【作者】 李涛；

【导师】 朱慧明； 陈石刚；

【作者基本信息】 湖南大学 ， 工商管理硕士（MBA）（专业学位）， 2020， 硕士

【摘要】 随着国内证券公司价格战愈演愈烈,市场佣金水平不断下滑;同时中国金融市场对外开放不断深入,中国证监会取消外资持股国内券商比例限制后,外资金融机构将加速布局中国。在激烈的竞争环境下,财富证券公司也面临着核心客户流失、客户满意度下降等诸多压力,公司迫切需要站在更高视角上,通过更有效的服务营销方式和客户建立起互动、双赢的关系。基于上述背景,本文以财富证券公司为研究对象,以融资融券业务为例,深入研究服务营销策略改进方案。首先根据公司融资融券业务服务营销策略现状,结合内外部环境客观分析出服务营销存在的问题,运用SWOT分析找到业务未来发展方向,为策略优化奠定基础;然后根据财富证券公司融资融券业务发展战略,以4R服务营销策略为理论基础,结合行业优秀案例,从关联、反应、关系和回报四个维度全面梳理优化服务营销策略;最后,为保障服务营销策略优化能顺利实施,制定了相关的实施步骤及实施保障措施,并对实施效果进行了初步评估。通过研究表明,财富证券公司虽然面临众多竞争压力,但只要紧密联系客户、提高对市场的反应速度、重视与客户的互动关系以及注重客户回报,与客户形成良好的长期合作关系,将增强公司的竞争力,提升客户满意度。更多还原

【Abstract】 With the increasing price war of domestic securities companies,the market commission level has been declining;At the same time,China’s financial market continues to deepen its opening to the outside world.After China Securities Regulatory Commission lifts the limit on the proportion of foreign equity in domestic securities companies,foreign financial institutions will accelerate their layout in China.In the fierce competitive environment,Fortune Securities Company is also faced with the loss of core customers,customer satisfaction decline and other pressures,the company urgently needs to stand on a higher pers pective,through more effective service and marketing methods to establish an interactive and win-win relationship with customers.Based on the above background,this paper takes Fortune Securities Company as the research object,and takes margin and short selling business as an example to further study the improvement plan of service marketing strategy.Firstly,according to the current situation of the company’s service marketing strategy of margin and short selling business,combining the internal and ex ternal environment,objectively analyze the existing problems of service marketing,and use SWOT analysis to find the future development direction of the business,laying a foundation for strategy optimization.Then according to the development strategy of margin and short selling business of Fortune Securities Company,based on the 4R service marketing strategy as the theoretical basis,combined with excellent cases of the industry,comprehensively sorted out and optimized the service marketing strategy fr om the four dimensions of relevance,response,relationship and return.Finally,in order to ensure the smooth implementation of service marketing strategy optimization,relevant implementation steps and implementation safeguard measures are formulated,and the implementation effect is preliminarily evaluated.Through study,Fortune Securities Company although many competition pressure,but as long as the close contact customer,improve the reaction speed,focus on market and customer interaction,and focus on customer returns,form a good long-term cooperative relations with customers,will enhance the competitiveness of the company,improve customer satisfaction.更多还原