华安证 券经纪业务营销策略研究-工商管理专业论文.docxVIP

Research Research on the marketing tactics of Huaan Securities CO．，LTD Brokerage Business ABSTRACT Nowadays the competitive environment of Chinese securities brokerage business has fundamentally changed，the securities brokerage business has already entered a marketing era．Compared with foreign securities eompany．our SeCurities company still remains a lot of Preblems such as marketing pattern，system of marketing organization and single—marketing method．At present．our securities companies should berrow external experiences for rerefence。reform marketing pattern． optimize marketing system，formulate corresponding marketing tactics， and rapidlY sharpen its key competitive ability．This thesis is intended to study brokerage marketing tactics． based on research into securities brokerage marketing of HUAAN SECURITlES CO．LTD fHereinafter called HUAAN)．BY studying the practical situations of HUAAN Securities brokerage business．it hops to adopt modern marketing theory to deeply analyze strategY of HUAAN securities brokerage．and to further work out feasible marketing strategy for securities brokerage． which will improve operation and management of HUAAN Securities and serve as guidance to improve its marketing． The thesis consists of six chapters．Chapter one is an introduction to the thesi s。introducing the background，the researeh method and the goal it’s supposed to reach．Chapter two summarizes the theory of certain securities marketing at home and abroad．which can be used for refercnce． Chapter three analyzes the current conditions of China securities brokerage marketing service．explain the feature of our current securities marketing and now usual forms of operation and strategY in our company． Chapter four is about the conditicus and the main existing problems of HUAAN securities brokerage marketing．It’s demonstrated by the research methods of BGG matrix．CRM．and S WOT whieh is aim to analyze deeply the existing problems in course of HUAAN securities brokerage marketing．