摘要
证券公司是我国资本市场的重要参与者,它不仅关系到我国证券市场能否健
康发展,同时也关系到我国市场化进展和国企改制能否顺利进行,然而,随着股
票发行核准制、证券交易浮动佣金制、强化上市公司信息披露、证券对国际逐步
开放、大力推行证券投资基金等措施的实施,证券欧亿·体育（中国）有限公司由过去受经营许可证保护
的垄断性暴利欧亿·体育（中国）有限公司转变为开放竞争性微利欧亿·体育（中国）有限公司,证券公司的生存与发展空间受到
严峻的考验。在这种情况下,如何增强证券公司营销意识,培养证券公司营销能
力,树立“以客户为中心、以需求为导向”的营销战略架构与服务体系,结合市
场环境与自身的条件,因地制宜的打造核心竞争力,就显得更为重要,这也就是
本文的立意所在。

本文根据长江证券公司的发展现状,依据市场营销和战略理论,首先对现阶
段公司的经营状况和内外部环境进行详细地刻画。然后对长江证券公司的市场进
行细分,并按照证券业务的种类、投资品的种类和资金数量的大小的分类方式,
定位长江证券公司选择的目标市场应该是:经纪业务市场、股票或封闭式基金市
场和中散户市场。并针对如上三个目标市场,以其各自的特征和需求为出发点,
从营销理论的产品策略、价格策略、营销渠道策略和促销策略的角度,对三个目
标市场的营销策略的制定进行深入细致的研究。最后,提出长江证券公司实施营
销策略的具体保障措施。

关键词:证券公司;营销;策略
ABSTRACT
Securities company is China's capital market important participants, it is not only
related to the healthy development of the Chinese securities market, but also relates to the
market development and state-owned enterprise reform can go smoothly, however, as the
stock issue to approve the system, securities and exchange commission system, strengthen
the floating listed company information disclosure, securities to the international
gradually open up, push forward the securities investment fund the implementation of the
measures, the securities industry by the operation license by the past the protection of
industry into open monopoly profits competitive profit-making industry, securities
companies the survival and development of the space is the acid test. In this case, how to
strengthen the securities company marketing consciousness, develop securities company
marketing ability, set up ”with the customers as the center, to demand oriented marketing
strategic framework and service system, combining with the condition of their own
market environment, adjust measures to local conditions of building core competitiveness,
becomes even more important, it also is this paper in conception.
In this paper, according to the Yangtze river securities wanliu east road current
situation of the development of the sales,marketing and strategic theory basis, first for
the present state of operation and business internal and external environment depicted in
detail. And then there are the sales of the Yangtze river road of securities market
segmentation,and according to the types of securities business investment, the types
and quantity of the size of the fund categorization, positioning the Yangtze river
securities wanliu east road of target market should choose sales is: brokerage business,
stock or enclosed fund market and retail market in. And as for three target markets, with
its the features of their own and demand as the starting point, from marketing theory of
product strategy, price strategy, marketing channel strategy and marketing strategy of
Angle, to three a target market marketing strategy formulation in-depth and careful
research. Finally, put forward the Yangtze river securities wanliu east road of marketing
strategy implementation business specific security measures.
Key Words: Securities company; Marketing; Strategy