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论文编号：	3675
作者编号：	2120092488
上传时间：	2011/11/20 16:26:11
中文题目：	中国证券业差异化发展战略研究
英文题目：	China securities differential development strategy research
指导老师：	张晓农
中文关键字：	中国证券业 招商证券 发展战略 差异化战略
英文关键字：	The Chinese securities industry； China Merchants Securities（CMS）；Development strategy；Differentiation strategy
中文摘要：	自1987 年9 月中国第一家证券公司——深圳经济特区证券公司成立以来，中国证券市场不断发展，用短短二十年走完了很多发达国家上百年才能走完的历程。A股市场设立至今，已经成功推出包括主板、中小板、创业板等市场，交易品种也推出了股指期货和融资融券业务，我国证券市场在交易品种不断丰富，法规和监管不断完善的同时，我国的证券公司也在不断发展壮大，产生了一批综合实力较强的大券商，截止2010年底，我国共有证券公司123家。虽然中国的证券市场和证券公司都面临着很大的历史机遇，但是整个行业也面临着许多严峻的问题，目前进入了行业发展的瓶颈。证券行业未来的发展，怎样在创新求变和健康求稳两项目标中求得平衡，这是整个行业都应思考的问题。本文通过对中国证券业的行业现状分析，运用企业周期理论分析了中国证券业所处行业周期，以招商证券为样本，对招商证券的具体发展情况进行综合分析，并分析了招商证券近年来的发展情况，及目前所处的行业地位，运用SWOT理论分析了招商证券目前发展面临的优势、劣势、威胁和机会，并学习和借鉴国外成熟市场的证券公司在发展方向及盈利模式方面的成功经验，提出了中国证券业目前正处于行业成长期，运用市场营销和企业差异化发展战略等理论为招商证券制定出现阶段的企业发展战略，得出现阶段招商证券应采取差异化企业发展战略的结论。本文围绕招商证券为实现可持续发展而制定的差异化战略思路，创新性的提出了招商证券的差异化发展战略的具体实施，提出了在市场营销模式、服务模式和产品营销服务模式三个方面实施差异化发展战略的具体措施，构建“三大体系”的观点。即投资顾问和经纪人团队建设体系、市场细分与客户分级服务体系、深度合作多渠道产品线体系，提出了差异化战略在公司不同方面的实施思路与措施。关键词：中国证券业 招商证券 发展战略 差异化战略
英文摘要：	Since September 1987 China's first securities company, ShenZhen special economic zone securities company was founded, the Chinese securities market development, with just 20 years covered many developed countries hundreds of years to go through the process. The A share market set up to now, has been successfully launched in both the main board, small and medium-sized board, such as the gem market, trading products also introduced A stock index futures and securities financing business, our country securities market in trading products constantly enrich, rules and regulations have perfect at the same time, the negotiable securities of our country company also in the constant development and expansion, have A batch of comprehensive strength strong big brokers, by the end of 2010, our country has A securities company in 123. Although China's securities market and securities companies face of great historical opportunity, but the industry faces many serious problems, at present into the industry development of bottleneck. The future development of the securities industry, how to innovate and health for the two goals of steady seek balance, this is the whole industry should be thinking about. Based on the analysis of the status of China securities industry, using the theory of enterprise cycle analysis in China securities industry cycle to China merchants securities as samples, the negotiable securities that enrol business to the specific developing situation of comprehensive analysis, and analyzes the development of securities investment in recent years, and the present in the industry status, using SWOT theory analyzes the present development of the negotiable securities that enrol business faced strengths, weaknesses, opportunities and threats, and learn from foreign mature markets of the securities companies in the direction of development and business mode the successful experience, put forward China's securities is now in the growing industry, the market marketing and enterprise differentiation development strategy, etc theory for the negotiable securities that enrol business enterprise development strategy in stage, it is concluded that the negotiable securities that enrol business at this stage should be taken differentiation of the development strategy of the enterprise conclusion. This paper focus on investment securities for sustainable development and make the difference of the strategic thinking, innovative put forward the difference of the negotiable securities that enrol business development strategy of the concrete implementation, put forward the marketing mode, service mode and the product marketing service model three aspects of the development strategy of implement differentiation specific measures to construct \"three big system\" point of view. Namely investment advisers and agent team construction system, market segmentation and customer service system, depth classification cooperation multi-channel product line system, puts forward the difference strategy in the company of various aspects of implementing ideas and measures. Keywords：The Chinese securities industry； China Merchants Securities（CMS）；Development strategy；Differentiation strategy
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