华安证券股份有限公司证券经纪业务营销策略现状及对策研究

华安证券股份有限公司证券经纪业务营销策略现状及对策研究(论文12000字)
Huaan securities Limited by Share Ltd securities brokerage business
marketing strategy and Countermeasures
中文摘要
随着信息技术的革新、境外证券公司介入、佣金改革、商业银行业务多元化等带来的新挑战，我国的证券经纪业务内外 部经营环境正在发生重大变化。现阶段我国券商应充分利用自己的业务资源和业务优势制定发展策略，有效地提升自己的竞争力、长 远的盈利能力和实现有效的转型，使我国的证券经纪业务走上一条健康发展的道路。
应对市场的冲击和挑战，当前各家券商甚至各个营业部都在寻找经纪业务新的生存之道。无论各家券商调整的思路有何差异，面临的核心问题都差不多。因此，必须要理清这些核心问题的解决思路，结合经营模式的定位，通盘考虑，才能拿出经纪业务改革的整体方案，以达到经纪业务真正意义上的转型，实现经纪业务的长远发展。

关键词：经纪业务；营销策略；发展策略

Huaan securities Limited by Share Ltd securities brokerage business marketing strategy and Countermeasures
Abstract
with the innovation of information technology, foreign securities companies involved in the reform, the Commission, the new challenges brought about by the business diversification of commercial banks, securities brokerage business internal and external business environment in China is undergoing significant changes. At the present stage of China's securities companies should make full use of their own business resources and business advantage develop strategies and effectively enhance our long-term profitability and competitiveness, realize the effective transformation of our country's securities brokerage industry on a road of healthy development. To cope with the market impact and challenge, even the current various brokerage business department are looking for brokerage business.
To deal with the market impact and challenge, the firms even each business department is looking for new brokerage firms to survive. Both thought of adjusting the difference, the core problem is almost the same. Therefore, we must clear the solutions to these core problems combined with the business model, positioning, take into consideration the overall plan to come up with the brokerage business reform, in order to achieve the transformation of the brokerage business in the true sense, to achieve long-term development.

Keywords: brokerage brokerage business; marketing strategy; development strategy

目  录
1绪论
1.1研究背景...............................................1
1.2研究意义...............................................2
1.3相关理论知识...........................................2
2华安证券股份有限责任公司经纪业务营销策略现状.............3
2.1现有营销策略的效果.....................................3
2.2同行业营销策略的效果...................................3
2.2.1与同行业的对比分析...................................4
2.2.2现有营销策略的swot分析..............................4
3华安证券股份有限责任公司经纪业务营销策略存在的问题.......5
3.1产品策略存在的问题.....................................5
3.1.1业务单一............................................ 6 
3.1.2缺乏优秀的投资顾问和分析师提供相应配套的服务.........6
3.1.3产品缺乏创新.........................................7
3.2价格策略存在的问题.....................................7
3.2.1价格优势不明显.......................................8            
3.2.2佣金比例偏高.........................................8
3.2.3手续费用偏高.........................................8
3.3渠道策略存在的问题.....................................9
3.3.1部分网点区位优势不明显...............................9
3.3.2营销渠道单一........................................10
3.3.3营销人员素质偏低....................................11
3.4促销策略存在的问题....................................11
3.4.1促销方式落后........................................12
3.4.2宣传力度不够........................................12
4 针对华安证券股份有限责任公司现存的问题提出解决的办法...13
4.1实现业务多元化........................................13
4.1.1培养技术人才以提供配套服务..........................13
4.1.2增强产品的创新能力..................................14
4.2增强价格优势..........................................15
4.2.1降低佣金比例........................................15
4.2.2简化手续以降低费用..................................16
4.3及时调整营业部和营销网点的位置........................16
4.3.1在传统营销策略基础上拓宽营销渠道....................16
4.3.2为营销人员提供培训课程以提高其素质和能力............17
4.4促销方式现代化........................................17
4.4.1增强宣传力度........................................17
4.4.2创新宣传方式........................................18
结论.....................................................20
参考文献.................................................21
致谢.....................................................22