新形势下证券公司营业部经营策略研究.doc

新形势下证券公司营业部经营策略研究 摘要：本文分为五章。第一章为绪论。介绍了研究背景及意义以及国内外研究现状。第二章分析了我国证券营业部的发展现状。第三章对新形势下证券营业部面临的主要问题进行了分析。首先对证券营业部经营环境进行了分析，认为证券公司创新发展的制度环境明显优化，中国股市的制度环境和投资者结构都有了一定的改善。其次对新形势下证券营业部面临的主要问题进行了探讨。本文认为新形势下证券营业部面临的主要问题有：证券营业部整体竞争力偏弱、证券公司的风险控制能力面临挑战、同业竞争加剧对营业部的影响、市场化趋势下,行业壁垒和垄断结构被打破,竞争日益激烈。第四章以浙商证券营业部为例进行了案例分析。首先对浙商证券营业部进行了概况，其次对浙商证券营业部进行了SWOT分析，然后对浙商证券营业部营销现状进行了分析，最后对浙商证券营业部提出了营销建议：分析市场机会，选择目标市场；确定市场营销策略。第五章对新形势下我国证券营业部发展策略提出了意见：（一）内部管理优化调整；（二）建立以营销为中心的内部环境；（三）拓展多张业务创造经营特色；（四）业务产品创新，提升行业竞争；（五）依靠市场主体，降低风险；（六）改善我国证券经营机构发展环境；（七）变革经营模式，开辟新利润源。 关键词：新形势；证券营销部；经营改革 Study on the strategy of business department of securities company under the new situation Abstract:This paper is divided into five chapters. The first chapter is introduction. This paper introduces the background and significance of research and the research status at home and abroad. The second chapter analyzes the current situation of the development of securities business in china. The third chapter analyzes the main problems facing the new situation of the securities business department. The first of the securities business department business environment analysis, that the institutional environment innovation development of the securities company obvious optimization, system environment Chinese stock market and investors have improved. Secondly, the discussion on the main problems facing the new situation of the securities business department of. This paper argues that the main problems facing the new situation of the securities business department: risk control ability weak overall competitiveness of securities business department, securities companies face challenges, industry competition, the business department of the market trend, industry barriers and monopoly structure is broken, the increasingly fierce competition. In the fourth chapter, Zhejiang securities business department as an example. Firstly, Zhejiang securities business department of the profile, then has carried on the SWOT analysis to Zhejiang secu