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本文以 YT 证券济南营业部为研究对象，就其营销策略展开深入的
研究。本文采用了 PEST 分析理论、SWOT 分析方法、市场细分理论、
7Ps 营销理论和客户关系管理理论，对济南营业部经纪业务的内外部
营销环境进行分析，进而运用 SWOT 理论对营业部的竞争格局做了相
关分析，总结了济南营业部业务发展的优势、劣势与机会和威胁，并
在此基础上提出了目前营业部经纪业务营销中存在的问题，并进行了
原因分析。最后运用 7Ps 理论针对性的解决营销问题，并制定了更加
科学有效的营销策略，即 YT 证券济南营业部经纪业务的发展既要注
重产品策略、价格差异化策略、多渠道策略和促销策略，也要创新发
展人员管理策略、有形展示策略、服务过程策略，以提高公司竞争力，
使得营业部更好更快的发展。基于本文的研究，提出对其他营业部的
有益启示：经纪业务转型、加强客户细分、打造特色产品或服务、贯
彻“以客户为中心”的服务理念。摘要
II
本文的研究有利于 YT 证券济南营业部解决经纪业务中存在的问
题，为济南营业部提供切实可行的营销策略，从而提高其营销能力，
以更好适应证券行业变幻莫测的竞争环境
关键词：证券经纪业务；营销策略；SWOT 分析；7Ps 策略ABSTRACT
III
THE MARKETING STRATEGYANALYSIS FOR THE
BROKERAGE BUSINESS OF JINAN OFYT SECURITIES
EXCHANGE DEPARTMENT
ABSTRACT
As the earliest and most stable services, Brokerage Business not only can provide the most
stable and lasting income for securities companies, but also can provide a broad platform for the
development of other services. In recent years, with the rapid pace of reform of the securities
market and the rapid development of network technology, the increasingly fierce competition
between the brokerage, and the brokerage business as the main source of income which securities
business income has dropped significantly, and and how to adjust the marketing strategy to survive
becomes a top priority.
With Jinan business department of YT securities as the object of the study, this paper conduct
in-depth study of its marketing strategy. Based on PEST analysis theory, SWOT analysis method,
market segmentation theory, 7Ps marketing theory and customer relationship management
theory, this paper analysis the internal and external marketing environment of the brokerage
business in Jinan business department, and use SWOT theory to analysis Jinan business
department’s competition pattern, then summarize the advantages, disadvantages, opportunities and
threats of the business department to improve the marketing strategy, and propose the existing
problems of Jinan ranch and conclude the reasons.In addition, this paper use 7Ps theory to solve the
marketing problems, and develop a more scientific and effective marketing strategy, which is to say,
improve the development of Jinan securities brokerage business department should not only focus
on product strategy, price differentiation strategy, multichannel strategy and marketing strategy, but
also should innovationally develop the strategies of the personnal management, Physical evidence
and Service process strategy, in order to improve the competitiveness of companies,nd making
the company better and faster development. Based on the research, this paper puts forward some
useful enlightenment to other business department: Transformation of brokerage business,
strengthening customer segmentation, building characteristic product or service, carrying out the
service concept that Customer-centric.
The research in this paper is beneficial to solve the problems existing in the brokerage
business in Jinan Business Department of YT securities, and provide practical marketing strategy
for Jinan business department, in order to improve the marketing ability of the business department,
and adapt to the unpredictable competitive environment of the securities industry better .
Zhou Dongdong (MBA)
Supervised by Hu Xiao hongABSTRACT
IV
KEYWORDS: Securitiesbrokeragebusiness;Marketingstrategy; SWOTanalysis;
7Ps strategy目录
V
目录
摘要....... I
ABSTRACT......... III
第一章 绪论....... 1
1.1 研究背景..... 1
1.2 研究意义..... 1
1.2.1 理论意义. 1
1.2.2 现实意义. 2
1.3 研究内容..... 2
1.4 研究方法..... 5
第二章 理论基础与文献综述... 6
2.1 相关概念..... 6
2.1.1 证券营业部......... 6
2.1.2 证券经纪业务..... 6
2.1.3 证券营销. 6
2.1.4 我国证券市场营销的发展阶段. 6
2.2 相关理论..... 7
2.2.1 SWOT 分析模型.... 7
2.2.2 市场细分理论..... 8
2.2.3 7Ps 营销理论...... 9
2.2.4 客户关系管理理论....... 10
2.3 文献综述... 11
2.3.1 国外文献研究... 11
2.3.2 国内文献研究... 13
2.3.3 国内外文献述评........... 14
2.4 本章小结... 14
第三章 YT 证券济南营业部经纪业务外部情况分析 15
3.1 宏观环境分析....... 15
3.1.1 政治法律环境分析....... 15
3.1.2 经济环境分析... 23
3.1.3 社会文化环境分析....... 17
3.1.4 科学技术环境分析....... 17
3.2 行业环境分析....... 18
