XX 证券公司作为成长于天津的一家本土证券企业，随着近几年天津证券行
业市场竞争的不断加剧，如何快速利用既有竞争基础抢占渠道控制、增强本土市
场竞争力就成为摆在企业面前亟待解决的现实问题。有鉴于此，本研究结合营销
渠道理论，就如何优化 XX 证券公司营销渠道进行针对性研究。本研究首先分析
和介绍了证券营销渠道相关理论，并在此基础上就 XX 证券公司营销渠道现状、
存在的问题以及原因进行了分析。之后，就 XX 证券公司优化策略进行了研究，
包括针对 XX 证券公司未来外部机遇和挑战、内部优势和劣势的分析，并基于此
构架了 SWOT 分析框架，并提出了促进渠道优化的目标和原则，最终确立了营
销渠道机构，包括多层次、多产品、上下联动、混业经营等策略。最后本研究就
如何具体完善营销渠道提出了详细建议：加强渠道联盟建设、推进渠道整合、降
低建设成本、强化实体网点管理和成员管理等，同时提出了要从营销理念创新、
产品创新、组织保障、人才保障和资金保障等方面提出相关配套建议
本研究针对 XX 证券公司的相关研究成果和结论对于其他证券公司而言也
具有一定的参考和借鉴价值，对于推动我国证券行业营销渠道控制、提升行业整
体竞争实力也具有一定的参考意义
关键词：证券公司，营销渠道，渠道结构III
ABSTRACT
In recent years, with the prosperity and rapid development of China&39;s financial
market, various types of financial institutions have sprung up. The securities industry
as an important part of China&39;s financial industry, the securities company has always
been the core strength of the industry, in the China financial market especially play a
key role to replace the direct financing market, the healthy development of the capital
market Chinese also play an important role in the precious. However, with the reform
of the stock issuance system in China, and the deepening of the national financial
policy adjustment, the securities industry is gradually from monopoly to the height of
the market competition, forcing the securities company must establish a
market-oriented business philosophy, business model innovation, strong marketing
channel competitive advantage based control to foster differentiated.
XX securities company as a local securities companies grew up in Tianjin, in
recent years, Tianjin securities industry market competition intensified, how to
quickly use both basic competition to seize the channel control, and enhance the local
market competitiveness has become the urgent problem to be solved in front of
enterprises. In view of this, this study combined with the theory of marketing channel,
on how to optimize the XX securities company marketing channels for targeted
research. This study first analyzes and introduces the theory of the securities
marketing channels, and on this basis, the XX securities company marketing channels
of the current situation, the existing problems and the reasons for the analysis. After
the XX securities company optimization strategy is studied, including the XX
securities company future external opportunities and challenges, analysis of internal
strengths and weaknesses, and based on this framework the SWOT framework, and
put forward the objectives and principles of channel optimization, finally established
marketing channels, including multi-level and multi products the upper and lower
linkage, mixed operation strategy. At the end of the study on how to improve the
specific marketing channels put forward detailed suggestions: strengthen the channel
alliance building and promoting the integration of channels, reduce the cost of
construction, strengthen the management of physical outlets and member management,IV
and put forward the related suggestions from the aspects of marketing concept
innovation, product innovation, organizational security, security personnel and
funding.
This study is aimed at XX securities company&39;s related research results and
conclusions also have some reference value for other securities companies, for the
promotion of China&39;s securities industry marketing channel control, improve the
overall competitiveness of the industry also has certain reference significance.
Key words: securities company; marketing channel; channel structureV
目 录
摘要........I
ABSTRACT ...III
目录.......V
第 1 章 绪论....1
1.1 研究背景与研究意义1
1.1.1 研究背景........1
1.1.2 研究意义........2
1.2 研究内容和研究方法3
1.2.1 研究内容........3
1.2.2 研究方法........4
1.2.3 研究创新........4
第 2 章 相关理论综述7
2.1 营销渠道相关理论....7
2.1.1 营销渠道发展及定义7
2.1.2 营销渠道的类型........8
2.1.3 营销渠道设计影响因素........8
2.2 服务营销定义及特征9
2.2.1 服务的定义及特性....9
2.2.2 服务营销的定义和内容......10
2.2.3 服务营销的特征......11
2.3 国内外研究现状......11
2.3.1 国外研究现状..........11
2.3.2 国内研究现状..........12
第 3 章 XX 证券公司营销渠道现状及问题分析...15
3.1 XX 证券公司简介 ...15
3.1.1 公司成立情况..........15
3.1.2 公司组织结构图......15
3.1.3 业务经营情况..........17
3.2 XX 证券公司营销渠道现状及问题分析 ...19VI
3.2.1 XX 证券公司营销渠道现状 .......... 19
3.2.2 XX 证券公司营销渠道问题 .......... 22
第 4 章 XX 证券公司营销渠道优化策略..25
4.1 XX 证券公司营销渠道环境分析.........
。。。以上简介无排版格式，详细内容请下载查看
==>>