中小券商服务营销策略研究——以A证券公司为例

随着国内证券经纪业务的不断发展，证券市场的从业人员、投资者以及市场品种快速增加，业务竞争不断加剧。在此背景下，证券公司的营销意识和服务意识有极大的提升，表现为营销模式和服务模式的转型。营销模式转型就是变“坐商”为“行商”，通过组建专业的经纪业务营销队伍，主动走出去寻找目标客户。服务模式转型就是经纪业务在为客户提供交易通道服务的同时，为客户提供专业化、差异化、个性化的投资咨询等增值服务，为客户提供有针对性的、适合投资者需求的各种金融产品配置与销售的服务，进而为投资者提供全方位的财富管理服务，做到以服务促营销。这两方面的重大转变，不仅有利于提升证券公司的核心竞争力，也有利于提升证券行业相对其他金融行业的竞争力。因此，进一步增强服务营销意识，加强服务营销策略分析是证券公司在竞争中立于不败之地的重要途径。
在中国证券经营机构的组织体系中，中小证券公司发挥着不可替代的作用，其存在有其合理的必然性。而目前中小证券公司受净资本规模偏小的影响，难以获取各类创新业务资格，未来生存和发展空间狭小。因此，中小券商的发展一定要从实际出发，不能盲目追求扩大规模、全方位发展，而应结合自身的实际情况，找准自身的合理定位，争取在某一类业务领域或某一区域形成差异化优势。而确立差异化优势的重要手段离不开服务营销能力的全方位提高。市场竞争的白热化是推动中小证券公司服务营销变革的外部压力，客户需求的多样化是推动中小证券公司服务营销变革的内在动力，
本文旨在探求中小证券公司收益最大化的经纪业务服务营销策略与方案。文中选取了A证券公司作为研究对象，通过对A证券公司经纪业务服务营销工作的实践调查和分析，从市场细分、市场定位入手，进行针对其服务营销策略改进的探索。该项研究结合A证券公司经纪业务服务营销工作的实际情况，构建了证券服务营销的基本方法和手段，可对其他中小证券公司的服务营销策略制定及服务营销能力提高提供一定的参考借鉴作用。
本文是一项有关业务描述性研究，全文共分为六章：第一章为绪论，介绍本文的研究背景、意义、范围、以及研究方法与研究框架；第二章主要介绍本论文所涉及的理论和概念，为研究工作的展开奠定理论基础；第三章主要分别介绍和分析了中美证券经纪业务营销发展阶段及模式，以及我国证券经纪业务服务营销现存问题。第四章针对A证券公司内外部环境进行分析及服务营销现状的揭示。第五章主要以A证券公司经纪业务发展战略为目标，提出了服务营销7Ps的改进策略。第六章通过从服务质量管理和服务失败和补救管理入手，提出了针对A证券公司相应的改进方法。最后为本文的结束语，指出了本文研究的创新点和不足之处，以及进一步的研究方向。

关键词：A证券公司  证券经纪业务  7Ps服务营销组合  服务质量   服务失败与补救

ABSTRACT

With the domestic securities brokerage business continues to develop the securities market practitioners, investors and market varieties of rapid increase in business competition intensified. In this context, the securities company's marketing awareness and sense of service has greatly enhanced the performance of marketing models and service models for the transformation. Marketing model transformation is a change "shopkeeper" to "salesmen," the brokerage business by creating professional marketing team, take the initiative to find out target customers. Service model transformation is the brokerage business in the trading channel to provide customers with services, while providing customers with specialized, differentiated, personalized investment advisory and other value-added services, providing customers with targeted Investor demand for a variety of product configuration and sales of financial services, and thus provide investors with a full range of wealth management services, so as to serve and promote marketing. Significant changes in these two areas will not only help to enhance the core competitiveness of securities companies, but also conducive to upgrading the securities industry, relative to other financial sector's competitiveness Therefore, further enhance the service marketing awareness, strengthen service marketing strategy analysis is an important way for securities company in an invincible position in the competition.
Securities in China, the organization system, small and medium business played an irreplaceable role, its existence has a rational necessity. At present, small net capital of securities companies by the small-scale effects, it is difficult to obtain various types of innovation and business qualifications, the future survival and development will be a very restricted space. Therefore, the development of small and medium business must proceed from reality, can not blindly pursue expansion of the scale, all-round development, but should be combined with their own actual situation, identify the reasonable position themselves to strive for a certain type of business in the field or the formation of a regional difference in Advantage. The advantages of establishing an important means of differentiation is inseparable from a full range of services to improve marketing capabilities. Intense market competition is to promote medium and small securities company”s marketing external pressure for change, diversification of customer needs is to promote medium and small securities company’s marketing internal motivation for change.
This article aims to explore the small and medium companies maximize the services marketing strategy and programs on the securities brokerage business. A securities firms in paper was selected as the research object, through the A securities company's brokerage business services marketing practice investigation and analysis, from the market segmentation, market positioning start to explore in improving service marketing strategy. The study combined the actual situation of A securities brokerage business in services marketing to build the basic method and means of seurity service marketing .it can provide a reference approach for other small and medium companies to develop servoce marketing strategy and to enhance the servoce marketing capabilities.
This article is a descriptive study of the business. paper is divided into six chapters: the first chapter of Introduction to introduce the research background of this article, meaning, scope, and research methods and research framework; second chapter focuses on the theory covered in this paper and concepts for research laid the theoretical foundation for the commencement of work; third chapter describes and analyzes the major difference between the Sino-US securities brokerage business marketing stages of development and mode, as well as China's securities brokerage business services marketing existing problems. Chapter IV A securities company for internal and external environment analysis and reveal the status of services marketing. Chapter V mainly put forward the improvement of services marketing 7Ps strategy as a goal of A securities company brokerage business development strategy. Chapter VI from the service quality management and service management failures and remedies made the corresponding enhancement method for A securities company. Finally, concluding remarks of this article points out the innovations of this study point and inadequacies, and further research direction.

Key Words: A securities company, securities brokerage, 7Ps service marketing mix,   service quality,  service failure and remady

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