【正文】 e 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(wèn)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)。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。提出內(nèi)部營(yíng)銷與營(yíng)銷信息系統(tǒng)需要盡快改善。 第四部分通過(guò)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。 第一部分介紹了選題背景和開(kāi)展證券經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷的目的和意義。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(kāi)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?！⒍?。.....................41弓}言..........................................................................................................................6 ............................................................................................................6 .............................................................6 …..........................................................................7 ….............................................................................................82證券經(jīng)紀(jì)業(yè)務(wù)理論綜述….........................................................................................11 ...............................................................................................11 ................................................................................................11 ................，.. ..................................................................11 ..................................................................................................123 TT證券經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷現(xiàn)狀分析二，............................................................................14 ...........................................................................................14 .......................................................................15 ........................................................................................15 ，.........................................................................16 ….......................................................17 TT證券經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷問(wèn)題的原因分析.............................................................19 ......................................................................20 ..........................................................20 ............................................................................224加強(qiáng)市場(chǎng)細(xì)分，制訂正確的經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷戰(zhàn)略二，.................................................23 .......................................................................................................23 ................................................................................................24 ................................................................................................26 ….....................................................................................28 ...............................................................................................30 .....……。..........................................……，二。二、。.犯 ........................................................................34 I山東大學(xué)碩士學(xué)位論文 …......................................................................... 355改進(jìn)經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷組合策略.................................................................................... 37 ....................................................................................37 (服務(wù))策略，從單純的通道服務(wù)向理財(cái)增值服務(wù)轉(zhuǎn)變........ 37 ，實(shí)施差別化定價(jià)策略，并以服務(wù)支撐價(jià)差....................42 ，大力發(fā)展非現(xiàn)場(chǎng)交易并建立廣泛的戰(zhàn)略聯(lián)盟................ 45 ，選擇合適的促銷模式，并保持分散促銷向整體營(yíng)銷方向 發(fā)展.........................................................................................................................47 .............................................................................................. 48 ，由不關(guān)注客戶或過(guò)分關(guān)注客戶向客戶與員工并重、 外部營(yíng)銷與內(nèi)部營(yíng)銷并存發(fā)展............................................................................. 49 ，由過(guò)分渲染自我向關(guān)注客戶利益方向轉(zhuǎn)變，將無(wú)形 產(chǎn)品有形化與可視化............................................................................................. 53 ，力求服務(wù)過(guò)程規(guī)范化，服務(wù)環(huán)節(jié)人性化，服務(wù)提供 個(gè)性化二，.................................................................................................................. 57 ，........................................................................................ 596創(chuàng)新經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷觀念........................................................................................... 72 .............................................................................................................. 72 ............................................................................ 73 .................................................................:...... 74 …........................................................................................................... 76 ....................