分类号 密级
U D C 学校代码 10689
硕士学位论文
互联网背景下X 证券 H 分公司营销策略
研究
Research on marketing strategy of X securities H
Branch under the background of Internet
姓名： 刘玉付
导师（职称）：朱 立
申 请 学 位 类别： 硕士学位论文
专业： 工商管理
研 究 方 向： 金 融
学院（中心、所）：云南财经大学商学院
论文完成时间： 2022 年 12 月 12 日学位论文原创性声明
本人郑重声明：所呈交的学位论文，是本人在导师的指导下，独
立进行研究工作所取得的成果。除文中已经注明引用的内容外，本论
文不含任何其他个人或集体已经发表或撰写过的作品成果。对本文的
研究做出重要贡献的个人和集体，均已在文中以明确方式标明。本人
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日期：2022 年 12 月 12 日日期：2022 年 12 月 12 日 摘 要
摘 要
我国证券市场成立于 20 世纪 90 年代初，在短短 30 的时间内已经成为全球
第二大市场。多层次的市场结构已初步形成，运营机制也日趋完善，上市企业的
数量不断增加，为企业发展提供了大量资金，为经济发展提供强大动力。证券公
司作为证券市场的参与者扮演着重要角色。互联网技术的发展改变了人们的生活
方式，大众消费方式从线下转到线上，而新冠疫情的爆发更进一步强化了网上消
费习惯。同时这种方式的改变给证券市场的运行格局产生很大影响。证券公司之
前依托于线下物理网点开展业务的传统营销模式受到明显冲击，这就要求证券公
司必须加快营销模式的改革和创新，以便形成更强的核心竞争力，抢占更大的市
场份额。
本文以 X 证券 H 分公司为研究对象，探讨其互联网背景下的营销策略。通过
PEST 理论模型，分别从政治、经济、社会和技术四个维度对X 证券 H 分公司宏
观环境进行了分析，利用 SWOT 分析矩阵对X 证券 H 分公司微观环境进行了研究，
并分析了互联网背景下营销面临的挑战和机遇。结合本人在 X 证券 H 分公司工作
多年经验，介绍了 X 证券 H 分公司营销现状，剖析了 X 证券 H 分公司在营销中存
在的问题及原因，为服务营销策略的制定提供了依据。本文基于 4C 营销理论提
出以客户为中心的营销策略：满足目标客户需求、达成客户期望成本、提升便利
性、加强与客户沟通。同时为保证营销策略的顺利实施，提出了相应的营销保障
措施。
本文将市场营销中的经典理论与现实中面临的新问题、新环境、新态势相结
合，寻找互联网背景下的新的营销策略，对于经纪业务的发展具有重要的实用价
值，此外，对同类证券公司经纪业务的发展也具有参考价值。
关键词：营销策略；SWOT分析；互联网；证券经纪业务
I Abstract
Abstract
China;s securities market was established in the early 1990s and has become the
second largest market in the world in just 30 years. The multi-level market structure
has taken initial shape, and the operation mechanism is improving day by day. The
number of listed companies keeps increasing, which provides a large amount of funds
for the development of enterprises and provides a strong impetus for economic
development. Securities companies play an important role as participants in the
securities market. The development of Internet technology has changed people;s way
of life, and mass consumption has shifted from offline to online, while the outbreak of
COVID-19 has further strengthened online consumption habits. At the same time, the
change of this way has a great impact on the operation pattern of the securities market.
The traditional marketing mode of securities companies relying on offline physical
outlets to carry out business has been significantly impacted, which requires securities
companies to actively promote the reform and innovation of marketing mode, so as to
form a higher market core competitiveness and seize a larger market share.
Taking H Branch of X Securities as the research object, this paper discusses its
marketing strategy under the background of Internet. Through PEST theoretical model,
the macro environment of H Branch of X Securities is analyzed from four dimensions
of politics, economy, society and technology, and the micro environment of H Branch
of X Securities is studied by SWOT analysis matrix, and the challenges and
opportunities faced by marketing in the context of Internet are analyzed. Based on my
years of working experience in H branch of X Securities, this paper introduces the
current marketing situation of H branch of X Securities, analyzes the existing
problems and reasons in the marketing of H branch of X Securities, and provides a
basis for the formulation of service marketing strategies. Based on 4C marketing
theory, this paper proposes customer-centered marketing strategies: to meet the needs
of target customers, achieve the expected cost of customers, improve convenience,
and strengthen communication with customers. At the same time, in order to ensure
II Abstract
the smooth implementation of marketing strategy, the corresponding marketing
guarantee measures are put forward.
In this paper, the classical theory of marketing is combined with the new
problems, new environment and new situation faced in reality, and the search for new
marketing strategies under the background of the Internet has important practical
value for the development of brokerage business. In addition, it also has reference
value for the development of brokerage business of similar securities companies.
Key Words: Marketing strategy；SWOT analysis；Internet；Securities brokerage
business
III