中小券商经纪业务服务营销策略探讨——以招商证券为例

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1、DiscussiononServiceMarketingStrategyforBrokerBusinessofSmall--and--mediumStock-jobbers——ChinaMerchantsSecuritiesTakenasAnExampleMajor：ExecutiveMasterofBusinessAdministrationName：LiZhitaoSupervisor：ProfessorXieLishanAbstractOneofthemostimportantfunctionsofstockmarketisf'mancialfunction．Itca

2、llhelpenterprisesdeveloprapidlySOastopromoteeconomicdevelopment．Therefore，modemeconomicdevelopmentcannotbeseparatedfromthestockmarket．In2006，tradingvolumeincreasedsharplyinChinesestockmarket．Andthen,theinvestmentdemandsgetexplosivegrowththroughtheremainingdevelopmentbefore．Butby2008，duetos

3、lowdowninthegrowthrateofChina’Seconomicdevelopment，the‘Big-smallnon-transferredstocks’issues，EconomicrecessioninworldwideandSOon,Chinesestockmarketdeclinedsubstantiallyandthemarketsentimentfurtherdownturned．However，Chineseeconomy,afterthecurrentroundofthemoderateadjustment，willmaintainalon

4、g—term,stablegrowthinthefuture．Inconclusion,theentireStock-jobbersfirmswillgetmoredevelopmentopportunitiesinthefuture．AsmajorparticipantsinChinesestockmarket，stock-jobbersneedatimelymannertoadapttothenewenvironmentSOthatitiSpossiblethattheyCanwininthenewroundcompetition．ThispapertakesChina

5、MerchantsSecuritiesforexample．FromtheperspectiveofthebusinessofChineseSmall．．and．．mediumStock-jobbersdepartments，andbasedontheanalysisonthelatestenvironmentchangessuchastheappearanceofthethird‘party。conservationpolicy，thisarticlegivesappropriateadvicesontheservicemarketingstrategyrelatedto

6、theirdepartments．ThisarticlehasacertaindegreeofreferenceonhowChinesefmaasadjustthemarketingstrategyIIIservicesinthenewenvironment．Thispapersummarizestheever-changingenvironmentofChinesestockmarketinrecentyears，anddescribesthecurrentsituationoffiercecompetitionbetweenmall．and．mediumStock-jo

7、bbers．Andthen,itdemonstratestheimportancethatstock-jobberscanimprovecompetitivenessthroughtheoreticalresearch．Thispaperintegratesthetheoriesandthepractices．Thenitref'mestheconceptofstock-jobbersandmarketingservices，andintroducesthethird—party-depositorypolicya