MBA学位论文
作者：唐迫合
招商证券五和营业部营销策略优化研究
招商证券五和营业部营销策略优化研究
中文摘要
中国证券市场经历30年的发展，从最初的试点阶段发展到今天逾80万亿规
模的成熟市场。证券经纪业务经过投石问路的探索发展、跑马圈地的快速发展，
到财富管理的专业发展，经济持续增长和人民收入不断提高促进证券经纪业务市
场快速壮大。深圳市各证券公司营业部不断加强经纪业务营销，抢占市场份额，
竞争愈演愈烈。在深圳市480多家证券营业部经纪业务营销竞争中，五和营业部
成立时间短，市场份额占比低，竞争优势不足。随着互联网技术在证券领域的大
量运用和客户需求的多样化，在竞争日益加剧的市场中五和营业部经纪业务的发
展也遇到了诸多难题和营销瓶颈，其营销能力需进一步提升，同时也需要优化与
其经纪业务发展相匹配的营销策略。
本文基于上述背景，以招商证券五和营业部作为研究对象，介绍了五和营业
部经纪业务仍主要以经纪人驻点银行营销的现状，剖析其当前的经纪业务营销策
略中存在的产品发展失衡、定价缺乏科学分类、营销渠道传统单一等问题。阐明
了其需快速盈利而着重营销单一产品、为获取产品价格滞后下降收益不制定定价
标准、未及时发展互联网新型渠道等原因，运用PEST宏观分析工具、波特五力
分析工具对五和营业部经营的宏观环境和行业格局进行全面分析，在面对复杂多
变的宏观环境和日益激烈的行业竞争中，确立五和营业部经纪业务营销的发展方
向及竞争策略的选择，为后续优化营销策略奠定理论基础。再结合证券市场的发
展趋势和五和营业部的实际情况，依据市场营销7Ps理论从产品策略、定价策略、
渠道策略等七个方面提出优化五和营业部经纪业务的营销策略，并制定优化营销
策略实施保障措施。通过以上营销策略的优化，为五和营业部经纪业务高效营销
提供强大支持。
本文通过研究旨在提升五和营业部的营销业绩，要是新的营销策略实施成果
良好，对招商证券的全国其他营业部具有参考意义，甚至对证券行业其他证券公
司营业部经纪业务营销也有一定的借鉴作用。
关键词：证券营销，优化策略，经纪业务
I
MBA学位论文
作者：唐迫合
招商证券五和营业部营销策略优化研究
THE OPTIMIZATION OF MARKETINGSTRATEGY
OF WUHE BUSINESS DEPARTMENT OF CHINA
MERCHANTS SECURITIES
Abstract
China's securities market has experienced 30 years of development, from the
initial pilotstage totoday's maturemarket witha scaleof morethan 80
trillion. Securities brokerage business through the exploration and development of the
way,the rapiddevelopmentof horseracingenclosure, totheprofessional
development of wealth management, sustained economic growth and the continuous
improvement of people's income to promote the rapid growth of the securities
brokerage market. The business departments of securities companies in Shenzhen
continue to strengthen brokerage business marketing and seize market share, and the
competition isbecoming moreand more fierce.In thebrokerage marketing
competition of more than 480 securities business departments in Shenzhen, Wuhe
business department has a short establishment time, low market share and insufficient
competitive advantage. With the extensive use of Internet technology in the securities
field and the diversification of customer needs, the development of Wuhe Business
Department's brokerage business has also encountered many problems and marketing
bottlenecks in the increasingly competitive market, and its marketing ability needs to
be further improved. at the same time, it also needs to optimize the marketing strategy
that matches the development of its brokerage business.
Based on the above background, this paper takes the Wuhe Business Department
of China Merchants Securities as the research object, and introduces the current
situation that the brokerage business of Wuhe Business Department is still mainly
based on brokerage bank marketing. this paper analyzes the problems existing in its
current brokerage marketing strategy, such as the imbalance of product development,
the lack of scientific classification of pricing, the traditional singleness of marketing
channel and so on. This paper expounds the reasons why it needs to make a quick
profit and focuses on marketing a single product, does not set pricing standards in
II
MBA学位论文
作者：唐迫合
招商证券五和营业部营销策略优化研究
order to obtain the lagging decline in product prices, and fails to develop new Internet
channels in time. Using PEST macro analysis tools and Porter's five forces analysis
tools, this paper makes a comprehensive analysis of the macro environment and
industry pattern of Wuhe business department, in the face of complex and changeable
macro environment andincreasingly fierce industry competition.Establish the
development direction and competitive strategy choice of the brokerage marketing of
Wuhe business department, and lay a theoreticalfoundation for the follow-up
optimization of marketing strategy. Combined with the development trend of the
securities market and the actual situation of the Wuhe business department, according
to the marketing 7Ps theory, this paper puts forward the marketing strategy to
optimize the brokerage business of the Wuhe business department from seven aspects
such as product strategy, pricing strategy and channel strategy, and formulates the
optimalmarketingstrategyto implementsafeguardmeasures.Throughthe
optimization of the above marketing strategies, we can provide strong support for the
efficient marketing of the brokerage business of Wuhe Business Department.
Through the research, this paper aims to improve the marketing performance of
Wuhe business department. if the implementation of the new marketing strategy is
good, it will be of reference significance to other business departments of China
Merchants Securities in the country. it can even be used as a reference for the
brokerage business of other securities companies in the securities industry.
Key words: Securities marketing, optimization strategy, brokerage business
III