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MBA论文_C证券齐齐哈尔营业部理财业务营销策略研究

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文本描述
Classified Index: F832.5
U.D.C.: 336
A Dissertation for the Degree of MBA
RESEARCH ON THE FINANCIAL SEVICES
MARKETING STATEGY OF C SECURITIES
COMPANY’S QIQIHAR BUSINESS
DEPARTMENT
Candidate:
Supervisor:
Chen Yanan
Professor. Feng Jin
Academic DegreeApplied for: Master of Business Administration
Affiliation:
CHANGJIANG SECURITIES
December, 2020
Date of Defense:
Degree-Offering-Institution: Harbin Institute of Technology

哈尔滨工业大学工商管理硕士学位论文
摘要
从 2015年 4月份证券市场开始实行“一人多户”政策后,各家证券公司
纷纷采用降低佣金的方式招揽客户,这种恶性竞争直接导致整个证券行业的
平均佣金水平大幅下滑,佣金率从之前的平均千分之 1.5下降到千分之 0.3。
加之 A股在“牛短熊长”的行情下,交易量也长期处于较低水平。因此对券
商来讲,尤其是以经纪业务为主的营业部来讲,通过发展理财业务增加利润
来源成为首要目标。
C券商成立于 1991年,是经中国证监会批准,可以在全国范围经营各项
业务的券商之一。作为我国资本市场上成立较早的老牌券商,面对市场整体
佣金率不断下滑,原有的传统通道业务模式难以为继,经纪业务转型财富管
理势在必行。本文以 C证券齐齐哈尔营业部为研究对象,首先对本文的研究
背景以及研究目的和研究意义进行说明,然后列举了文中用到的研究方法并
阐述了本文研究的主要内容,并针对所研究的问题进行了文献综述。 其次对
齐齐哈尔营业部的概况与理财业务发现状进行阐述,运用比较分析方法,通
过对比分析齐齐哈尔营业部与哈尔滨营业部理财业务的数据,找出齐齐哈尔
营业部理财业务营销中存在的问题,主要有员工整体素质偏低、对市场没有
明确定位和细分、理财产品缺乏优选、营销渠道不足等问题。并分析问题产
生的原因,制定出齐齐哈尔营业部理财业务的营销策略,主要包括提升营销
人员素质、对投资者进行细分和定位、重视渠道营销及系统化筛选理财产品
这四个方面,最后为了保障策略的实施,在人员培训、投资者细分和渠道营
销、产品筛选等方面制定相应的保障措施。通过齐齐哈尔营业部理财业务营
销策略的研究,为其它同类营业部的理财业务营销提供参考,为 C证券实现
财富管理转型做出试点,达到提升 C证券整体核心竞争力的目标。
关键词:券商转型;证券营业部;理财产品销售;资产配置
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哈尔滨工业大学工商管理硕士学位论文
Abstract
Since the implementation of the policy of "one person and many
households" in the securities market in April 2015, various securities companies
have adopted the method of reducing commissions to attract customers. This
vicious competition directly led to a sharp decline in the average commission
level of the entire securities industry, with the commission rate dropping from
the previous average of 1.5 per 1,000 to 0.3 per 1,000. In addition, A shares in
the "short bull bear long" market, trading volume is also at A low level for A long
time. Therefore, for the brokerage business, especially the brokerage business,
through the marketing of financial services to increase the source of profits has
become the primary goal.
Founded in 1991, C Securities is a national, fully licensed, full-service
chain securities company approved by China Securities Regulatory Commission.
As one of the earliest securities companies in China's capital market, the original
traditional channel business model is difficult to continue in the face of the
declining overall commission rate of the market, so the transformation of
brokerage business to wealth management is imperative. This paper takes The
Qiqihar Business Department of C Securities as the research object. Firstly, the
research background, research purpose and research significance of this topic are
explained. Then, the research methods used in this paper are listed and the main
content of this paper is elaborated. Second profile of Qiqihar sales department
and finance business hair elaborates the status, using comparative analysis
method, through the contrast analysis of Qiqihar sales department and Harbin
sales financing business data, to find problem in Qiqihar sales financing business
developing, there are mainly the staff overall quality is low, the market without a
clear positioning and segmentation, lack of financial product optimization, such
problems as lack of marketing channels. And analyzes the reasons of the
problems, to develop a Qiqihar sales financing business marketing strategy,
mainly including promotion marketing personnel quality, segmentation and
positioning of investors, attaches great importance to the channel marketing and
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