【正文】 證券經(jīng)紀(jì)業(yè)務(wù)收入在證券公司營(yíng)業(yè)收入中的比重達(dá)到40%以上，它是券商實(shí)現(xiàn)穩(wěn)健經(jīng)營(yíng)的最重要的基石。然而，隨著浮動(dòng)傭金制度和證券市場(chǎng)對(duì)國(guó)際逐步開放等措施實(shí)施，券商之間競(jìng)爭(zhēng)日益激烈，傳統(tǒng)的經(jīng)紀(jì)業(yè)務(wù)模式面臨嚴(yán)峻挑戰(zhàn)，券商如何擺脫經(jīng)紀(jì)業(yè)務(wù)的經(jīng)營(yíng)困境，成為一個(gè)重要的研究課題。在這種情況下，如何增強(qiáng)券商的營(yíng)銷意識(shí)，培養(yǎng)券商營(yíng)銷能力，改進(jìn)經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷策略，從而增強(qiáng)券商的核心競(jìng)爭(zhēng)力，就顯得格外重要，這也是本文的立意所在。 要從根本上提高券商經(jīng)紀(jì)業(yè)務(wù)的營(yíng)銷能力，關(guān)鍵是從營(yíng)銷策略的角度來規(guī)劃和實(shí)施營(yíng)銷行動(dòng)。因此，本文力圖把理論和實(shí)際結(jié)合起來，遵循提出問題一分析問題一解決問題的研究思路，運(yùn)用服務(wù)營(yíng)銷的有關(guān)理論，對(duì)TT證券經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷策略進(jìn)行一次系統(tǒng)研究。 第一部分介紹了選題背景和開展證券經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷的目的和意義。 第二部分介紹了服務(wù)產(chǎn)品及服務(wù)營(yíng)銷的基本理論和國(guó)內(nèi)外研究現(xiàn)狀。 第三部分對(duì)證券經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷概念做出界定并分析了TT證券經(jīng)紀(jì)營(yíng)銷的現(xiàn)狀，提出了改進(jìn)證券經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷策略的基本思路。即對(duì)營(yíng)銷戰(zhàn)略、營(yíng)銷組合策略、營(yíng)銷觀念的改進(jìn)，此后的幾部分是對(duì)改進(jìn)策略的重點(diǎn)闡釋。 第四部分通過市場(chǎng)細(xì)分和市場(chǎng)定位，提出了差異化營(yíng)銷戰(zhàn)略是證券經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷戰(zhàn)略的最佳選擇。 第五部分討論了營(yíng)銷組合策略。在全面分析服務(wù)營(yíng)銷7P組合策略的基礎(chǔ)上，指出只有認(rèn)識(shí)到服務(wù)營(yíng)銷過程中各組合要素功能和規(guī)律的情況下，券商才有可能形成適應(yīng)客戶需求、領(lǐng)先競(jìng)爭(zhēng)對(duì)手的營(yíng)銷組合策略。并對(duì)如何改進(jìn)服務(wù)遞送體系進(jìn)行剖析。提出內(nèi)部營(yíng)銷與營(yíng)銷信息系統(tǒng)需要盡快改善。 第六部分論述了創(chuàng)新經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷觀念。隨著知識(shí)經(jīng)濟(jì)時(shí)代的到來，作為營(yíng)銷活動(dòng)思維和行動(dòng)的指導(dǎo)，券商應(yīng)該對(duì)知識(shí)營(yíng)銷、心理營(yíng)銷、文化營(yíng)銷與伙伴營(yíng)銷給予更多的關(guān)注。 第七部分為結(jié)論和建議 本文主要運(yùn)用服務(wù)營(yíng)銷理論，重點(diǎn)探討改進(jìn)TT證券經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷策略的措施和建議。營(yíng)銷理論運(yùn)用到證券領(lǐng)域的時(shí)間并不是很長(zhǎng)，而營(yíng)銷理論在證券經(jīng)紀(jì)業(yè)務(wù)的運(yùn)用更幾乎是一個(gè)空白。本文在查閱大量中外資料的基礎(chǔ)上，通過一定的 實(shí)地調(diào)研，對(duì)營(yíng)銷理論在TT證券經(jīng)紀(jì)業(yè)務(wù)中的應(yīng)用進(jìn)行了初步的研究，希望能夠拋磚引玉，為今后這方面的研究提供借鑒。 關(guān)鍵詞:TT證券證券經(jīng)紀(jì)業(yè)務(wù)券商差異化營(yíng)銷策略山東大學(xué)碩士學(xué)位論文ABSTRACT Securities broking business, whose ine count for around 40% of the totalrevenue, is not only one of the most important business activities of securitiespanies, but also the basis on which brokers can achieve stable operation. However,with the floating of trading mission, the further openingup of securities market,the petition between securities panies is fierce at present. The traditionalsecurities broking business models