摘要
2002年我国正式执行浮动佣金制,标志着证券欧亿·体育（中国）有限公司进入R趋激烈的竞争时
代。在经历2007年的证券市场牛市后,证券欧亿·体育（中国）有限公司至今经受着来自国内外经济低
迷、股票行情看跌和佣金收入空间压缩等不利因素的影响,证券公司的竞争进
入了白热化阶段。各大券商如何适应市场变化,迎接挑战,提升市场竞争力从
而赢得利益,是一个具有现实意义的研究问题
经纪业务是各券商最主要的收入来源,目前同业竞争者增多,证券经纪业
务也进入了激烈旳竞争时期。本文以招商证券经纪业务为研究对象,结合4Rs
营销理论探讨了关系营销在证券欧亿·体育（中国）有限公司转型时代的应用
文章先就选题的研究背景、目的、内容和研究手段进行了描述。釆用文献
综述研究法将国内证券经纪业务在营销策略和理论的研究上进行分析。基于理
论分析上,分析了我国证券公司经纪业务市场现状以及未来发展前景。然后针
对招商证券的主要业务——经纪业务这一文章的主体进行PEST分析,深入剖
析其发展该业务所面临的机遇和挑战。基于以上步骤,本人使用理论实践结合
定性分析法和调查分析法,应用4Rs营销应用理论对招商证券经纪业务进行创
新性结合升级,设计了包括关联、反应、关系和回报四个维度的营销策略。最
后,针对招商证券4Rs营销策略的实施,本文构建了包含组织结构调整、人力
资源保障、信息系统保障和风险预警控制等多维度的保障策略,确保4Rs营销
理论发挥在招商证券经纪业务发展上的推动作用
本文的创新在于提出了 4Rs营销理论在招商证券经纪业务上的实际应用,
拓宽了理论发展的意义,通过分析4Rs理论在招商证券业务上的应用路径和积
极意义,为日后证券欧亿·体育（中国）有限公司经纪业务的营销发展提供了新的指导思路和研究角度
关键词:招商证券,证券经纪业务,4Rs营销理论
Abstract
In 2002 China formally implemented the floating commission system,the
securities industry had gone into the era of increasingly fierce competition. After the
bull market of stock market in 2007,the securities industry is still influenced by
some unfavorable factors,such as the economic downturn both in home and abroad,
the drop in the Chinese stock market, commission income space compression and so
on. Enterprise in this industry are suffering from management difficulties,the
securities company competition entered the white-hot stage. How does each big
brokerage adapt to market changes, meet the challenge, improve market
competitiveness and win benefit is one question which has a realistic significance of
the research.
Brokerage business is an important source of income for the securities
companies at present, China's securities brokerage business market also entered the
competitive period. In this paper, we use brokerage business of Merchants Securities
as the research object, combined with 4 Rs marketing theory to discuss the
application of relationship marketing in the securities industry transformation era.
This paper begins with the research background,significance, content and
method being described. The paper adopts the method of literature research to
analyze the situation in domestic securities brokerage industry and carries on the
literature review on related marketing tiieories. On this basis, the paper analyses the
overall present situation of securities industry in our country and the future
development trend of brokerage business in China. Then this article in view of
China Merchants Securities brokerage business as main body from the political,
economic, social and technical aspects related to the PEST analysis, as well as
analyzing its strengths, weaknesses, opportunities and challenges for further analysis.
Based on the above steps, I use the theory of practice combined with qualitative
analysis and survey analysis, using 4 Rs marketing theory being applied to upgrade
innovative combination of China Merchants Securities brokerage business,
designing the four dimensions of marketing strategy including association, reaction,
relationships and return. Finally, in view of China Merchants Securities 4Rs
样十4Rs ‘/U肖观论的招向ii卜券鈐纪业务‘/U肖创究
marketing strategy implementation, this paper constructs multi-dimensional security
strategy which contains organization structure adjustment, human resources
guarantee, information system security and risk early warning and control to ensure
that the 4Rs marketing theory play a role in the development of the China Merchants
Securities brokerage business.
Innovation of this paper is to put forward 4Rs marketing theory into China
Merchants Securities brokerage business in the practical application, widen the
meaning of theory development, through the analysis of 4Rs theory's application
path in China Merchants Securities business and the positive significance, the paper
provides a new guide thinking and research angles for the future securities brokerage
business marketing industry development.
Keywords: China Merchants Securities, Securities brokerage business, 4Rs
marketing theory