首页 > 资料专栏 > 论文 > 财税论文 > 股票证券论文 > MBA论文_G证券公司昆明营业部证券经纪业务营销组合研究

MBA论文_G证券公司昆明营业部证券经纪业务营销组合研究

资料大小:1244KB(压缩后)
文档格式:DOC
资料语言:中文版/英文版/日文版
解压密码:m448
更新时间:2023/1/24(发布于天津)

类型:金牌资料
积分:--
推荐:升级会员

   点此下载 ==>> 点击下载文档


文本描述
摘要
摘要
证券市场是我国除银行市场外最大的金融市场,证券经纪业务(以下简称:
经纪业务)是证券公司业务体系里的主要构成部分,经纪业务也是国内各证券
公司最主要的经济收入来源,其发展对我国证券行业的发展至关重要。近年来
随着我国脱贫攻坚战取得全面胜利,人民收入水平不断提高,人们对投资的需
求逐渐显现,但随着我国社会主义市场经济体制的不断完善,不少同行针锋相
对,传统的佣金收入显然已经不能成为证券公司经纪业务的支柱,在这样的形
势下,证券公司想要持续发展就必须根据自身情况找准市场定位、设计可行的
营销组合,才能顺利实现证券公司的发展目标。
本文的探讨以 G证券公司昆明营业部(以下简称:G营业部)为对象,采
用文献研究、案例分析和访谈相结合的方法,在回顾营销组合相关概念和理论
的基础上,首先从业务环境分析入手,运用 PEST分析法对当前经纪业务所处的
环境进行综合分析,在明确当前四方面的环境都对证券经纪业务有利的基础上,
接着用波特五力模型系统的分析了 G营业部所处的行业竞争环境,威胁来自于
买方和同业竞争者;其次对从业人员及业内专家访谈,并根据访谈结果,运用
SAD模型分析了其中存在的问题和不足:未能与投资者建立深度关联、对市场
需求反应相对滞后、与投资者关系不够密切、回报机制构建不够合理是造成业
务现状的主要原因;同时综合运用 4Rs专业方法分析 G营业部证券经纪业务营
销现状后,从与投资者群体建立深度关联、提速对市场需求的反应、巩固与投
资者的关系、建立完善的回报机制四个维度提出 G营业部经纪业务可行的营销
组合。最后,为确保营销组合的顺利实施,提出从人力资源、业绩考核以及风
险控制三方面的保障措施。
本文通过对 G营业部经纪业务营销组合的研究,对丰富相关理论的行业内
容具有一定的理论意义,对促进 G营业部的发展、提升其经纪业务相关产品或
者服务的营销竞争力具有一定的现实意义。
关键词:证券营业部;经纪业务;营销组合
I

Abstract
Abstract
The securities market is the largest financial market in China besides the banking
market. Securities brokerage business (hereinafter referred to as brokerage business)
is the main component of the business system of securities companies. Brokerage
business is also the main source of economic income for domestic securities
companies, and its development is crucial to the development of China's securities
industry. Along with our country out of poverty in recent years completed a
comprehensive victory, people's income level unceasing enhancement, people's
demand for investment to show itself, but with the constant improvement of China's
socialist market economic system, many peers, traditional commission income have
apparently can't become the pillar of the securities brokerage business, in such a
situation, If a securities company wants to develop continuously, it must find the
correct market positioning and design the feasible marketing mix according to its own
situation, so as to realize the development goal of the securities company smoothly.
The discussion of this paper is based on the Kunming Business Department of G
Securities Company (hereinafter referred to as: G Business Departments) as the
object, using literature research, case analysis and interview method of combining the,
in the review of marketing mix, on the basis of related concepts and theories, first
begin with the analysis of the business environment by using PEST analysis for the
current brokerage business environment comprehensive analysis, in the current four
sorts of environment is good for securities brokerage business, on the basis of Then it
analyzes the industry competition environment of G Business Department with
Porter's Five Forces Model system, and the threats come from the buyers and
competitors of the same industry. Next to the employees and industry experts
interview, and, according to the results of the interview with SAD Model analyzes the
problems and the insufficiency: not with investors to establish a link between depth,
response to market demand relatively lags behind, and investor relations is not close,
unreasonable reward system building is the main cause of business situation; At the
same time, comprehensive use of 4Rs professional methods to analyze the current
II

Abstract
marketing situation of G Business brokerage business, from the establishment of
in-depth relationship with investors, speed up the response to market demand,
consolidate the relationship with investors, establish a sound return mechanism of G
Business brokerage business feasible marketing mix. Finally, in order to ensure the
smooth implementation of the marketing mix, the paper puts forward three safeguard
measures from the aspects of human resources, performance assessment and risk
control.
Through the research on the marketing mix of G Business brokerage business,
this paper has a certain theoretical significance to enrich the industry content of
relevant theories, and has a certain practical significance to promote the development
of G Business and enhance the marketing competitiveness of its brokerage
business-related products or services.
Key words: Securities business department; Brokerage business; The marketing
mix
III
。。。以下略