MBA教育中心知识库

我国的资本市场体系随着资本市场的逐步深化改革不断趋于完善，我国的证券市场也已走上了规范创新和高质量发展道路，证券公司的数量大幅增加，资本实力和盈利规模屡创新高，但与此同时，证券公司之间的竞争也日益加剧，尤其是证券服务成本的日益公开透明，加上互联网券商的冲击，作为证券公司主要收入来源之一的通道业务佣金率持续下滑，造成证券公司的经纪业务收入和利润持续萎缩，严重影响了以经纪业务为主的证券公司的发展。因此，经纪业务转型成为了我国证券公司持续发展的必然选择，优化重构与证券市场发展水平相适应的经纪业务营销策略也成为证券公司面临的重大课题。

本文选择FZ证券LZ营业部为研究对象，采用发现问题、分析问题和解决问题的思路展开。首先，通过对内部员工进行访谈和对投资者进行问卷调查了解到FZ证券LZ营业部目前在经纪业务发展中存在诸如产品缺乏特色、陷入低佣恶性竞争泥沼、囿于传统渠道等问题；其次，运用PEST分析法、波特五力模型对FZ证券LZ营业部经纪业务所处的营销环境进行分析，运用SWOT分析法分析其经纪业务发展优势、劣势、机会和威胁；再次，运用7Ps营销组合理论对FZ证券LZ营业部经纪业务营销策略进行优化设计，从产品、价格、渠道、促销、人员、服务过程和有形展示7个方面出发提出切实可行的优化建议；最后，从组织结构、信息系统、企业文化建设三个方面提出具体保障措施，帮助其经纪业务营销策略优化方案能顺利落地实施。

本文的研究成果，可以有效解决FZ证券LZ营业部经纪业务发展的困局，同步提升营业部员工的专业能力、强化员工的服务意识，大幅提升营业部的经济效益，形成经纪业务良性发展机制，助推其在证券市场中获得竞争优势。同时，本文的研究也能为同类型券商营业部经纪业务的转型发展提供一些借鉴和参考。

The capital market system of our country is becoming more and more perfect along with the deepening reform of the capital market, the securities market of our country has also been on the road of standard innovation and high-quality development, and the number of securities companies has increased greatly, capital strength and profitability have hit record highs, but at the same time, there is increasing competition among securities companies, especially the increasing openness and transparency of the cost of securities services, and the impact of Internet brokerages, as one of the main income sources of securities companies, the commission rate of channel business continues to decline, resulting in the continuous contraction of brokerage business income and profits of securities companies, seriously affecting the development of brokerage-based securities companies. Therefore, the transformation of brokerage business has become the inevitable choice for the sustainable development of our securities companies, and the optimization and reconstruction of brokerage business marketing strategy in line with the development level of the securities market has also become a major issue facing the securities companies.

This paper chooses the LZ Business Department of FZ Securities as the Research Object, and uses the train of thought to discover, analyze and solve problems.First of all, through interviews with internal staff and questionnaires to investors, it is found that FZ Securities LZ Business Department has some problems in the development of brokerage business, such as lack of product features, falling into the morass of low-wage vicious competition, being limited by traditional channels, etc.Secondly, using PEST analysis method and Porter's five forces model, this paper analyzes the marketing environment of FZ Securities' LZ Business Department's brokerage business, secondly, it uses the 7PS marketing mix theory to optimize the marketing strategy of FZ Securities' LZ Business Department, and analyzes the advantages, disadvantages, opportunities and threats of its brokerage business development by using the SWOT analysis method, from the product, the price, the channel, the promotion, the personnel, the service process and the tangible display 7 aspects sets out to put forward the feasible optimization proposal; From the organizational structure, information system, corporate culture, three aspects of specific measures to help its brokerage business marketing strategy optimization program can be successfully implemented.

Through the research and analysis of this paper, we can effectively enhance the development benefits of FZ Securities LZ Business Brokerage Business, and help it gain competitive advantage in the market, it can also enhance the professional ability of the sales staff, strengthen the staff service awareness, and then create sales loyal customers, the formation of a sound development mechanism brokerage business. At the same time, this study can also provide some reference for the development of brokerage business of the same type of securities business.