摘要
摘 要
随着社会现代化、信息化进程的加速发展，在注册制稳步推行，监管更加
收紧的大环境下，如何能够在激烈的市场竞争之下充分抓住机遇，进行经纪业
务的营销创新，成了证券行业的重点课题。
本文在对 D 证券福建分公司经纪业务营销环境的分析以及现状与问题分析
基础上对 D 证券福建分公司经纪业务营销策略进行优化，具体有：产品方面，
重点把握客户差异化为客户提供定制化服务；价格方面，采取了差异化和动态
化两种价格策略；渠道方面，重视理财顾问渠道开发和第三方渠道互补合作模
式；促销方面，提出了大力发展互联网营销和广告促销以及公关促销相辅相成
的促销；人员方面，把人才培养、团队建设当成优先工作，对人才实施量化考
核；服务过程方面，把客户需求作为核心，对前台与后台服务流程进行改良、
调整；有形展示、重视利益价值展示等方面。并从塑造企业文化、完善人力资
源制度、坚持科技引领业务、完善内部管理制度、完善客户服务平台机制等方
面提出了保障措施。
本文希望通过对 D证券福建分公司经纪业务营销的研究可以为 D证券福建
分公司找到更广的道路，不断提高市场份额和利润增长点，让分公司更快地从
生存中发展。
关键词：证券公司；经纪业务；营销策略
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Abstract
Abstract
With the rapid development of social modernization and informatization, under
the environment of steady implementation of the registration system and tighter
supervision, how to fully seize the opportunity and carry out the marketing innovation
of brokerage business under the fierce market competition has become a key issue of
the securities industry.
Based on the analysis of D securities Fujian Branch's brokerage business
marketing environment and the current situation and problems, this dissertation
optimizes the marketing strategy of D securities Fujian Branch's brokerage business;
In terms of price, two pricing strategies, differentiation and dynamic, are adopted; In
terms of channels, we should attach importance to the complementary cooperation
mode of financial consultant channels and third-party channels; In the aspect of
promotion, it puts forward that Internet marketing, advertising promotion and public
relations promotion should complement each other; In terms of personnel, we should
give priority to personnel training and team building, and implement quantitative
assessment of talents; In terms of service process, the customer needs are taken as the
core, and the front and back service processes are improved and adjusted; Tangible
display, value display and so on. And from the shaping of corporate culture, improve
the human resource system, adhere to science and technology leading business,
improve the internal management system, improve customer service platform
mechanism and other aspects of security measures.
This dissertation hopes that through the research of D securities Fujian Branch's
brokerage business marketing, D securities Fujian branch can find a broader road,
constantly improve the market share and profit growth point, so that the branch can
develop faster from the survival.
Keywords: Securities cmpany; Brokeorage business; Earketing stratengy
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