are facing the serious challenges. How to walk outof the broking business difficulties is an important research topic. Under suchcircumstance, how to improve marketing consciousness and ability of securitiespany, improve broking business marketing strategy，accordingly establishessential petence considering market background and its own condition, beesmore important, and is the goal this thesis aims to reach. The key enhance the marketing ability of securities broking business is to plan andimplement the marketing activities from the strategic aspect. Therefore, this thesisstudies from theory to practice, keeping to the step of proposing problem, analyzing itand then solving it. At first, according to the market existing status, point out thedisadvantages of traditional marketing。 secondly, analyzing each factors related tomarketing strategy。 finally, establish the whole marketing strategy of TT securitiesbroking business in china. Part one, the background and research motivation on securities broking businessmarketing are analyzed. Part two, as the basic theory of securities broking marketing, service marketingtheory and the latest research on security broking business marketing are introduced. Part three, the concept of marketing is introduced into the securities brokingbusiness and the current situation of marketing researches of TT SECURITIES isreviewed.concludedSubsequently, the improved ideas of broking business marketing aresuch as marketing strategy, marketing mix policy,marketing concept,service delivery system, marketing environment etc. It is emphasized in the followingparts.山東大學(xué)碩士學(xué)位論文 Part four, according to market segmentation and market positioning analysis, thewriter draw a conclusion that differentiated marketing strategy is marketing strategytrend in securities panies. Part five, the marketing mix, including product, price, place, promotion, people,physical evidence and service process are fully analyzed. Only through learning aboutthe function and law of each mix element in the service marketing process, cansecurities panies establish the marketing tactics to satisfy the client need and getthe upper hand of the petitors. Otherwise, how to improve service delivery systemis discussed. Internal marketing and marketing information system must be improvedas soon as possible. Part six, the innovative marketing concepts are fully discussed. Securitiespanies must pay more attention to knowledge marketing, psychology marketing,partnership marketing and culture marketing in the knowledge economy age. Part seven, conclusion and suggestion. According to the service marketing theory, the emphasis