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论文编号：	7673
作者编号：	2220132355
上传时间：	2015/11/26 20:17:59
中文题目：	民生证券金融衍生品营销策略研究
英文题目：	Research of MINSHENG SECURITIES CO.,LTD in the marketing strategy of financial derivatives
指导老师：	吴晓云
中文关键字：	证券公司、金融衍生品、营销策略
英文关键字：	securities, financial derivatives, marketing strategy
中文摘要：	金融衍生品市场的兴起和发展是近20年来国际金融市场出现的最为突出的变化之一。金融衍生品的快速扩散和普遍应用，将20世纪70年代呈现的金融改革推向了高潮，也给整个金融市场带来了深刻变化。随着金融市场化、全球化趋势的日益加深，加速中国金融衍生品市场的发展，加快中国金融市场与国际金融市场的接轨，发挥金融对中国经济的促进作用己成为迫在眉睫的重要课题。 2015年3月，国务院总理在2015年国务院政府工作报告中谈到加强多层次资本市场体系建设内容时特别提出要发展金融衍生品市场，金融衍生品首次体现在国家政府工作报告中，业内人士认为意义非常重大。国债期货、指数期货、外汇期货以及期权等各种产品的不断完善进一步满足了各个市场参与者的风险管理需求。随着我国金融衍生品市场稳步开展，证券公司将面临新的发展机遇，但也存在着一定的挑战。在机遇与挑战面前，证券公司急迫需要迅速拓展市场容量，在进行市场拓展工作时，能否合理、有效应用市场营销策略是市场开辟成功与否的关键。 本文以上述问题为研究对象，以市场营销相关理论为基础、阐述金融衍生品在民生证券的发展和营销策略，分析其营销环境及客户需求，通过理论和实践相结合的研究方法，确定其发展战略。并对其市场细分与定位、产品营销策略和风险防范提出建议和研究结论，从而为民生证券采取更为科学先进的市场营销策略来有效发展和推广金融衍生产品业务，面对复杂的经济形势，提高营销效率，增强竞争能力提供借鉴方法和思路。
英文摘要：	In recent 20 years, the financial derivatives market is established, and is developing very quickly, this can be said to be one of the most obvious change of the international financial market. The development of financial derivatives is very fast, is becoming more and more widely, which promote the reform of the financial, has brought profound changes to the global financial markets. With the development of globalization, financial marketization degree deepened, the development of China's financial derivatives market is more and more quickly, China's financial market and the international financial market quickly, to promote the development of China's economy. In March 2015, Mr Li said in his government work report, to promote the construction of capital market, improve the gradation, especially the construction of the financial derivatives should be strengthened. This is a financial derivative former appear in national government work report, the personage inside course of study thinks very significant meaning. Bond futures, futures, foreign exchange futures and options, etc. Various kinds of products are perfect, further meet the needs of the risk management of market participants. As my China's financial derivatives market development, the securities company is also facing new development opportunities and challenges. In front of the opportunities and challenges, securities companies need to rapidly increase market capacity, this needs scientific and rational marketing strategies. This article to this problem as the research object, based on the market marketing related theory, discusses the financial derivatives in the people's livelihood securities company's marketing strategy, analyzing the marketing environment and customer demand, the combination of theory and practice, clarify its development strategy, and the market segmentation and product positioning, product marketing strategy and put forward to prevent risks, help improve the market marketing strategy, the people's livelihood securities to promote financial derivatives business, improve the efficiency of marketing, strengthen competition ability
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