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论文编号：	8699
作者编号：	2120142882
上传时间：	2016/12/7 14:05:19
中文题目：	天津OTC交易所营销战略研究
英文题目：	Research on the Marketing Strategy of Tianjin OTC Exchange
指导老师：	韩德昌
中文关键字：	天津OTC;品牌营销;服务营销
英文关键字：	Tianjin OTC;brand marketing;service marketing
中文摘要：	作为为所辖地区企业提供股权托管、转让以及其他金融服务的场所，区域股权交易市场的出现，填补了我国多层次资本市场层级的建设。近几年，诸如上海股权托管交易中心、深圳前海股权交易中心、天津股权交易所等优秀的区域股权市场已迅速崛起，总数达到四十余家。在这些区域股权交易市场，有近四千多家企业挂牌上市,这些区域股权市场的活跃经营，为多层次资本市场的建设层级提供了有力保障。培育企业健康发展，最终实现转板等各种服务是区域股权交易市场最基础的职能。其中，融资效率的高低直接决定了市场的有效性，因此研究市场的融资效率有着十分重要的现实意义。 本文首先介绍STP、品牌营销、服务营销等经典营销管理理论，继而回顾多层次资本市场的定义以及各类交易所的功能，通过对比国内外场外交易市场的发展与现状，总结了多层次资本市场建设过程的一些特征和重复经历，接着以国内发展最早、最成熟的天津股权交易所为案例，研究了天交所以融资效率为标签的品牌营销之道，进而引出本文着力研究的天津OTC交易所，并运用PEST、SWOT、STP等经典模型对其所处宏观与微观环境进行深入分析，提出提升品牌与加强服务是公司应对当前发展趋势的主要营销战略，特别是为本地中小企业拓宽融资渠道，扶持企业往更高层次资本市场发展的功能，既符合党中央国务院在《中华人民共和国国民经济和社会发展第十三个五年规划纲要》提出的 “十三五”时期促进中小企业发展的总体思路、发展目标和主要任务，又能集中体现区域股权交易市场在构成我国多层次资本市场的重要作用和重大意义。
英文摘要：	Regional equity trading market is a place to provide equity custody, transfer and other financial services for the enterprises under the jurisdiction of the region. It appears to fill the multi-level capital market in china. In recent years, such as the Shanghai equity custody trading center, Shenzhen equity trading center, Tianjin equity exchange and other outstanding regional equity market has been rapidly rising, the total number reached more than forty. In the regional equity trading market, there are nearly more than 4 thousand companies listed on the regional equity market active management, provide a strong guarantee for the construction of multi-level capital market level. Develop the healthy development of enterprises, and ultimately to achieve a variety of services is the most basic functions of the regional equity trading market. Among them, the level of financing efficiency directly determines the effectiveness of the market, so the research on the efficiency of the market has a very important practical significance. This thesis first introduces the classical theory of marketing management STP, brand marketing and service marketing, and then review the multi-level capital market definition and various functions of exchanges, through the development and current situation of domestic OTC market abroad, summarizes some characteristics of the multi-level capital market construction process and repeated experience, and then to the domestic development of the earliest and the most mature Tianjin equity exchange as a case study, the pay day so the financing efficiency for the brand marketing of the road which leads to the label, this thesis will focus on the Tianjin OTC exchange, and the use of PEST, SWOT, STP and other classical models on the macro and micro environment analysis, put forward to enhance the brand and enhance service the main marketing strategy of the current development trend of the company to deal with, especially for local SMEs to broaden the financing channels, to support enterprises to a higher level The development of the capital market, is consistent with the Party Central Committee and the State Council on the "People's Republic of China national economic and social development of the thirteenth five year plan" proposed "13th Five-Year" period to promote the development of SMEs in the development of the general idea, objectives and main tasks, and can set reflected in the regional equity market constitutes an important role in the multi-level capital market China and the great significance.
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