目前我国证券行业不管是从行业盈利模式、营销模式、竞争格局等方面比当 初兴起之时已发生了诸多重大变化，而证券公司开展的营销活动和营销模式，具 有严重的同质化和相似性，营销策略往往受限于证券公司所处的外部市场环境、 行业环境及其自身的发展和资源状况影响，营销策略制定是否科学合理，对证券 公司来说是各项业务顺利开展和经营业绩提升的重要因素。 本文以笔者工作所在的华龙证券永昌路营业部为研究对象，结合实际工作展 开思考和论述，面对各证券公司大量增加轻型营业部、同行业竞争激烈而导致营 业部市场份额及客户数量急剧下降、业绩目标增长缓慢、营业部营销人员在业务 开展、营销服务的过程中处于被动和盲目状态、公司下达的各项业绩指标、业务 推动和业绩增长缺乏动力等情况发生，根据营业部现存问题，结合PEST分析、 波特五力模型以及SWOT分析法，剖析永昌路营业部营销局势及营销现状，对永 昌路营业部当前所处外部营销环境、竞争情势以及其自身的优劣势进行分析，对 营业部市场营销中存在的几个方面的突出问题进行阐述，制定适用于永昌路营业 部的营销策略组合，以此改善营业部的营销状况，完成既定的预期经营业绩。 基于此，本文聚焦于永昌路营业部自身的竞争实力和优劣势，对营业部营销 过程中存在的问题进行深入分析，以成熟的市场营销理论为基础，通过分析、分 类、掌握各类客户的不同需求，对营业部的营销策略在细化的同时进行优化，以 STP理论作为基础，分析市场环境、细分市场选定目标市场；利用细分市场，重 新对营业部进行市场划分与定位；以7P理论中的营销组合要素完善营业部的营销 方式，制定、优化营销组合；以降低营销过程中的成本；提升营销人员的营销效 率，构建优化后的永昌路营业部市场营销策略，对优化后的营销策略组合给予相 应的保障措施，从营销理念、调整营销队伍专业结构、构建营销人员营销薪酬业 绩评价体系三个方面对优化的营销组织体系进一步完善、形成自身营销特色，提 升营销手段，完善营销模式，让营业部营销效果显著提高。 关键词：华龙证券；营业部；营销策略；优化研究 EMBA论文华龙证券公司永昌路营业部营销策略优化研究 II ResearchonOptimizationofMarketingSstrategyinYongchangRoad BusinessDepartmentofHualongSecuritiesCompany Abstract Atpresent,Chinasecuritiesindustry,whetherintermsofindustryprofitmodel, marketingmodel,competitivelandscapeandotherthantheoriginalriseofmanymajor changeshavetakenplace.Themarketingactivitiesandmarketingmodelscarriedout bysecuritiescompanieshaveserioushomogeneityandsimilarity；marketingstrategies arelimitedbytheexternalmarketenvironment,industryenvironment,andthe developmentandresourceconditionsofsecuritiescompanies.Marketingstrategy developmentisscientificandrational,securitiescompaniesisanimportantfactorinthe smoothdevelopmentofthebusinessandoperationalperformanceimprovement. Inthispaper,HualongsecuritiesbusinessdepartmentYongchangRoad,whereI workforthestudy,combinedwiththeactualworktoexpandthinkinganddiscussion. Securitiescompaniesfacingasignificantincreaseinlightofeachbusinessdepartment, fiercecompetitionintheindustry,leadingtoasharpdeclineinmarketshareandthe numberofcustomersbusinessdepartment,slowgrowthperformancetargets； marketingstaffinbusinessdevelopment,serviceprocessinapassivestateandblind； lackofmotivationincompletingvariousperformanceindicators,businesspromotion andperformancegrowth.Accordingtotheexistingproblemsofthesalesdepartment, combinedwithPESTanalysis,Porter'sFiveForcesModelandSWOTanalysismethod, analyzethemarketingsituationandmarketingstatusofthesalesdepartmentof YongchangRoad,andanalyzethecurrentexternalmarketingenvironment,competition situationanditsownadvantagesofthesalesdepartmentofYongchangRoad. Weaknessesareanalyzed,andseveraloutstandingissuesinthemarketingofthesales departmentareelaborated,andamarketingstrategycombinationapplicabletothesales departmentofYongchangRoadisformulatedtoimprovethemarketingstatusofthe salesdepartmentandcompletetheexpectedoperatingresults. Basedonthis,thisarticlefocusesonthecompetitivestrengthandadvantages EMBA论文华龙证券公司永昌路营业部营销策略优化研究 III anddisadvantagesofYongchangRoad'ssalesdepartment,conductsanin-depth analysisoftheproblemsexistinginthemarketingprocessofthesalesdepartment,and basedonmaturemarketingtheory,analyzes,classifies,andgraspsthetypesof customersFordifferentneeds,optimizethemarketingstrategyofthesalesdepartment whileoptimizingit.BasedontheSTPtheory,analyzethemarketenvironmentand selectthetargetmarketforthemarketsegment；usethemarketsegmenttore-divide andpositionthemarketforthesalesdepartment；Usethemarketingmixelementsin the7Ptheorytoimprovethemarketingmethodsofthebusinessdepartment,formulate andoptimizethemarketingmixstrategy；reducethecostofsuccessfulmarketing； improvethemarketingefficiencyofthemarketers,andbuildanoptimizedmarketing strategyfortheYongchangRoadbusinessdepartmentProvideappropriatesafeguard measurestotheoptimizedmarketingstrategycombination,furtherimprovethe optimizedmarketingorganizationsystemfromthethreeaspectsofmarketing philosophy,adjusttheprofessionalstructureofthemarketingteam,andbuilda marketingstaffperformanceevaluationsystemtoformitsownmarketing characteristicsandimprovemarketing.Means,improvemarketingmodel,letsales departmentmarketingIfimprovedsignificantly. KeyWords:Hualongsecurities;SalesDepartment;Marketingtactics;Optimizationstudy EMBA论文华龙证券公司永昌路营业部营销策略优化研究 IV 目录 中文摘要.......................................................................................................I Abstract.....................................................................................................II 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研究内容及思路..............................................................................................2 1.2.1研究内容..............................................................................................2 1.2.2研究思路..............................................................................................3 1.3研究方法及工具..............................................................................................4 1.3.1研究方法..............................................................................................4 1.3.2研究工具..............................................................................................5 第二章研究理论基础...............................................................................7 2.1相关概念界定..................................................................................................7 2.2市场营销相关理论..........................................................................................8 2.3国内外研究综述..............................................................................................9 第三章华龙证券永昌路营业部营销现状及环境分析........................13 3.1永昌路营业部营销现状................................................................................13 3.1.1永昌路营业部简介............................................................................13 3.1.2永昌路营业部营销现状分析............................................................13 3.2永昌路营业部营销环境分析........................................................................20 EMBA论文华龙证券公司永昌路营业部营销策略优化研究 V 3.2.1宏观环境分析（PEST）....................................................................20 3.2.2竞争环境分析（波特五力）............................................................23 3.2.3SWOT分析...........................................................................................28 第四章华龙证券公司永昌路营业部营销策略制定............................33 4.1永昌路营业部的STP分析............................................................................33 4.1.1市场细分............................................................................................33 4.1.2目标市场选择....................................................................................34 4.1.3