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HuaanSecuritiesLimitedbyShareLtdSecuritiesBrokerageBusinessMarketingStrategyandCountermeasures目录中文摘要...................................................Ⅰ英文摘要...................................................Ⅱ前言....................................................1绪论......................................................21.1研究背景...............................................31.2研究意义...............................................31.3相关理论知识...........................................42华安证券股份有限责任公司经纪业务营销策略现状.............52.1现有营销策略的效果.....................................62.2同行业营销策略的效果...................................83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......103.1产品策略存在的问题....................................113.2价格策略存在的问题....................................133.3渠道策略存在的问题....................................143.4促销策略存在的问题....................................154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....154.1实现业务多元化........................................164.2增强价格优势..........................................164.3及时调整营业部和营销网点的位置........................174.4促销方式现代化........................................18结论......................................................19参考文献.................................................20致谢.....................................................21I华安证券股份有限责任公司的经纪业务营销策略现状及对策研究中文摘要随着信息技术革新、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挑战，我国的证券经纪业务内外部经营环境正发生重大变化。应对市场的冲击和挑战，当前各家券商甚至各个营业部在寻找经纪业务新的生存之道。无论各家券商调整思路有何差异，面临的核心问题差不多。因此，必须要理清这些核心问题解决思路，结合经营模式的定位，通盘考虑，才能拿出经纪业务改革整体方案，以达到经纪业务真正意义上转型，实现经纪业务长远发展。以证券经纪业务的研究为切入点，揭示我国证券市场存在的问题，并通过实地考察，深入公司内部，得到第一手的资料和信息，剖析问题存在的原因。华安证券应充分利用自己的业务资源，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，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。关键词：经纪业务；营销策略；发展策略IIHuaanSecuritiesLimitedbyShareLtdSecuritiesBrokerageBusinessMarketingStrategyandCountermeasuresAbstractWiththeinnovationofinformationtechnology,foreignsecuritiescompaniesinvolvedinthereform,theCommission,thenewchallengesbroughtaboutbythebusinessdiversificationofcommercialbanks,securitiesbrokeragebusinessinternalandexternalbusinessenvironmentinChinaisundergoingsignificantchanges.AtthepresentstageofChina'ssecuritiescompaniesshouldmakefulluseoftheirownbusinessresourcesandbusinessadvantagedevelopstrategiesandeffectivelyenhanceourlong-termprofitabilityandcompetitiveness,realizetheeffectivetransformationofourcountry'ssecuritiesbrokerageindustryonaroadofhealthydevelopment.Tocopewiththemarketimpactandchallenge,eventhecurrentvariousbrokeragebusinessdepartmentarelookingforbrokeragebusiness.Todealwiththemarketimpactandchallenge,thefirmseveneachbusinessdepartmentislookingfornewbrokeragefirmstosurvive.Boththoughtofadjustingthedifference,thecoreproblemisalmostthesame.Therefore,wemustclearthesolutionstothesecoreproblemscomb...
