联系我们

论文查询结果	返回搜索

论文编号：	12599
作者编号：	2320180354
上传时间：	2021/6/16 15:54:06
中文题目：	广发证券A营业部营销策略改进研究
英文题目：	Research on Marketing Strategy Improvement of GF Securities A Business Department
指导老师：	古志辉
中文关键字：	4P、券商、营业部、营销策略、财富管理
英文关键字：	4P Theory,Securities Company, Business Department of Securities Company, Marketing Strategy, Wealth Management
中文摘要：	近年来我国资本市场对外开放程度日益加大，相应的制度改革进程明显加快，金融市场的监管日趋严格规范。券商作为资本市场的重要参与者，其经纪业务由传统的通道业务向财富管理的模式转型。随着大型券商的市场份额逐步提升，马太效应愈发凸显，券商的市场格局正在由垄断竞争向寡头垄断的阶段发展。因此券商需要不断地扩大自己的市场份额，并且在高速发展中实现营销策略的不断改进完善。而作为券商经纪业务一线的分支机构，由于历史原因复杂，人员和客户结构存在较大差异，因此在营销策略的优化过程中会遇到很多具体问题，很难通过统一的方法进行解决。 本文以广发证券A营业部为研究对象，通过分析营业部内外部环境，找到营销工作中存在的问题，通过分析研究制定出应对的措施和实施方法，旨在对营业部现有的营销策略进行有效的优化。本文对相关概念、理论和文献进行了研究。在此基础上，利用文献分析法、理论分析与实证分析相结合的方法以及SWOT法对A营业部现状及存在的问题进行了分析。通过对各项数据的分析，指出了目前营业部面临的核心问题包括缺乏统一的产品规划、渠道产出逐年下降、客群体量增速不足、价格策略不明确等问题。针对上述问题逐一提出解决方案，并制定了可操作性较强的保障措施。 本文通过4P理论分析认为，A营业部要优化营销管理，需要采取的措施包括确立具有针对性的核心产品策略、扩充非银线下营销渠道和建立以企业微信为主的线上营销渠道、通过优化客户服务内容获得存量客户的转介绍、充分利用不同产品的定价差异提高产品覆盖率和利润率等。实现上述一系列营销策略需要的保障措施包括营销制度保障、人力资源保障、合规风控保障等。本文通过上述研究明确了A营业部营销策略的优化方向和具体方法。通过本文的撰写，将A营业部现存问题进行了系统性的梳理，并结合MBA所学理论制定出了可行的营销策略改进方案，积极在后期的工作中加以应用。通过实践中的反馈不断完善营销工作，以达到预期的良好的效果。
英文摘要：	In recent years, China's capital market has become more and more open to the outside world, the corresponding system reform process has obviously accelerated, and the financial market supervision has become increasingly strict and standardized. As an important participant in the capital market, brokerage business has changed from traditional channel business to wealth management mode. With the gradual increase of market share of large brokerage firms, Matthew effect becomes more prominent, and the market structure of brokerage firms is developing from monopoly competition to oligopoly. Therefore, brokers need to constantly expand their market share, and realize the iterative upgrade of marketing strategy in the rapid development. As a front-line branch of brokerage business, due to the complex historical reasons, there are great differences in the structure of personnel and customers, so many specific problems will be encountered in the process of optimizing marketing strategies, which are difficult to be solved by a unified method. In this paper, the A sales department of GF Securities is taken as the research object. By analyzing the internal and external environment of the sales department, the problems existing in the marketing work are found, and the corresponding measures and implementation methods are worked out through analysis and research, aiming at effectively optimizing the existing marketing strategies of the sales department. This paper studies related concepts, theories and literatures. On this basis, using the methods of literature analysis, theoretical analysis and empirical analysis, and SWOT method, this paper analyzes the current situation and existing problems of A sales department. Through the analysis of various data, it is pointed out that the core problems faced by the sales department at present include the lack of unified product planning, the decline of channel output year by year, the insufficient growth rate of customer groups, the unclear price strategy and so on. In view of the above problems, the solutions are put forward one by one, and the operational safeguard measures are formulated. According to 4P theory analysis, the measures that a sales department needs to take to optimize marketing management include establishing targeted core product strategies, expanding non-bank offline marketing channels and establishing online marketing channels based on enterprise wechat, obtaining referrals from existing customers by optimizing customer service content, and making full use of pricing differences of different products to improve product coverage and profit margins. Guarantee measures needed to realize the above-mentioned series of marketing strategies include marketing system guarantee, human resources guarantee, compliance risk control guarantee. In this paper, through the above research, the optimization direction and specific methods of A sales department's marketing strategy are clarified. Through the writing of this paper, the existing problems of A sales department are systematically combed, and the feasible marketing strategy improvement scheme is worked out in combination with the MBA theory, which is actively applied in the later work. Through the feedback in practice, the marketing work is continuously improved to achieve the expected good results.
查看全文：	预览  下载(下载需要进行登录)