论券商营业部营销团队管理——以某券商营业部为例VIP专享

I广东东软学院本科毕业设计（论文)论券商营业部营销团队管理——以某券商营业部为例On the marketing team management of the securities business department —— Tak ing GF securities business department as an example摘要随着互联网的发展，券商行业步入了变革创新期，与此同时该行业的发展也受到一定的冲击。券商的经纪业务也面临着同质化程度高、佣金战激烈、服务品类单一、专业化程度不足的内部问题，以至于单靠佣金战和价格战去抢占市场份额的模式无法持久，也不符合中国资本市场发展规划和证券行业创新规划的目标。目前如何调整券商营业部营销团队管理成为营业部的当务之急。本文采用文献研究法、对比分析法、调查访谈法，结合 GF 证券案例对我国券商所处的宏观环境、微观经营环境进行识别与分析，提出现有环境的特点及发展趋势；并结合其面临的机遇和威胁、优势与劣势，运用 SWOT 分析法对证券营业部发展现状及存在的营销问题进行分析，在此基础上制定更加科学有效的团队管理策略以及实施方案，以提高公司竞争力，使得营业部更好更快的发展。关键词：互联网 证券 团队管理 团队建设II广东东软学院本科毕业设计（论文)AbstractWith the development of the Internet, the securities industry has entered a period of reform and innovation. At the same time, the development of the industry has also been impacted. The brokerage business of securities companies also faces the internal problems of high degree of homogeneity, fierce Commission war, single service category and insufficient specialization, so that the mode of seizing market share by commission war and price war alone can not last, nor meet the objectives of China's capital market development planning and securities industry innovation planning.At present, how to adjust the marketing team management of the securities business department has become an urgent task for the business department. This paper uses literature research, comparative analysis, investigation and interview methods, combined with GF Securities cases to identify and...