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MBA毕业论文_龙证券公司永昌路营业部营销策略优化研究PDF

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目前我国证券行业不管是从行业盈利模式、营销模式、竞争格局等方面比当 初兴起之时已发生了诸多重大变化,而证券公司开展的营销活动和营销模式,具 有严重的同质化和相似性,营销策略往往受限于证券公司所处的外部市场环境、 行业环境及其自身的发展和资源状况影响,营销策略制定是否科学合理,对证券 公司来说是各项业务顺利开展和经营业绩提升的重要因素。 本文以笔者工作所在的华龙证券永昌路营业部为研究对象,结合实际工作展 开思考和论述,面对各证券公司大量增加轻型营业部、同行业竞争激烈而导致营 业部市场份额及客户数量急剧下降、业绩目标增长缓慢、营业部营销人员在业务 开展、营销服务的过程中处于被动和盲目状态、公司下达的各项业绩指标、业务 推动和业绩增长缺乏动力等情况发生,根据营业部现存问题,结合PEST分析、 波特五力模型以及SWOT分析法,剖析永昌路营业部营销局势及营销现状,对永 昌路营业部当前所处外部营销环境、竞争情势以及其自身的优劣势进行分析,对 营业部市场营销中存在的几个方面的突出问题进行阐述,制定适用于永昌路营业 部的营销策略组合,以此改善营业部的营销状况,完成既定的预期经营业绩。 基于此,本文聚焦于永昌路营业部自身的竞争实力和优劣势,对营业部营销 过程中存在的问题进行深入分析,以成熟的市场营销理论为基础,通过分析、分 类、掌握各类客户的不同需求,对营业部的营销策略在细化的同时进行优化,以 STP理论作为基础,分析市场环境、细分市场选定目标市场;利用细分市场,重 新对营业部进行市场划分与定位;以7P理论中的营销组合要素完善营业部的营销 方式,制定、优化营销组合;以降低营销过程中的成本;提升营销人员的营销效 率,构建优化后的永昌路营业部市场营销策略,对优化后的营销策略组合给予相 应的保障措施,从营销理念、调整营销队伍专业结构、构建营销人员营销薪酬业 绩评价体系三个方面对优化的营销组织体系进一步完善、形成自身营销特色,提 升营销手段,完善营销模式,让营业部营销效果显著提高。 关键词:华龙证券;营业部;营销策略;优化研究 EMBA论文华龙证券公司永昌路营业部营销策略优化研究 II ResearchonOptimizationofMarketingSstrategyinYongchangRoad BusinessDepartmentofHualongSecuritiesCompany Abstract Atpresent,Chinasecuritiesindustry,whetherintermsofindustryprofitmodel, marketingmodel,competitivelandscapeandotherthantheoriginalriseofmanymajor changeshavetakenplace.Themarketingactivitiesandmarketingmodelscarriedout bysecuritiescompanieshaveserioushomogeneityandsimilarity;marketingstrategies arelimitedbytheexternalmarketenvironment,industryenvironment,andthe developmentandresourceconditionsofsecuritiescompanies.Marketingstrategy developmentisscientificandrational,securitiescompaniesisanimportantfactorinthe smoothdevelopmentofthebusinessandoperationalperformanceimprovement. Inthispaper,HualongsecuritiesbusinessdepartmentYongchangRoad,whereI workforthestudy,combinedwiththeactualworktoexpandthinkinganddiscussion. Securitiescompaniesfacingasignificantincreaseinlightofeachbusinessdepartment, fiercecompetitionintheindustry,leadingtoasharpdeclineinmarketshareandthe numberofcustomersbusinessdepartment,slowgrowthperformancetargets; marketingstaffinbusinessdevelopment,serviceprocessinapassivestateandblind; lackofmotivationincompletingvariousperformanceindicators,businesspromotion andperformancegrowth.Accordingtotheexistingproblemsofthesalesdepartment, combinedwithPESTanalysis,Porter'sFiveForcesModelandSWOTanalysismethod, analyzethemarketingsituationandmarketingstatusofthesalesdepartmentof YongchangRoad,andanalyzethecurrentexternalmarketingenvironment,competition situationanditsownadvantagesofthesalesdepartmentofYongchangRoad. Weaknessesareanalyzed,andseveraloutstandingissuesinthemarketingofthesales departmentareelaborated,andamarketingstrategycombinationapplicabletothesales departmentofYongchangRoadisformulatedtoimprovethemarketingstatusofthe salesdepartmentandcompletetheexpectedoperatingresults. Basedonthis,thisarticlefocusesonthecompetitivestrengthandadvantages EMBA论文华龙证券公司永昌路营业部营销策略优化研究 III anddisadvantagesofYongchangRoad'ssalesdepartment,conductsanin-depth analysisoftheproblemsexistinginthemarketingprocessofthesalesdepartment,and basedonmaturemarketingtheory,analyzes,classifies,andgraspsthetypesof customersFordifferentneeds,optimizethemarketingstrategyofthesalesdepartment whileoptimizingit.BasedontheSTPtheory,analyzethemarketenvironmentand selectthetargetmarketforthemarketsegment;usethemarketsegmenttore-divide andpositionthemarketforthesalesdepartment;Usethemarketingmixelementsin the7Ptheorytoimprovethemarketingmethodsofthebusinessdepartment,formulate andoptimizethemarketingmixstrategy;reducethecostofsuccessfulmarketing; improvethemarketingefficiencyofthemarketers,andbuildanoptimizedmarketing strategyfortheYongchangRoadbusinessdepartmentProvideappropriatesafeguard measurestotheoptimizedmarketingstrategycombination,furtherimprovethe optimizedmarketingorganizationsystemfromthethreeaspectsofmarketing philosophy,adjusttheprofessionalstructureofthemarketingteam,andbuilda marketingstaffperformanceevaluationsystemtoformitsownmarketing characteristicsandimprovemarketing.Means,improvemarketingmodel,letsales departmentmarketingIfimprovedsignificantly. KeyWords:Hualongsecurities;SalesDepartment;Marketingtactics;Optimizationstudy EMBA论文华龙证券公司永昌路营业部营销策略优化研究 IV 目录 中文摘要.......................................................................................................I Abstract.....................................................................................................II 第一章绪论...............................................................................................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..............................................................................................2 1.2研究内容及思路..............................................................................................2 1.2.1研究内容..............................................................................................2 1.2.2研究思路..............................................................................................3 1.3研究方法及工具..............................................................................................4 1.3.1研究方法..............................................................................................4 1.3.2研究工具..............................................................................................5 第二章研究理论基础...............................................................................7 2.1相关概念界定..................................................................................................7 2.2市场营销相关理论..........................................................................................8 2.3国内外研究综述..............................................................................................9 第三章华龙证券永昌路营业部营销现状及环境分析........................13 3.1永昌路营业部营销现状................................................................................13 3.1.1永昌路营业部简介............................................................................13 3.1.2永昌路营业部营销现状分析............................................................13 3.2永昌路营业部营销环境分析........................................................................20 EMBA论文华龙证券公司永昌路营业部营销策略优化研究 V 3.2.1宏观环境分析(PEST)....................................................................20 3.2.2竞争环境分析(波特五力)............................................................23 3.2.3SWOT分析...........................................................................................28 第四章华龙证券公司永昌路营业部营销策略制定............................33 4.1永昌路营业部的STP分析............................................................................33 4.1.1市场细分............................................................................................33 4.1.2目标市场选择....................................................................................34 4.1.3