市场营销专业毕业论文--金融营销研究-以中设证券为例.docVIP

摘 要 随着我国金融市场与国际的接轨以及WTO的加入，国内金融行业的竞争已经越来越激烈。各金融机构正在积极的探索一条新的能够适应现今社会发展趋势的营销道路，努力适应市场变化，主动出击，由价格竞争阶段迅速转入服务竞争阶段，由传统的通道提供者转变为客户资源开发和服务中心，各金融机构在客户服务的基础上，纷纷建立起健全的客户服务体系和客户管理机制，从而为主要客户提供系统完善的服务。 本文首先介绍金融营销的定义以及其发展过程，接着分析目前金融营销在我国国内的现状以及发展对策，最后本文将从证券公司的营业部入手，通过采用观察法，询问法以及网上资料的查阅，研究对象在不同发展阶段的营销方式，比较现如今采取的营销方式与原来所采取的营销方式的差距，得出现如今营销方式的优势。论文还说明了证券公司当前的经营策略，应重视与加强金融营销，尤其是弥补规模与实力的竞争优势，提高竞争力，以此来进一步强调说明对于现今社会的金融机构而言，金融营销在整个企业发展中的重要性。 关键词：金融营销；服务竞争；金融创新 Abstract As financial market with international standards And WTO accession in China, competition in the domestic financial sector has become increasingly fierce. The financial institutions are actively exploring a new trend of social development to adapt to todays marketing, Efforts to adapt to market changes, to take the initiative, by the price competition stage into service competition stage quickly, change the Channel providers from the traditional into resources development and customer service centers, The financial institutions on the basis of customer service, has established a sound customer service system and customer management system, so as to provide the better service to the VIP. This article first introduces the basic definition of financial marketing and its development process, then analysis of the current financial market in the countrys domestic situation and development strategies, finally, department from the securities companys business, through the use of observation, inquiry method, and online information access, research objects in different stages of development marketing, and todays marketing methods compared to the original approach taken by the gap between marketing, obtain the advantages of marketing. The paper also describes the operation of the securities companys current strategy, should pay attention to and strengthen the financial market, especially to compensate for size and strength of the competitive disadvantage. So as to improve competitiveness. In order to emphasize that the present financi