XX证 券哈尔滨营业部营销策略研究工商管理专业论文.docxVIP

哈尔滨工业大学工商管理硕士学位论文 哈尔滨工业大学工商管理硕士学位论文 - - II - Abstract Since the development of the Chinese capital market economy in the nearest 17 years, this market is becoming complete with each passing day. With the constantly broadened market scale, Chinese capital market economy is becoming one of the most active area of capital transaction and the most important part of the world’s capital market. However, complex factors f orce securities companies’ changeover from waiting customers to be active in marketing and promotion to the customers such as the accumulating step of QFII entering domestic market, the dramatically change of stock index in recent years, the increasing num ber of securities companies, the release of the new polices. Therefore, Securities Company must form the awareness of marketing strategy and be active in order to keep ahead in the fierce competition. This study is based on the XX Securities Company, Our r esearch applied these three steps: asking question, detailed analysis, and operation. We will list the subject of the paper, and the purpose of the subject by describing each step of the development of the XX Securities Company Harbin Branch, but also we can clarify the structure and the organization of the paper. Based on the detailed analysis of the securities industry and the department of the securities industry, specially the cross reference of the development of the nation and the international securities industry, we may clarify the structure of the securities industry. When we study the XX Securities Company Harbin Branch, we employ the ―7P‖, ―PEST‖, and ―SWOT‖. The study mainly focuses on four factors: marketing strategic positioning, marketing team building, the reformation of marketing concept, differential marketing in segment market. The management approach and future development of these four factors are analyzed in order to find out a countermeasure that can solve the choke point problem when pursuing consistent gains. Key words: securi