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论文编号：	14195
作者编号：	2320213726
上传时间：	2023/12/7 22:34:52
中文题目：	红塔证券B营业部投资顾问业务营销策略及其实施保障措施研究
英文题目：	Research on the Marketing Strategy and Implementation Guarantee Measures for the Investment Advisor Business of Hongta Securities B Business Department
指导老师：	李桂华
中文关键字：	证券公司；投资顾问业务；营销策略；7Ps营销理论
英文关键字：	Securities companies；Investment advisory business；Marketing strategy；7Ps Marketing Theory
中文摘要：	证券行业作为金融行业的支柱之一，对国民经济的稳定发展有着十分重要的作用，随着证券行业对外开放的程度不断提高，市场参与主体也越来越多，市场的可投资品种也越来越多，随着互联网的发展，信息的可得性也越来越强，广大投资者也发现投资的难度逐步增加，所以对于证券公司而言，适时发展投资顾问业务，对于资本市场的良性发展，对于普通投资者的专业投资指导有着必不可少的作用。 本文以红塔证券B营业部为研究对象，首先对红塔证券B营业部投资顾问业务现状做了简单介绍，其次通过PEST分析法、访谈法、问卷调查法、SWOT分析法等多种方式对红塔证券B营业部投资顾问业务的营销环境做了全面系统地分析，结合红塔证券B营业部的营销策略现状总结出其在投资顾问业务营销策略方面存在的问题。最后运用STP战略营销理论对红塔证券B营业部进行了市场定位，同时结合7Ps营销理论针对红塔证券B营业部存在的问题制定出相关营销策略的优化建议，主要包括丰富投顾产品种类，根据客户需求增加投顾产品的收费方式，在获客方面搭建商区和社区渠道，要继续加强服务人员投顾产品促销方式，提高投资顾问人员的专业水平，完善投顾服务流程，提高营业部员工形象管理等针对不同策略的优化建议。希望能够通过此次营销策略的改善优化，使红塔证券B营业部投资顾问业务能够更好地开展营销工作，提升红塔证券B营业部投资顾问业务的品牌影响力和市场竞争力。
英文摘要：	As one of the pillars of the financial industry, the securities industry plays a very important role in the stable development of the national economy. With the continuous improvement of the openness of the securities industry to the outside world, there are more and more market participants, and there are more and more investable varieties in the market. With the development of the Internet, the availability of information is also becoming stronger, and investors have also found that the difficulty of investment is gradually increasing. Therefore, for securities companies, Timely development of investment advisory business plays an essential role in the healthy development of the capital market and professional investment guidance for ordinary investors. This article takes Hongta Securities B Business Department as the research object. Firstly, it provides a brief introduction to the current situation of Hongta Securities B Business Department's investment advisory business. Secondly, it comprehensively and systematically analyzes the marketing environment of Hongta Securities B Business Department's investment advisory business through various methods such as PEST analysis, interview method, questionnaire survey method, SWOT analysis method, etc, Based on the current marketing strategy of Hongta Securities B Business Department, summarize the problems in its marketing strategy for investment consulting business. Finally, the STP strategic marketing theory was applied to market positioning of Hongta Securities B Business Department, and optimization suggestions for marketing strategies were formulated based on the 7Ps marketing theory to address the problems existing in Hongta Securities B Business Department. The main recommendations include enriching the types of investment advisory products, increasing the charging methods of investment advisory products according to customer needs, building business districts and community channels in customer acquisition, and continuing to strengthen the promotion methods of investment advisory products by service personnel, Improve the professional level of investment advisory personnel, improve the investment advisory service process, and improve the image management of business department employees. Provide optimization suggestions for different strategies. I hope that through the improvement and optimization of this marketing strategy, the investment advisory business of Hongta Securities B Business Department can better carry out marketing work, enhance the brand influence and market competitiveness of Hongta Securities B Business Department's investment advisory business.
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