of this thesis is toimprove the TT SECURITIES broking business marketing strategy, and some measuresand suggestions are designed. The marketing ideas used in the securities field have not taken a long time, and theuse of marketing theories in the securities broking business is even a blank. During thewriting of this thesis, I read lots of Chinese and foreign materials and did certainpractical investigations. It only did the primary study of the applying of servicemarketing theories in the securities broking business marketing. But I hope it can behelpful to the later studies.Key words: TT securities securities broking businessstockjobberdifferentiation marketing strategy山東大學(xué)碩士學(xué)位論文引言問題的提出.1證券經(jīng)紀(jì)業(yè)務(wù)在券商業(yè)務(wù)中的地位 證券經(jīng)紀(jì)業(yè)務(wù)是券商乃至整個(gè)證券行業(yè)生存和發(fā)展的基礎(chǔ)。 (1)經(jīng)紀(jì)業(yè)務(wù)收入構(gòu)成證券行業(yè)最重要和最穩(wěn)定的收入來源 經(jīng)紀(jì)業(yè)務(wù)的手續(xù)費(fèi)收入一般占綜合類券商營(yíng)業(yè)收入的4050%，這個(gè)比例在%，%。如果加上與經(jīng)紀(jì)業(yè)務(wù)有關(guān)的金融企業(yè)往來收入(利差收入)，經(jīng)紀(jì)業(yè)務(wù)收入占據(jù)了證券經(jīng)營(yíng)機(jī)構(gòu)總收入的70%’以上。TT證券經(jīng)紀(jì)業(yè)務(wù)收入在2003年、2004年和2005年分別占營(yíng)業(yè)收入的91%,93%和98% 2。經(jīng)紀(jì)業(yè)務(wù)收入成為證券行業(yè)最為重要和穩(wěn)定的收入來源。 (2)經(jīng)紀(jì)業(yè)務(wù)實(shí)現(xiàn)的現(xiàn)金流入是券商開展正常經(jīng)營(yíng)活動(dòng)的重要保證 健康的現(xiàn)金流是證券經(jīng)營(yíng)機(jī)構(gòu)正常運(yùn)營(yíng)的決定性因素，而經(jīng)紀(jì)業(yè)務(wù)為券商提供了巨大的現(xiàn)金流入。以TT證券2005年為例，與經(jīng)紀(jì)業(yè)務(wù)相關(guān)的代理業(yè)務(wù)、手續(xù)費(fèi)收入以及利差收入帶來的現(xiàn)金流入占總現(xiàn)金流入量的100%以上，同時(shí)，這些業(yè)務(wù)支付的現(xiàn)金流出只占總現(xiàn)金流出量的不足20%，經(jīng)紀(jì)業(yè)務(wù)的凈現(xiàn)金流入一般占總凈現(xiàn)金流入的90%3以上，其他券商的情況也大致如此。對(duì)于券商而言，經(jīng)紀(jì)業(yè)務(wù)是維持其正常運(yùn)轉(zhuǎn)的重要保證。 (3)經(jīng)紀(jì)業(yè)務(wù)為證券行業(yè)其他業(yè)務(wù)發(fā)展提供了巨大的支撐 一直以來，經(jīng)紀(jì)業(yè)務(wù)對(duì)于證券行業(yè)的重要作用，除了提供最重要、最穩(wěn)定的收入和現(xiàn)金來源以外，它直接或間接地為承銷、自營(yíng)、投資咨詢以及資產(chǎn)管理等各項(xiàng)業(yè)務(wù)提供了巨大的支持。一是證券經(jīng)紀(jì)業(yè)務(wù)因其大量的網(wǎng)點(diǎn)設(shè)置、廣泛的客戶接觸成為券商經(jīng)營(yíng)品牌形象，創(chuàng)建無形資產(chǎn)的最直接、最重要的方式。二是在經(jīng)紀(jì)業(yè)務(wù)以證券營(yíng)業(yè)部為最主要經(jīng)營(yíng)主體的經(jīng)營(yíng)模式下，證券營(yíng)業(yè)部在為廣大客戶提供交易服務(wù)的同時(shí)，也為券商各項(xiàng)業(yè)務(wù)構(gòu)筑了營(yíng)銷平臺(tái)。三是在證券行業(yè)所有的業(yè)務(wù)中，經(jīng)紀(jì)業(yè)務(wù)擁有最廣泛的客戶基礎(chǔ)。在目前證券行業(yè)普遍強(qiáng)調(diào)集約經(jīng) (2004年證券公司經(jīng)營(yíng)研究》中國(guó)證券監(jiān)督管理委員會(huì)內(nèi)部刊物zTT證券內(nèi)部資料，2003年、2004年、2005年TT公司年報(bào)aTT證券統(tǒng)計(jì)資料，2005年TT公司年報(bào)山東大學(xué)碩士學(xué)位論文營(yíng)、整合資源，以客戶為中心的形勢(shì)下，經(jīng)紀(jì)業(yè)務(wù)擁有的客戶群無疑是券商的巨大財(cái)富。在客戶資源共享的經(jīng)營(yíng)戰(zhàn)略下，經(jīng)紀(jì)業(yè)務(wù)在為其他業(yè)務(wù)開發(fā)客戶需求和為客戶提供綜合服務(wù)方面將發(fā)揮更重要的作用。 另外，經(jīng)紀(jì)業(yè)務(wù)