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论文编号：	2194
作者编号：	2220070926
上传时间：	2010/1/20 10:31:57
中文题目：	关系营销在证券公司经纪业务中的应用研究
英文题目：	Research on the Application of Relationship Marketing in Broking Activities of Securities Firm
指导老师：	韩经纶
中文关键字：	证券企业 关系营销 组合策略
英文关键字：	Securities firm, Relationship marketing, Combination strategy
中文摘要：	作为社会主义市场经济的重要组成部分，中国的证券行业自诞生之日起就举世瞩目。随着我国改革开放的不断深入和市场经济的快速发展，我国的证券行业在取得巨大成绩的同时，也面临着诸多的竞争与挑战。目前，由于券商服务产品的同质性、易仿效性加剧，使得企业的竞争核心主要体现在对客户资源的保留和吸引。如何能更好地了解客户的特点和需求，设计满足客户需求的有效产品和服务，提高客户的收益和满意度，是证券企业营销战略的关键所在。 随着经济全球化信息化和市场竞争激烈加剧，传统的营销理论越来越无力解决现实营销中的复杂问题。因此，无论在理论界还是实践中，人们都在思考和探求营销的新思路和制胜规律。二十世纪八九十年代，“关系营销”开始被人们所关注，并逐渐在理论和实践中不断发展深化。关系营销是以建立企业与顾客的友好关系为中心，以维持一种持久、稳定的互动关系为目的的新型营销观念。它着眼于顾客，将营销研究扩大到经销商、供应商、竞争对手、公共机构、政府部门及企业内部员工等各种相互关系上，把握住了现代市场竞争的特点。关系营销是对传统营销理论的一次变革与突破，是一种新的市场营销理念，甚至被称为未来的营销核心。于是，以关系营销的理论体系构建我国证券企业的营销战略，将为证券企业的持续发展起到较大的促进作用。 本文共分六章。第一章为导论，提出了本文的研究内容及框架。第二章对国内外体验营销的相关理论进行了回顾；阐述了关系营销的兴起、定义和特征以及关系营销与传统营销的比较。第三章回顾了我国证券市场的发展历程，分析了目前我国证券公司市场营销的现状和新形势新挑战，提出了证券公司重构市场营销战略的现实需要。第四章以关系营销的理论为指导，具体阐述证券公司的关系营销策略及实施。第五章结合证券企业实施关系营销的实际案例，印证证券企业实施关系营销的策略。第六章为本文的结论及今后的研究展望。
英文摘要：	As an important part of the market economy, China's securities industry has attracted many people's eyes since it’s naissance. With the constant deepening of China's reform and opening up, as well as the rapid development of China’s economy, China's securities industry has made great achievements，but at the same time, it is facing more and more competitions and challenges. At present, because of the similarity and imitation of products, the competitions among securities are focusing on retaining and attracting customer. How to have a better understanding of the customer’s characteristics and demanding, how to design effective products and service and how to improve the customer’s income and satisfaction, are the key points of the marketing strategy of securities firms. With the economic globalization and increasingly intensive market competition, the traditional marketing theories have been unfit for resolving the complicated problems in practices. Many theories and practices have started to look for and think over new marketing strategy. In 1980s and 1990s, Relationship Marketing began to be recognized and developed. It is a new marketing concept that centers on establishing the friendly relationship between the enterprises and customers and aims at maintaining a kind of lasting and stable transaction relationship. It focus on the customers and expands the marketing research to all kinds of exchange relationships among the dealers, the suppliers, the competitors, the public organizations, the government departments, and the enterprise interior staff and so on, which precisely grasps the characteristic of modern market competition. Relationship Marketing is a revolution and breakthrough for traditional marketing theory. It is not only a new marketing concept, but also the core of marketing. So, using the Relationship Marketing Theory to construct the marketing strategy of securities firm will be helpful. This thesis consists of six parts. In Chapter 1, the research problem and frame work are proposed. Chapter 2 carries on the relationship marketing background, reviews the domestic and foreign relationship marketing theories；Chapter 3 looks back on the China’s securities industry development course and analyses the new marketing situation of China’s securities firms. In Chapter 4, using the relationship marketing theory as the guidance, this thesis expatiates on the securities firm relationship marketing strategy. In Chapter 5, taking a securities firm as an example, this thesis verifies how a securities firm carries out the relationship marketing strategy. The last chapter is the conclusion and future research.
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