华泰证 券经纪业务营销体系构建研究

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1、东南大学硕士学位论文华泰证券经纪业务营销体系构建研究姓名：朱振彬申请学位级别：硕士专业：工商管理导教师：吴利华20060601Re-engineeringResearchofHuataiSecuritiesMarketing:ZHUZhen-binSupervisor:WULi-huaABSTRACTTheimportanceofactivemarketingisnotemphasized,orevenrealized,bysecuritiescompaniesuntilrecentyears.Duetolatestart

2、ofdomesticsecuritiesmarketandmanagerialmechanism,thesupplyofstockwasnotabundantduringthepastseveralyears,whichleadstofewattentionofmarketingfromsecuritiescorporationssinceitwastheseller'smarket.Afterhavingbeensittingintheofficeloawaitthearrivalofcustomersandenjoyi

3、ngenormousprofitmarginbecauseofmonopoly,maiiysecuritiescompaniesshowedliitleattentiontomarketing.Butnow,theystruggledintothedeficitsiiictthestockmarketisnotprosperousanymore，con5>eculivedeclinefor5years,andcompetitionbecomessofierce.Asthedominantoneofthefourmajorb

4、usinessesofsecurities,stockbrokingencountersbadinlluences,suchasmarketshrinkage,customerlossandprofitdecline.Themonopolybarriershavebeenbrokenandthewholesecuritiesindustrytrendtoprovideservicesinanewcontestablemarket.Somanysecuritiescompaniesregardstockbrokingasth

5、eimportantbusinessagainandemphasizemarketing.Somecomprehensivesecuritiescompanieseventakethebrokingbuyinessasthecoreprofitmakerandsetthegoaltoswitchfromself-centeredtocustomer-centered.Reeiigineeringthebrokingmarketingsystemandintegratingresourcesbecomethewayforse

6、curitiestoreformoperation.ThepaperusestheoperationofstockbrokingofHuataiSecuritiestoanalyzethemarketingpracticesandexistingproblemsofsecuritiescompanies.Therecommendationsandconclusioncomesfrommarketingstrategy，organizationalstructure,marketingchannelandmarketingm

7、anagementinformationsystem,whichcanbeconsideredasroadmaptoreengineermarketingmanagementandpracticesforsecurities.SoutheastUniversityKeywords:brokingbusiness,businesstransformation,operationre-engineering，marketingsystem东南大学学位论文独创性声明本人声明所呈交的学位论文是我个人在导师指导下进行的研究工作及取得

8、的研究成果。尽我所知，除了文中特别加以标注和致谢的地方外，论文中不包含其他人已经发表或撰写过的研究成果，也不包含为获得东南大学或其它教育机构的学位或证书而使用过的材料。与我一同工作的同志对本研究所做的任何贡献均已在论文中作了明确的说明并表示了谢意。研究生签名：日期：^^、‘”东南大学学位论文使用授权声明