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CJ证券经纪业务营销策略优化分析

Optimization of the Marketing Strategy for the Brokerage Business of CJ Securities
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摘要 新时代的中国经济已然迈进全新的轨道,中央明确现阶段的经济发展目标由高速增长阶段转向高质量发展阶段。CJ证券作为我国大中型区域证券公司的代表,凸显出经纪业务收入逐年下滑,客户流失率升高,工作人员积极性降低,人才流失较为严重等典型问题。结合4Ps营销组合理论和差异化理论,提出拓展创新产品和优质服务,实行差异化佣金定价,开展多样化促销方式,拓展多元化营销渠道等优化CJ证券经纪业务营销策略的方案,帮助面临相似困境的证券公司优化营销策略,改善绩效,助力我国证券行业的发展。 In the new era,China's economy has stepped into a new track.The central government has made it clear that the economic development goal at this stage has shifted from the stage of high-speed growth to the stage of high-quality development.CJ Securities,as the representative of China's large and medium-sized regional securities companies,has shown typical problems such as the decline of brokerage business income year by year,the increase of customer loss rate,the decrease of staff enthusiasm,and the serious brain drain.Combined with 4Ps marketing mix theory and differentiation theory,this paper puts forward some plans to optimize CJ securities brokerage business marketing strategy,such as expanding innovative products and high-quality services,implementing differentiated commission pricing,carrying out diversified promotion methods,and expanding diversified marketing channels,so as to help securities companies facing similar difficulties to optimize marketing strategy,improve performance,and facilitate the development of China's securities industry.
作者 张兰波 袁永友 ZHANG Lanbo;YUAN Yongyou
出处 《商业经济》 2021年第5期67-68,158,共3页 Business & Economy
基金 教育部产学合作协同育人项目:新时期国际贸易人才培养课程体系探讨(201801195031) 武汉纺织大学外经贸学院校级课题:全球化背景下国际贸易人才培养的特点探讨(2018JY001)。
关键词 CJ证券 经纪业务 营销策略 CJ Securities brokerage business marketing strategy
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