证券经纪业务作为证券行业最早出现的服务项目，能为证券公司提供稳定 持久的收入来源。随着我国证券行业浮动佣金制度的实施还有近年来中国证监 会公布允许外资控股合资券商政策、国内证券经营牌照处于饱和状态，加之网 上开户的迅猛发展和一人三户业务的全面放开。各个券商之间的竞争日益激烈， 以经纪业务为主要收入来源的证券公司收益大幅下降，如何调整营销策略获得 生存成为证券公司的当务之急。 本文以 A 证券公司为研究对象，针对其营销策略来开展深入的研究。遵照 “发现问题、分析问题、解决问题”的顺序来理清研究思路,紧密连接,重重解 析。首先，分别从宏微观环境还有行业环境来对 A 证券公司经纪业务营销环境 进行分析，得出 A 证券公司在经纪业务营销过程中，认知公司内部资源环境以 及外部环境存在的机遇以及威胁的必要性。其次，通过分析 A 证券公司经纪业 务营销策略现状及存在的问题，了解了 A 证券公司经纪业务经营的情况、A 证 券公司经纪业务营销策略的现状以及 A 证券公司经纪业务营销策略存在的问题 及原因。再次，基于 A 证券公司经纪业务营销策略存在的问题进行营销策略的 制定，利用 7Ps 营销理论和 STP 营销理论为基础制定适合 A 证券公司在互联网 金融背景下经纪业务的营销策略，通过市场细分、目标市尝市场定位及产品 策略、价格策略、渠道策略、促销策略、人员管理策略、有形展示策略和服务 过程策略等 7 个方面策略分析，力求探究在互联网背景下，适合 A 证券公司经 纪业务营销的创新策略。最后，为了保证制定的几项营销策略能够顺利实施， 分别建立了四方面相关的保障措施（分别是组织、技术、财务以及人才）。 针对 A 证券公司经纪业务营销策略存在的一些问题通过该研究可以得到了 良好的解决，A 证券公司经纪业务的营销策略也可以得到进一步优化，同时对于 其证券经纪业务的发展具有举足轻重的参考价值，此外，对同类型证券公司在 经纪业务方面的发展具有必然的参考价值。 关键词：互联网金融 证券经纪业务 营销策略II Abstract As the earliest service item in the securities industry, securities brokerage can provide a stable and lasting source of income for securities companies. With the implementation of floating commission system in China's securities industry, China Securities Regulatory Commission has announced the policy of allowing foreign-owned joint venture securities firms in recent years, the domestic securities business license is in a saturated state, coupled with the rapid development of online accounts and the full liberalization of one-person multi-household business. With the increasingly fierce competition among securities firms, the earnings of securities firms with brokerage business as their main source of income have declined dramatically. How to adjust marketing strategies to survive has become a top priority for securities company. This article focuses on a securities company and conducts in-depth research on its marketing strategy. Follow the research idea of "find problems, analyze problems, solve problems", and the loops are closely linked and analyzed at different levels. Firstly, analyze the brokerage business marketing environment of A Securities Company from the macro and micro environments and the industry environment,which translates into the securities company's understanding of the possibility and threat of the company's internal resource environment and external environment during the brokerage business marketing process necessity.Secondly, by analyzing the current situation and existing problems of A securities company's brokerage business marketing strategy, the author understands the brokerage business operation of A securities company, the marketing status of A securities company's brokerage business and the problems and reasons of A securities company's brokerage business marketing. Thirdly, based on the problems existing in the brokerage business marketing of A securities company, the marketing strategy is formulated. Based on the 7Ps marketing theory and STPIII marketing theory, formulating the marketing strategy of brokerage business in the internet financial background which is suitable for A securities company, through market segmentation and target. Market, market positioning and product strategy, price strategy, channel strategy, promotion strategy, personnel management strategy, tangible display strategy and service process strategy are analyzed in seven aspects, striving to explore the marketing innovation strategy in the background of the Internet which is suitable for A securities company's brokerage business.Finally, so as to ensure the smooth implementation of the marketing strategy, Four related safeguard measures (organization, technology, finance, and talent) have been established.. This study solves all aspects of the marketing of A securities company's brokerage business, and has important reference value for optimizing A securities company's brokerage business marketing strategy and developing securities brokerage business. And it also has certain reference value for future development of brokerage business of the same type of brokerage company. Keywords: Internet finance Securities brokerage business Marketing strategyIV 目 录 第 1 章 绪 论 ......................................................1 1.1 研究背景及意义 ..............................................................................................1 1.1.1 研究背景 ...................................................................................................1 1.1.2 研究意义 ...................................................................................................1 1.2 国内外研究现状 ..............................................................................................2 1.2.1 国外研究现状 ...........................................................................................2 1.2.2 国内研究现状 ...........................................................................................4 1.3 研究的内容、研究方法及创新之处 ..............................................................6 1.3.1 研究内容 ...................................................................................................6 1.3.2 研究方法 ...................................................................................................8 1.3.3 研究的创新之处 .......................................................................................9 第 2 章 相关概念与理论 ............................................10 2.1 证券经纪业务的概念及营销特征 ................................................................10 2.1.1 证券经纪业务的概念 .............................................................................10 