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论文编号：	11774
作者编号：	2120183056
上传时间：	2020/6/20 23:16:02
中文题目：	中信证券经纪业务服务营销策略研究
英文题目：	Research on Service Marketing Strategy of Brokerage Business of CITIC Securities
指导老师：	吴晓云
中文关键字：	服务营销策略；经纪业务；中信证券
英文关键字：	Service Marketing Strategy; Brokerage Business; CITIC Securities
中文摘要：	目前，经纪业务是我国大多数证券公司的核心业务领域。在证券行业快速发展与经济全球化的背景下，证券公司的经纪业务正处于机遇与挑战并存的时代。一方面，良好的经济发展和政策环境为国内证券公司的经纪业务提供了有利的发展条件；另一方面，缺乏创新的服务营销策略以及竞争环境的日益加剧成为了证券公司前进的阻力。经纪业务能否健康且持续地运营，关系到证券公司未来的发展前景。随着证券市场的波动、互联网金融的冲击、以及一人多户制度的推行，中信证券的经纪业务面临着很大的考验。在此背景之下，中信证券想要提升经纪业务的市场份额，增加经纪业务的创收，就必须对公司目前所处的市场环境进行科学理性地分析，并且有针对性地进行服务营销策略的改进和优化。 本文运用了市场营销与服务营销的相关理论知识，结合作者在中信证券的工作经验，对中信证券经纪业务的市场营销环境进行了分析。在此基础上，通过STP分析，对当前中信证券的客户群体重新进行了有效的细分，根据当前公司实力和发展情况选择了理想的目标市场，继而针对所选择的目标市场进行合理的定位。接下来，又进一步结合公司的营销战略实现营销战术上的改进，通过7Ps策略的运用，从产品与价格、渠道与促销、人员、过程管理和有形展示七个方面优化服务营销策略，并从企业文化制度、运营支持、风险控制三个角度为服务营销策略的顺利实施制定了保障措施。 由于我国的证券行业较国外市场而言，起步相对较晚，对经纪业务来说也是在探索中不断发展。目前，国内在证券公司经纪业务的服务营销策略方面的相关研究还比较稀少，以中信证券为案例的论文也较为少见。本文结合了中信证券的特色，为公司经纪业务的未来发展提供了有指导意义的服务营销策略，也为行业内其他公司在研究和制定经纪业务服务营销策略时，提供了一定的参考性。
英文摘要：	At present, brokerage business is the core business of most securities companies in China. Under the background of the rapid development of securities industry and economic globalization, the brokerage business of securities companies is in an era of both opportunities and challenges. On the one hand, good economic development and policy environment provide favorable development conditions for the brokerage business of domestic securities companies; on the other hand, the lack of innovative service marketing strategies and increasingly competition have become the resistance for securities companies to move forward. Whether the brokerage business can operate healthily and continuously is related to the future development prospect of securities companies. With the fluctuation of securities market, the impact of Internet finance, and the implementation of the policy that one person can have multiple accounts, the brokerage business of CITIC Securities is facing a great challenge. Under this background, if CITIC Securities wants to improve the market share of brokerage business and increase the income of brokerage business, it must analyze the current market environment of the company scientifically and rationally, then improve and optimize the service marketing strategy. This paper analyzes the marketing environment of CITIC Securities’ brokerage business by using the relevant theoretical knowledge of marketing and the author's working experience in CITIC Securities. On this basis, through STP analysis, this paper makes the market segmentation and selects the target market, then makes the market position. Next, this paper combines with the company's marketing strategy to improve the marketing tactics. The Marketing Theory of 7Ps is applied, which are Product, Price, Place, Promotion, People, Process and Physical evidence. Finally, this paper also establishes the guarantee measures for service marketing strategy, which are from three aspects: cultural system, operation support and risk control. As the securities industry in China starts relatively late compared with the foreign market, the brokerage business is also developing in the stage of exploration. At present, there are few researches on the service marketing strategy of the brokerage business of securities companies in China, and few papers taking CITIC Securities as a case study. Combined with the characteristics of CITIC Securities, this paper provides a guiding service marketing strategy for the future development of the company's brokerage business. At the same time, it also provides a certain reference for other companies in the industry to study and formulate the service marketing strategy of brokerage business.
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