近 30 年以来，中国证券市场跟随中国经济的增长而快速发展，证券行业也历经多 次变迁。而 08 年以来，随着中国经济增长模式的转变，大多数行 业进入存量竞争的阶 段，证券行业也未能独善其身。由于行业竞争加剧，移动互联网的普及，证券行业的佣 金战进入白热化阶段，行业由卖方市场转入买方市场。在这种新的形 势下，券商需要尽 早调整思路，从过去以产品为中心转变为以客户为中心的思维。从企业战略，到人才培 养、科技投入到激励制度，都需要进行新的变革，并以此重构商业模式 。在新的市场环 境下，如何打造新的服务品牌，提升市场份额，确立自己的核心竞争力，是每一个证券 公司需要思考的问题。针对这一系列的问题，需要对证券公司服务营销的 转型和发展方 向进行探讨。 本文以 A 证券广东分公司为例，对分公司面临的行业环境及公司的服务营销进行了 分析。首先，从国内外服务营销的有关理论入手，分析了 STP 理 论、7Ps 理论、服务营 销理论、顾问式营销理论、资产配置理论的相关概念及发展，并对分公司的服务营销进 行了综述。其次，对分公司的外部环境，以及公司目前的现状进行 了分析，同时，分析 了分公司在行业中的竞争格局，对公司的产品类型、服务模式等几个方面进行了分析， 指出了分公司进行服务营销模式创新的必要性。再次，根据分公司目 前存在的问题，从 7PS 和顾问式营销等角度，分析和制定了分公司的服务营销策略，包括市场定位、品牌 塑造、创新业务和服务营销模式。最后，为了有助于公司发展战略的落 地，本文提出了 优化基金配置专业服务、开发专业投顾收费产品、建立专业团队、优化绩效管理制度等 保障公司服务营销策略有效实施的建议。 本文通过对分公司服务营销的研 究和相关策略的思考，对公司提升核心竞争力，获 得中长期发展动力有重大意义。 关键词：证券公司；7Ps 营销理论；服务营销策略II ABSTRACT Over the past 30 years, China's securities market has developed rapidly following the growth of the Chinese economy, and the securities industry has undergone many changes. Since 2008, with China economic growth model has transformed, Including the securities industry, the most industries became a stage of stock competition. Due to intensified market competition and the spread of the mobile internet, the war of commission in the securities industry has entered a white-hot stage. Industry transfer from seller's market to buyer's market. Under this new scale, brokerages need to adjust their thinking, from product-centric to customer-centric thinking as soon as possible. Business strategy, talent training, and technology promotion to incentive systems, and need a new revolution. thereby to transform business models. In the new market environment, how to build a new service brand, increase market share, and restore its core competitiveness is a problem that every securities company needs to think about. In view of this series of issues, it is necessary to discuss the transformation and development direction of securities company service marketing. In this paper, Guangdong Branch of A Securities Company (Company A) as an example, analyzed the industry environment facing Company A and its service marketing, First of all, starting from the relevant theories of service marketing at home and abroad, analyzed the related concepts and developments of STP theory, 7Ps theory, service marketing theory, advisory marketing theory, and asset allocation theory , and reviewed the service marketing of Company A. Secondly, it analyzed the external environment of Company A and the current status of the company. At the same time, it analyzed the competition pattern of Company A in the industry, including the several aspects of the company's product type, service model. Pointed out the necessity of service marketing model innovation of Company A. next, according to the current problems of Company A, from the perspective of 7PS and consultative marketing, analyzed and formulated the service marketing strategy of Company A, including market positioning, brand building, business innovation and service marketing models. Finally, in order to facilitate the implementation of the company's development strategy, this paper made few suggestions to ensure the company's service marketing strategy such as building a human resource system and performance incentive system, building a differentiated service brand, and increasing IT investment. This paper has a great significance to the company's promotion of its core competitiveness and the gain of medium- and long-term development momentum through the research on service marketing and think about related strategies of Company A. Keywords: securities company; The Marketing Theory of 7Ps; Service marketing strategyIII 目 录 摘 要...........................................................................................................................................I ABSTRACT .............................................................................................................................. II 图表目 录..................................................................................................................................VI 第一章 绪 论..............................................................................................................................1 1.1 研究背景及意 义.............................................................................................................. 1 1.1.1 研究背 景................................................................................................................... 1 1.1.2 研究意 义................................................................................................................... 2 1.2 文献与相关理论综 述...................................................................................................... 5 1.2.1 文献综 述................................................................................................................... 5 1.2.2 相关理论综 述........................................................................................................... 6 1.3 研究方法、思路与内 容.................................................................................................. 9 1.3.1 研究方 法................................................................................................................... 9 1.3.2 研究思路与内 容....................................................................................................... 9 第二章 A 证券广东分公司现状及存在问题分 析................................................................10 2.1 A 证券广东分公司基本情 况......................................................................................... 10 2.2 A 证券广东分公司现状分 析......................................................................................... 11 2.2.1 分公司区域业务分布情 况..................................................................................... 11 2.2.2 分公司基金及投顾业务发展现 状......................................................................... 12 2.3 A 证券广东分公司存在的问 题..................................................................................... 12 2.4 本章小 结........................................................................................................................ 14 第三章 A 证券广东分公司服务营销 的内外部环境分析....................................................15 3.1 A 证券广东分公司外部环境 PEST 分 析...................................................................... 15 3.1.1 社会环境分 析......................................................................................................... 15 3.1.2 政治环境分 析......................................................................................................... 16 3.1.3 经济环境分 析......................................................................................................... 18 3.1.4 技术环境分 析......................................................................................................... 20 3.2 A 证券广东分公司内部环境分 析................................................................................. 22 3.2.1