2.1.2 证券经纪业务营销特征 .........................................................................10 2.2 相关理论基础 ................................................................................................12 2.2.1 市场营销概念 .........................................................................................12 2.2.2 STP 营销理论 .........................................................................................13 2.2.3 7Ps 营销理论 ..........................................................................................14 2.3 相关分析工具 ................................................................................................15 2.3.1 PEST 分析 ...............................................................................................15 2.3.2 SWOT 分析 .............................................................................................16 第 3 章 A 证券公司经纪业务营销环境分析 ...........................17 3.1 宏观环境分析 ................................................................................................17 3.1.1 政治环境 ...............................................17 3.1.2 经济环境 ...............................................18 3.1.3 社会环境 ...............................................20V 3.1.4 技术环境 ...............................................20 3.2 行业环境分析 ...............................................21 3.3 微观环境分析 ...............................................22 3.3.1 优势分析 ...............................................22 3.3.2 劣势分析 ...............................................23 3.3.3 机会分析 ...............................................24 3.3.4 威胁分析 ...............................................25 第 4 章 A 证券公司经纪业务营销策略现状及问题 ......................28 4.1 A 证券公司基本情况 ..................................................................................28 4.1.1 A 证券公司发展概况......................................28 4.1.2 A 证券公司员工基本情况..................................28 4.1.3 A 证券公司经纪业务经营情况..............................29 4.2 A 证券公司经纪业务营销策略现状 ............................................................30 4.2.1 提供线上产品便于客户选购 ...............................30 4.2.2 经纪业务收入占比较高 ...................................31 4.2.3 通过银行渠道开发客户 ...................................31 4.2.4 通过移动互联网对公司进行宣传 ...........................32 4.2.5 推动经纪业务从传统业务向财富管理服务转型 ...............32 4.2.6 大力拓展营销团队 .......................................33 4.2.7 通过官网展现公司的风貌 .................................33 4.3 A 证券公司经纪业务营销策略存在的问题及原因 ....................................34 4.3.1 客户端 APP 上线产品种类过于单一 .........................34 4.3.2 证券账户佣金率持续降低 .................................36 4.3.3 过于依赖传统营销渠道 ...................................36 4.3.4 信息技术建设不够完善 ...................................37 4.3.5 投顾团队核心竞争力薄弱 .................................38 4.3.6 A 证券公司经营成本费用居高..............................39 4.3.7 缺乏完善的激励政策调动员工积极性 .......................40 第 5 章 A 证券公司经纪业务营销策略制定 ............................42 5.1 STP 营销策略 ..............................................................................................42VI 5.1.1 市场细分 ...............................................42 5.1.2 目标市场 ...............................................43 5.1.3 市场定位 ...............................................43 5.2 产品策略 ........................................................................................................44 5.2.1 量身定制个性化产品 .....................................44 5.2.2 产品差异化策略 .........................................44 5.2.3 借助网络调整产品功能 ...................................45 5.3 价格策略 ........................................................................................................46 5.3.1 客户分类服务差异化定价 .................................46 5.3.2 投资顾问服务差异化定价 .................................47 5.4 多渠道策略 ....................................................................................................48 5.4.1 银行渠道 ...............................................48 5.4.2 社交媒体渠道 ...........................................49 5.4.3 社区渠道 ...............................................49 5.5 促销策略 ........................................................................................................50 5.5.1 人员促销 ...............................................50 5.5.2 广告促销 ...............................................50 5.5.3 公共关系促销 ...........................................51 5.6 服务过程策略 ................................................................................................51 5.6.1 前期引导 ...............................................51 5.6.2 中期跟进 ...............................................52 5.6.3 后期维护 ...............................................52 5.7 人员策略 ........................................................................................................53 5.7.1 人员的招聘与培训 .......................................53 5.7.2 员工日常管理制度 .......................................54 5.8 有形展示策略 ................................................................................................55 5.8.1 A 证券公司有形展示策略..................................55 第 6 章 A 证券公司经纪业务营销策略实施保障 ........................57 6.1 组织保障 .................................................57 6.2 技术保障 .................................................58 6.3 财务保障 .................................................59VII 6.4 人才保障 .................................................59 第 7 章 研究结论与展望 ............................................61 7.1 结论 .....................................................61 7.2 研究不足与展望 ...........................................61