1.2 市场营销观念16-17
        2.1.3 市场营销组合理论及其演变17
        2.1.4 市场营销的4R组合理论17-18
    2.2 风险管理研究18-25
        2.2.1 风险的概念18
        2.2.2 风险管理—风险的识别、评估与控制18-21
        2.2.3 证券公司的风险控制21-23
        2.2.4 证券公司的风险管理措施23-25
    2.3 证券经纪业务市场营销有关研究综述25-27
        2.3.1 证券经纪业务概念25
        2.3.2 证券经纪业务市场营销内涵25-26
        2.3.3 国内证券经纪业务市场营销研究现状26
        2.3.4 证券经纪业务市场营销策略26-27
        2.3.5 证券经纪业务的市场营销界定27
    2.4 本章小结27-28
3. 证券经纪业务营销分析28-55
    3.1 中国证券经纪业务现状分析28-32
        3.1.1 证券公司主要业务构成28-30
        3.1.2 中国财富管理需求旺盛30-31
        3.1.3 中国证券行业整合、创新转型加速31-32
    3.2 当前证券经纪业务市场营销所面临的问题及原因32-36
        3.2.1 市场因素32-33
        3.2.2 证券公司新开营业部数量爆炸式增长,市场竞争加剧33-34
        3.2.3 面临互联网金融的机遇与挑战34
        3.2.4 证券公司普遍缺乏核心竞争力服务产品趋于同质化34-35
        3.2.5 咨询服务未见成效35
        3.2.6 证券公司营销意识薄弱、缺乏品牌效应35-36
        3.2.7 缺乏高端营销人才,营销人员流动过快、缺乏稳定性36
    3.3 中国证券经纪业务市场营销问题的解决方案36-46
        3.3.1 改进市场营销策略37-38
        3.3.2 扩大市场,拓展产品与服务范围,优化收入结构38-39
        3.3.4 根据证券市场状况采取不同的营销策略39-40
        3.3.5 提升渠道策略40
        3.3.6 开发建立营销管理信息系统40-41
        3.3.7 组建营销队伍和投资顾问团队41-42
        3.3.8 加强产品和服务的开发、升级和转型42-45
        3.3.9 关注投资者需求,分类管理投资者,建立“大数据”思维45
        3.3.10 重视员工的专业素质培养45-46
    3.4 证券经纪业务市场营销的风险控制46-54
        3.4.1 证券经纪业务市场营销的风险类别47
        3.4.2 证券经纪业务市场营销的风险识别47-48
        3.4.3 人员管理风险48-49
        3.4.4 营销人员行为风险49
        3.4.5 营业部的营销风险49-50
        3.4.6 证券经纪业务市场营销的风险防范50-54
            3.4.6.1 营销人员管理风险的防范50-51
            3.4.6.2 营销人员行为风险防范51-53
            3.4.6.3 营业部的营销风险防范53-54
    3.5 本章小结54-55
4 研究结论与建议55-58
    4.1 研究结论55
    4.2 管理建议55-56
    4.3 研究创新和不足56
    4.4 研究展望56-58
参考文献58-60
后记60-61
致谢61