【作者】 李亮；

【导师】 胡正明；

【作者基本信息】 山东大学 ， 工商管理（专业学位）， 2013， 硕士

【摘要】 经纪业务是国内证券公司的重要业务,经纪业务收入经常占到证券公司收入的一半以上。在佣金自由化以后,国内券商经纪业务之间的竞争不断加剧,特别是2007年牛市行情之后,券商都忙于新建营业部抢占市场,营业网点的大量增加导致佣金价格战愈演愈烈,证券经纪业务的竞争达到了前所未有的激烈程度。在充分竞争的环境中,证券公司提供的服务和产品严重同质化,而且证券经纪业务的收入过分依赖市场行情,“靠天吃饭”的局面没有得到改善。随着证券经纪业务的激烈竞争,股票佣金费率不断下降,证券公司的收入也随之下降,证券行业的发展遇到了极大的瓶颈。2012年中国证监会新任主席郭树清上任后,大力推进证券公司业务创新,并推动了相关法律法规的修订。本文以HT证券经纪业务为研究对象,研究通过细分市场和目标市场选择,解决HT证券经纪业务目前客户结构单一、产品及服务同质化的问题,可以丰富相关理论的应用研究。HT证券是国内大型国有上市券商,营业部网点数量和股基市场份额排名居前,具备良好的存量客户资源。本文通过研究HT证券经纪业务所面临的宏观环境、行业环境和企业内部条件,提出通过按资产和风险偏好细分个人客户、按股份性质细分机构客户,针对不同客户群体的需求提供相应的服务和产品,以实现差异化营销和服务。通过营销中低风险偏好的个人客户、营销大小非客户,改善客户结构,增加非通道业务收入。本文共分六章。第一章“导论”介绍了本文的选题背景和研究意义,研究方法和创新点,以及论文的主要研究思路。第二章“相关理论综述”对论文中所用的相关理论进行了介绍,包括证券经纪业务营销理论、市场细分和目标市场理论。第三章“HT证券经纪业务营销现状及问题分析”对HT证券整体进行了介绍,分析HT证券经纪业务营销的现状和目标市场存在的主要问题。第四章“HT证券经纪业务市场细分”首先分析了HT证券经纪业务的营销环境,然后明确了细分市场的目的和标准,最后将客户分为个人客户和机构客户,按资产和风险偏好细分个人客户,按股份性质细分机构客户。第五章“HT证券经纪业务目标市场选择及实施”主要对HT证券经纪业务细分市场进行了评估,包括个人细分市场的评估和机构细分市场的评估,分析了影响目标市场选择的因素,并最后确定各个细分市场的营销策略。第六章“结论与展望”对本文的研究观点进行了阐述,并指出研究的不足之处。更多还原

【Abstract】 The brokerage business is the main business of the domestic securities companies and brokerage income often account for more than half of the income of the securities companies. After the liberalization of brokerage commission, as the competition in the domestic brokerage intensifying, especially after the2007bull market, brokers are busy building the new business department to occupy the market, the number of business department large increasing lead to commission price war intensified competition in the securities brokerage business reached an unprecedented intensity. In a fully competitive environment, the services and products offered by securities company serious homogenization, and securities brokerage income undue reliance on the securities market."Dependent on Heaven for food", it has not improved.With the intense competition of the securities brokerage business, the stock commission rates keep to decline, the Securities company profit also declined, the securities industry came across adversity. After took office in2012, Guo Shuqing who is the new chairman of the China Securities Regulatory Commission, vigorously promote the innovation of the securities business and the modification of relevant laws and regulations. Based on HT securities brokerage business as the research object, research through the market segments and target market selection, resolving the HT securities brokerage business problems of single customer structure and homogeneous products and services for the customers, can enrich the application of related theory research.HT Securities is a domestic large-scale state-owned listed brokerage, the number of the business department and the market share of the stock ranking on the top of the industry, and it has a good stock of customer resources. In this paper, by studying the HT securities brokerage business facing the macro environment, industry environment and internal conditions, put forward individual customers by subdivision by assets and risk preferences, according to stock property institutional client segment, according to the need of different customer groups to provide the corresponding services and products, in order to realize the differentiation marketing and service.Through marketing low risk preferences of individual customers, the founds of the customer, improve customer structure, increase the others business income.The paper is divided into six chapters.Chapter1describes the research background and significance, research methods and innovation, and the main research ideas. Chapter2introduce the relational theories, include securities brokerage business theories, market segment theories and target market theories.Chapter3introduce the HT securities brokerage overall conditions, analysis the present situation and target market selection problems of the HT securities brokerage business market.Chapter4first analyzes HT securities brokerage business marketing environment, then make market segments goals and standards clearly, divide customers into individual and institutional clients, according to asset and risk appetite segment individual customer segments, according to the nature of shares segment institutional clients. Chapter5evaluated the HT Securities business segment markets, analysed the influencing factor, and confirm the marketing strategy. Chapter6described the research point of this paper, and pointed out the inadequacies of the study.更多还原