摘要
摘要
2016年，随着我国经济开始转型，证券市场也相应发生了变动，“网上开户”与“一
人多户”业务的放开导致证券公司间的竞争进入到白热化阶段，券商间的合并关停不胜
枚举，并且随着头部券商的做大做强，中小型券商的市场范围也随之变小变窄。KY证
券公司早年受限于地区性券商的基础，有着缺乏营销品牌、营业范围狭窄的问题，致使
整体业务发展较为缓慢。
本文以KY证券公司对普通经纪类客户的网络营销为研究对象，主要研究内容如下：
首先，通过构建 PEST模型，从政治、经济、社会文化、技术环境四个层面，对其网络
营销业务受网络环境的影响进行深度剖析，这在证券公司的经纪业务定位方面为 KY证
券今后的发展提供了大力的支持，同时通过五力模型理论对 KY证券公司网络营销环境
进行分析研究；其次，通过对 KY证券公司公司基本现状的分析，归纳总结 KY证券公
司对普通经纪类客户网络营销开展的现状情况及主要问题，即从网络营销平台、网络产
品推广到网络客户服务均需进一步改善；再次，提出 KY证券公司对普通经纪类客户网
络营销优化原则及目标，运用 STP市场定位分析理论，对 KY证券公司普通经纪类客户
网络营销优化市场分析，认定现阶段券商经纪业务要开展网络营销应当建立健全相应的
配套服务，制定一套更加健全的差异化服务机制并保证其在实践中的有效运行，精准定
位目标市场，使经济服务得到进一步改善，从而使差异化服务能力不断增强；最后，运
用 7Ps分析模型理论，对 KY证券公司经纪业务网络营销优化具体方案。同时，为确保
提出的发展方向能够成功落实与有效执行，从完整组织结构保障、现代人力资源管理保
障、完善风控体系保障、技术支持保障五方面提出了相应的保障措施。
本文以网络营销相关理论为基础，结合 KY证券公司目前网络营销现状及问题，在
充分的环境分析基础上，有针对性地提出 KY证券公司对普通经纪类客户网络营销策略
的优化措施，从而为 KY证券公司更好开展网络营销提供实践意义，也为同性质证券公
司网络营销策略提供借鉴价值。
关键词： KY证券公司，网络营销，优化方案
研究类型：应用研究
I

ABSTRACT
ABSTRACT
In 2016, as China's economy began to transform, the securities market also underwent
changes, and the liberalization of "online account opening" and "multi-account" business led
to a white-hot stage of competition among securities companies, with numerous mergers and
shutdowns among brokerage firms, and in the early years, KY Securities was limited by the
foundation of regional brokerage firms, lack of marketing brand and narrow business scope,
which led to a slow development.
In this paper, the main business of KY Securities Company is internet marketing, and the
main research contents are as follows: First, by constructing the PEST model, we analyze the
driving influence of the internet technology environment on KY Securities Company's
marketing business from four aspects: political, economic, socio-cultural and technological
environment, and lay an objective and necessary foundation for strategic positioning
involving brokerage business. At the same time, the micro environment of KY Securities'
online marketing is analyzed and studied through the five forces model theory. Secondly,
through the basic status quo of KY Securities Company, we summarize the current situation
and main problems of KY Securities Company's main business online marketing development.
The specific problems are: from online marketing platform to online product promotion to
online customer service all need further improvement. Again, the principles and objectives of
KY Securities' main business network marketing optimization are proposed. Using the STP
market positioning analysis theory, KY Securities' main business network marketing
optimization market analysis, it is proposed that the current brokerage business must
strengthen service support, establish a perfect differentiated service mechanism, accurately
target customers, continuously optimize brokerage services, based on the Internet financial
platform, and strengthen differentiated services. Finally, the 7Ps analysis model theory is
applied to optimize the specific plan of KY securities company's main business network
marketing. Specifically: optimize product line strategy, follow up rival price strategy,
integrate channel resources strategy, promotion strategy, personnel strategy, strengthen
service process strategy, and strengthen technical environment support. Finally, in order to
ensure that the proposed development direction can be successfully implemented and
effectively executed, the corresponding guarantee measures are proposed in five aspects:
complete organizational structure guarantee, professional investment advisory team guarantee,
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