摘要
随着中国经济不断的发展，中国证券市场的投资者结构发生了显著的变化，
由原来散户为主的市场结构逐渐转向机构起主导作用的市场结构。随着扩大资本
市场对外开放、引入更多境外长期资金的需要，证券市场也向外资敞开了大门。
证券经纪行业竞争进一步加剧，行业佣金率已经降至较低的水平，过去依靠政策
红利赚钱的日子已经一去不复返。每个证券公司都在寻找自己的出路。
T证券公司面对激烈的竞争，希望通过营销手段进一步提高市场占有率和自
身经纪业务收入。本文在文献整理的基础上，依据服务营销理论对 T证券公司
的内外部环境，营销现状进行分析。通过市场调查发现 T证券公司在服务营销
中存在以下问题:一是 T证券公司的产品同质化，缺乏特色，对客户的针对性和
吸引力不足；二是差异化的佣金定价使客户感到不公平，可能导致客户流失；三
是线上开发新客户和业务线上化率有待进一步提高；四是新媒体平台内容不吸引
客户，没有达到促销目的；五是对客户交易全过程的服务体验还有待进一步完善；
六是服务人员流失导致服务能力不足，专业性还需要进一步提高；七是公司有形
展示不能很好的体现公司品牌形象，有待改进。
结合 T证券公司自身特点和服务营销理论，本文提出了服务营销优化策略：
一运用差异化产品策略，做强做大地方特色金融经纪产品，推出海外经纪产品，
推出基于“红珊瑚”品牌的 ETF基金产品；二是制定统一的定价标准，采用阶
梯式和固定式佣金结合的模式；三是加强对渠道的线上营销活动和业务后台支持，
通过对客户的教育促进线上转化，开发新的渠道代理商，引入介绍经纪人模式；
四是结合目标客户和网络平台客户属性，推送吸引客户的广告内容；五是为更好
满足客户交易需求，优化挽留客户过程，投顾服务过程；六是推出改善激励制度
并加强培训的服务人员策略；七是改善公司内部环境提升客户对公司形象的认知。
以期对 T证券公司以及同 T证券公司有相同情况的中小证券公司优化营销策略，
提升业绩，促进证券行业整体健康发展提供参考。
关键词：服务营销，证券经纪业务，7Ps营销策略，中小证券公司
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Abstract
With the continuous development of China's economy, the investor structure of
China's securities market has changed significantly, from the original market structure
dominated by retail investors to the market structure dominated by institutions. With
the need to expand the opening of the capital market and introduce more long-term
overseas funds, the securities market has also opened the door to foreign capital. The
competition in the securities brokerage industry has further intensified, and the
commission rate of the industry has fallen to a low level. The days of making money
by relying on policy dividends in the past are gone. Every securities company is
looking for its own way out.
Facing the fierce competition, T securities company hopes to further improve its
market share and its brokerage business income through marketing means. This paper
analyzes the internal and external environment and marketing status of T securities
company based on the theory of service marketing. Through market research, it is
found that Tsecurities company has the following problems in service marketing: first,
T securities company's products are homogeneous, lack of characteristics, and lack of
pertinence and attraction to customers; Second, differentiated commission pricing
makes customers feel unfair and may lead to customer loss; Third, the online
development of new customers and the online rate of business need to be further
improved; Fourth, the content of the new media platform does not attract customers
and does not achieve the purpose of promotion; Fifth, the service experience of the
whole process of customer transaction needs to be further improved; Sixth, the loss of
service personnel leads to insufficient service capacity, and the professionalism needs
to be further improved; Seventh, the company's tangible display did not well reflect
the company's brand image, which needs to be improved.
Combined with T securities company's own characteristics and service marketing
theory, this paper puts forward service marketing optimization strategies: first, use
differentiated product strategy, strengthen and expand local characteristic Financial
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Brokerage products, launch overseas brokerage products, and launch ETF fund
products based on "Red Coral" brand; Second, formulate unified pricing standards
and adopt the combination of stepped and fixed commission; Third, strengthen online
marketing activities and business back-office support for channels, promote online
transformation through customer education, develop new channel agents, and
introduce broker mode; Fourth, push advertising content to attract customers in
combination with the attributes of target customers and network platform customers;
Fifth, in order to better meet the transaction needs of customers, optimize the service
experience of stock selection, trading and settlement in the whole closed-loop
transaction; Sixth, improve the incentive system and strengthen the training of service
personnel; Seventh, improve the company's internal environment and enhance
customers' awareness of the company's image. This research aims to provide reference
for T securities company and small and medium-sized securities companies with the
same situation as T securities company to optimize marketing strategies, improve
performance and promote the overall healthy development of the securities industry.
Keywords:Service marketing; Securities brokerage business; 7P’S marketing
strategy, Small and medium-sized securities companies
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