淺析海通證券營(yíng)業(yè)部營(yíng)銷策略

摘   要

隨著2007年牛市的走過(guò)，我國(guó)股票市場(chǎng)一直處于一個(gè)相對(duì)低迷的環(huán)境之中，迅速由賣(mài)方市場(chǎng)轉(zhuǎn)向買(mǎi)方市場(chǎng)，曾經(jīng)場(chǎng)面火爆的各證券公司的營(yíng)業(yè)大廳如今已門(mén)前冷落。我國(guó)證券公司主要收入就是代理買(mǎi)賣(mài)證券業(yè)務(wù)收入，據(jù)中國(guó)證券業(yè)協(xié)會(huì)對(duì)證券公司2011年經(jīng)營(yíng)數(shù)據(jù)統(tǒng)計(jì)顯示，109家證券公司全年實(shí)現(xiàn)營(yíng)業(yè)收入1359.50億元，代理買(mǎi)賣(mài)證券業(yè)務(wù)凈收入688.87億元。
證券公司當(dāng)下的主營(yíng)業(yè)務(wù)依舊是經(jīng)紀(jì)業(yè)務(wù)，尤其是諸多營(yíng)業(yè)部，其利潤(rùn)來(lái)源就在于在該部開(kāi)戶的客戶交易所產(chǎn)生的傭金，如何在份額有限的市場(chǎng)當(dāng)中獲取最大量的顧客，這對(duì)于證券公司來(lái)說(shuō)是亟待解決的問(wèn)題。本文根據(jù)海通證券公司柳州營(yíng)業(yè)部的發(fā)展現(xiàn)狀，對(duì)現(xiàn)階段營(yíng)業(yè)部的營(yíng)銷狀況進(jìn)行分析，并指出現(xiàn)有的問(wèn)題和不足。然后從品牌策略、營(yíng)銷渠道策略、價(jià)格策略和經(jīng)紀(jì)人策略等方面的角度進(jìn)行分析，并對(duì)營(yíng)銷策略的制定提出建議。

關(guān)鍵詞：營(yíng)銷策略；證券市場(chǎng)；客戶資源；經(jīng)紀(jì)人

ABSTRACT
With the bull market of China in 2007 through， the stock market has been in a downturn, the rapid shift from a seller to a buyer's market, business hall of the once hot scene of the securities company is now in front of cold. Securities companies in China main source of income is business income from securities trading agency, the Securities Association of China on the securities company's 2011 operating statistics show that the 109 securities companies realize an annual sales income of 135.95 billion yuan, 68.887 billion yuan buying and selling securities business net income.
    Current main business of securities companies is still the brokerage business, especially a lot of sales department, its source of profit lies in the commission of customer transactions account in the Department, to obtain the largest number of customers in the limited share of the market, which securities companies, the problems to be solved. Based on the development status of the business department of Hai Tong Securities Company, Liuzhou, the marketing status of the business department at the present stage, and pointed out the existing problems and deficiencies. Then analyzed from the perspective of brand strategy, marketing, channel strategy, pricing strategy, and the broker strategy and marketing strategy of the proposed formulation

KEY WORDS: marketing strategy; Stock market; Customer resources; agent
目       錄

前言…………………………………………………………………………………………1
一、 證券營(yíng)銷概述…………………………………………………………………………2
（一）證券營(yíng)銷概念…………………………………………………………………2
（二）證券營(yíng)銷特點(diǎn)…………………………………………………………………2
1. 營(yíng)銷主體專業(yè)性 ……………………………………………………………2
2. 營(yíng)銷過(guò)程周期性 ……………………………………………………………2
3．營(yíng)銷對(duì)象特定性 ……………………………………………………………3
（三）證券營(yíng)銷的必然性……………………………………………………………3
1．證券市場(chǎng)的發(fā)展 ……………………………………………………………3
2．風(fēng)險(xiǎn)的防范 …………………………………………………………………3
3．投資者的需求變化 …………………………………………………………3
二、海通證券柳州營(yíng)業(yè)部存在的問(wèn)題……………………………………………………4
    （一）知名度待提高…………………………………………………………………4
    （二）內(nèi)部環(huán)境需改善………………………………………………………………4
    （三）產(chǎn)品與價(jià)格問(wèn)題………………………………………………………………4
   （四）營(yíng)銷渠道待拓展………………………………………………………………5
   （五）營(yíng)銷人才缺乏…………………………………………………………………5
   （六）客戶維護(hù)工作待加強(qiáng)…………………………………………………………5
三、海通證券柳州營(yíng)業(yè)部營(yíng)銷策略優(yōu)化…………………………………………………6
（一）硬件設(shè)施投入策略……………………………………………………………6
（二）宣傳策略………………………………………………………………………6
1. 增加銀行駐點(diǎn)數(shù) ……………………………………………………………6
2. 提高營(yíng)業(yè)部招牌醒目度 ……………………………………………………7
3. 加大廣告資金投入 …………………………………………………………7
4. 加快“股民學(xué)堂”開(kāi)辦進(jìn)程 ………………………………………………8
   （三）產(chǎn)品與價(jià)格策略………………………………………………………………8
（四）渠道策略………………………………………………………………………9
（五）人才策略………………………………………………………………………9
        1.經(jīng)紀(jì)人策略……………………………………………………………………9
        2.客戶經(jīng)理策略 ………………………………………………………………10
   （六）客戶維護(hù)策略 ………………………………………………………………10
       1. 展現(xiàn)優(yōu)勢(shì)……………………………………………………………………10
       2. 加強(qiáng)客戶聯(lián)系………………………………………………………………10
       3. 提供專業(yè)化服務(wù)……………………………………………………………11
結(jié)束語(yǔ) ……………………………………………………………………………………12
致謝 ………………………………………………………………………………………13
參考文獻(xiàn) …………………………………………………………………………………14