本科论文摘要自从改革发展以来，我国的经济体制发生了很大的改变。随着资本市场多元化的使用，证券公司也起到了非常大的作用。然而在经济快速发展的过程中，证券公司的运营过程中也会出现一些问题。当今，随着中国的经济快速发展，服务行业也越来越引起国民的重视，所以证券公司在销售过程当中也要注重服务、注重策略，这样才能使证券公司更好的发展。本文首先分析了证券公司的研究背景、分析了证券公司的发展现状、营销现状。接着分析了证券公司现在存在的一些主要的问题，比如营销团队建设不够完善，营销意识薄弱等问题。第四大部分是针对存在的主要问题提出了一些应对策略，应用STP策略进行分析和改进。最后对本文进行了主要的总结和展望，找出了一些不足，并对未来的发展做出了展望。关键字：证券公司，市场营销，策略本科论文AbstractSincethereformanddevelopment,China’sbrokeragesystemhaschangedalot.Withtheuseofcapitalmarketdiversification,securitiescompanieshavealsoplayedabigrole.However,intheprocessofrapiddevelopmentofbrokerage,therewillbesomeproblemsintheoperationofsecuritiescompanies.Nowadays,withtherapiddevelopmentofbrokerageinChina,theserviceindustryhasgraduallybecomeatropicalsubject.Therefore,securitiescompaniesshouldpaymoreattentiontoserviceandstrategiesinthesalesprocess,soastomakethedevelopmentofsecuritiescompaniesbetter.Fistly,thispaperanalyzestheresearchbackground,developmentstatusandmarketingstatusofsecuritiescompanies.Then,itanalyzessomemajorproblemsexistinginsecuritiescompanies,suchasimperfectmaretingteamconstructionandweakmarktingawareness.Thefourthpartistoputforwardsomecopingstrategiesforthemainproblems,usingSTPstrategytoanalyzeandimprovecurrentsituation.Intheend,thispapermakesamainsummaryandprospectfindsoutsomeshortcomingsandmakesaprospectofthefuturedevelopment.Keywords:Securitiescompanies,Marketing,Strategy目录本科论文前言................................................................................................................................11我国证券公司的发展现状分析..............................................................................................31.1证券公司主要业务的构成...........................................................................................31.2证券公司的利润降低，PB业务趋于发展。.............................................................41.3鼓励并购的同时，加强IPO审核力度.......................................................................41.4衍生品市场日趋成熟，期货子公司发展迅速...........................................................52证券公司经纪业务营销现状..................................................................................................62.1客户服务分析...............................................................................................................62.2佣金情况分析...............................................................................................................62.3客户推展情况分析.......................................................................................................62.4证券行业的竞争分析...................................................................................................62.4.1现有竞争对手分析............................................................................................62.4.2潜在进入者的威胁............................................................................................72.4.3替代品的威胁.............................................................................
