【正文】 oking 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)。 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(xiāo)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。營(yíng)銷(xiāo)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(xiāo)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。隨著知識(shí)經(jīng)濟(jì)時(shí)代的到來(lái)，作為營(yíng)銷(xiāo)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(xiāo)、心理營(yíng)銷(xiāo)、文化營(yíng)銷(xiāo)與伙伴營(yíng)銷(xiāo)給予更多的關(guān)注。提出內(nèi)部營(yíng)銷(xiāo)與營(yíng)銷(xiāo)信息系統(tǒng)需要盡快改善。在全面分析服務(wù)營(yíng)銷(xiāo)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(xiāo)過(guò)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(xiāo)組合策略。 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(xiāo)戰(zhàn)略是證券經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷(xiāo)戰(zhàn)略的最佳選擇。 第三部分對(duì)證券經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷(xiāo)概念做出界定并分析了TT證券經(jīng)紀(jì)營(yíng)銷(xiāo)的現(xiàn)狀，提出了改進(jìn)證券經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷(xiāo)策略的基本思路。 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(xiāo)的目的和意義。 要從根本上提高券商經(jīng)紀(jì)業(yè)務(wù)的營(yíng)銷(xiāo)能力，關(guān)鍵是從營(yíng)銷(xiāo)策略的角度來(lái)規(guī)劃和實(shí)施營(yíng)銷(xiāo)行動(dòng)。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?。.犯 ，…。.....................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(xiāo)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(xiāo)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(xiāo)戰(zhàn)略二，.................................................23 .......................................................................................................23 ................................................................................................24 ................................................................................................26 ….....................................................................................28 ...............................................................................................30 .....……。TT證券經(jīng)紀(jì)業(yè)務(wù)營(yíng)銷(xiāo)策略研究目錄摘要..............................................................................................................................3ABSTRACT.....................................……。..........................................……，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(xiāo)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..........