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| 论文编号： | 6575 | |
| 作者编号： | 2220130024 | |
| 上传时间： | 2014/6/19 11:46:41 | |
| 中文题目： | 大数据时代证券公司的营销创新研究 | |
| 英文题目： | The Marketing Innovation of Securities Companies in the Era of | |
| 指导老师： | 吴晓云 | |
| 中文关键字： | 大数据时代；营销方式创新；风险管控能力创新 | |
| 英文关键字： | Big-data Era, Marketing Innovation, Innovation of Risk Management | |
| 中文摘要： | 在新经济的条件下，当下证券公司面临的竞争更加激烈，基于传统营销策略制定的营销模式已不能完全适应大数据时代量化交易的发展与需求，因此，证券公司需要制定新的经济发展策略，创新思想以客户为导向不断发展新的营销策略和经营模式。本文以证券公司四大类业务即经纪业务、投行业务、资管业务、创新业务为研究对象，立足于现阶段存在的问题，通过对整个行业背景分析，为证券公司提出符合在当前经济环境下的营销创新策略和风险管理策略，并在此基础上对企业自身进行创新能力的分析与研究。本文的主要论点是：（1）通过对证券行业发展历程和市场结构状况进行分析，得出我国证券业务市场存在的问题；（2）从证券行业外部环境和内部环境两个角度进行了宏观经济背景分析；（3）提出了四大类业务中进行营销创新的解决方案，既满足客户需求，又有助于证券行业未来做大做强提升竞争力；（4）在进行证券业务创新的同时，提出风险管控并重的思路，提出新营销模式下提高风险管控能力的措施；（5）证券公司具有一定的创新能力，但仍有很大潜力。 关键词：大数据时代；营销方式创新；风险管控能力创新 | |
| 英文摘要： | In the new economic conditions, the securities companies are facing more intense competition, which makes the traditional marketing strategy marketing no longer meet the needs of the development, especially the needs of big–data era. Therefore, securities companies need customer oriented marketing strategy that meet the need of new economic environment. This paper focus on four kinds of business in securities companies , based on the existing problems, by analyzing the industry background, we raise the marketing innovation strategy and risk management strategy for the securities companies to catch up with the current economic environment, based on which we do further research on enterprises innovative ability, the outcome can be summarized as follows. Reviewing the history of the securities industry and analyzing market structure, we put forward the existing problems in our country.We analyze the macroeconomic background which consists of internal and external environment of the securities industry.We put forward marketing innovation solution for the four categories above, not only satisfying customer demand, but also contributing to stronger competitiveness of the securities industry in the future. We bring about the idea of focusing on risk management and give some advice on how to improve the ability of control risk at the same time.The securities companies listed companies have a certain to innovate, but there is still great potential. Key words: Big-data Era, Marketing Innovation, Innovation of Risk Management | |
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