随着我国证券行业各项规定的出台，证券行业准入门槛降低，大量竞争者的 涌入造成竞争的持续升级，另外，互联网金融的迅速发展也为经纪业务的开展带 来了巨大的压力，证券公司的前进道路上有着难以想象的困难。S证券公司东营 营业部作为一家中小型证券公司营业部，抗击系统风险的能力要低于同行业中优 秀的的营业部，因此要面对日益恶劣的市场竞争环境，东营营业部必须跟随时代 的脚步，定位好市场目标，优化经纪业务的营销策略。 本论文的研究对象是S证券东营营业部，主要采用PEST分析模型、SWOT 分析法对S证券公司东营营业部的营销环境进行研究。分析S证券公司东营营 业部所处的宏观环境和微观环境，并且讲述了S证券公司的概况以及东营营业部 经纪业务营销的现状，总结出了目前经纪业务营销策略中存在的问题，运用7PS 营销理论对东营营业部经纪业务营销策略提出了优化的具体措施，主要包括产品 策略、渠道策略、价格策略、展示策略、促销策略、过程策略，例如通过丰富产 品种类的产品策略满足不同类型客户的需求，通过扩大经营规模、加强与银行合 作以及走网络营销等措施来拓宽自己的营销渠道，通过差异化的佣金价格满足不 同风格客户的需求，通过提高营销人员的专业素质与服务水平来使客户享受到更 高级别的服务，增加客户的忠诚度，通过营业场所及工作人员的展示可以提升营 业部的形象，增加客户信任度，通过规范的业务流程可以使顾客有更好的体验并 且减少出错。最后从营销制度建设、组织结构建设、营销理念建设、营销团队建 设、营销服务体系建设、风险控制六个方面提出了保障措施，有效保障优化策略 的顺利实施。 研究为S证券公司东营营业部经纪业务营销活动提供了理论支撑，是对证券 经纪业务营销策略研究的发展和延伸，同时对国内证券公司的经纪业务策略优化 具有一定的借鉴意义。 关键词：营业部；证券行业；策略优化 II Abstract WiththepromulgationofvariousregulationsinChina'ssecuritiesindustry,the entrythresholdforthesecuritiesindustryhasbeenlowered,andtheinfluxofalarge numberofcompetitorshascausedthecontinuousupgradeofcompetition.Inaddition, therapiddevelopmentofInternetfinancehasalsobroughtgreatpressuretothe developmentofbrokeragebusiness.Thereareunimaginabledifficultiesontheway forsecuritiescompanies.Asthebusinessdepartmentofasmallandmedium-sized securitiescompany,DongyingSalesDepartmentofSSecuritiesCompanyhasalower abilitytofightsystemrisksthantheexcellentsalesdepartmentinthesameindustry. Therefore,inordertofacetheincreasinglyharshmarketcompetitionenvironment, DongyingSalesDepartmentmustfollowthetimesFootsteps,positioningthemarket target,andoptimizingthemarketingstrategyofthebrokeragebusiness. TheresearchobjectofthispaperistheDongyingSalesDepartmentofS Securities,whichmainlyusesPESTanalysismodelandSWOTanalysismethodto studythemarketingenvironmentofDongyingSalesDepartmentofSSecurities Company.AnalyzethemacroenvironmentandmicroenvironmentofSSecurities Company'sDongyingSalesDepartment,anddescribethegeneralsituationofS SecuritiesCompanyandthecurrentsituationofDongyingSalesDepartment's brokeragebusinessmarketing,andsummarizethecurrentproblemsinthebrokerage businessmarketingstrategy,using7PSmarketingThetheoryputsforwardspecific measuresforoptimizingthebrokeragebusinessmarketingstrategyofDongyingSales Department,mainlyincludingproductstrategy,channelstrategy,pricestrategy, displaystrategy,promotionstrategy,andprocessstrategy,suchassatisfyingtheneeds ofdifferenttypesofcustomersthroughavarietyofproductstrategiesToexpandits marketingchannelsthroughmeasuressuchasexpandingbusinessscale,strengthening cooperationwithbanks,andtakingonlinemarketing,satisfyingtheneedsof customersofdifferentstylesthroughdifferentiatedcommissionprices,andenhancing theprofessionalqualityandservicelevelofmarketerstoenablecustomerstoenjoyTo ahigherlevelofservice,increasecustomerloyalty,throughthedisplayofbusiness premisesandstaffcanenhancetheimageofthesalesdepartment,increasecustomer trust,throughstandardizedbusinessprocessescanmakecustomershaveabetter experienceandreduceerrors.Finally,itputsforwardguaranteemeasuresfromthe III aspectsofmarketingsystemconstruction,organizationstructureconstruction, marketingconceptconstruction,marketingteamconstruction,marketingservice systemconstruction,andriskcontroltoeffectivelyensurethesmoothimplementation ofoptimizationstrategies. Theresearchprovidestheoreticalsupportforthebrokeragebusinessmarketing activitiesofDongyingSalesDepartmentofSSecuritiesCompany.Itisthe developmentandextensionoftheresearchonthemarketingstrategyofthesecurities brokeragebusiness,anditalsohasacertainreferencesignificanceforthe optimizationofthebrokeragebusinessstrategyofdomesticsecuritiescompanies. Keywords:SalesDepartment;SecuritiesIndustry;StrategyOptimization IV 目录 第1章绪论..................................................................................................................1 1.1研究的背景与意义...........................................................................................1 1.1.1研究背景.................................................................................................1 1.1.2研究意义.................................................................................................1 1.2国内外文献综述...............................................................................................2 1.2.1国内文献综述.........................................................................................2 1.2.2国外文献综述.........................................................................................3 1.2.3国内外研究述评....................................................................................4 1.3研究内容与方法...............................................................................................5 1.3.1研究内容................................................................................................5 1.3.2研究方法.................................................................................................6 第2章经纪业务营销的相关理论..............................................................................7 2.1证券经纪业务的基本含义及特性..................................................................7 2.1.1证券经纪业务的基本含义.....................................................................7 2.1.2证券经纪业务的特性.............................................................................8 2.27PS营销理论....................................................................................................9 2.3PEST分析模型...............................................................................................10 2.4SWOT分析法.................................................................................................11 第3章S证券公司东营营业部经纪业务营销策略现状及问题.............................12 3.1S证券公司东营营业部经纪业务概况..........................................................12 3.1.1S证券公司历史背景............................................................................12 3.1.2S证券公司东营营业部经纪业务的发展现状....................................12 3.2S证券公司东营营业部经纪业务营销的宏观环境分析..............................14 3.2.1政治环境分析......................................................................................14 3.2.2经济环境分析......................................................................................15 3.2.3社会环境分析......................................................................................16 3.2.4技术环境分析.......................................................................................16 3.3S证券公司东营营业部经纪业务营销的微观环境分析..............................17 3.3.1内部环境分析......................................................................................17 3.3.2外部环境分析......................................................................................19 3.4S证券公司东营营业部经纪业务营销策略的概况......................................21 3.4.1经纪业务占比重...................................................................................21 V 3.4.2大客户贡献率高...................................................................................21 3.4.3使用减少佣金的方法来竞争..............................................................22 3.4.4营销模式比较成熟，但营销的形式比较传统...............