港澳资讯兰州分公司投资顾问系统平台营销方案研究
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摘要
投资顾问系统平台是港澳资讯抓住国内券商大力发展投资顾问业务的市场机遇,研究开发的一个券商工作平台。作为一家主要为金融证券行业客户提供技术服务的公司,港澳资讯众多系统平台产品主要采用“定制营销”的模式,加强对特定产品、特定客户的定制营销方案研究十分必要。
本文以兰州分公司主要营销对象——华龙证券为目标客户,深入研究针对投资顾问系统平台这一特定产品的营销方案。主要从三个方面进行研究：一是分析华龙证券对投资顾问系统平台的各项需求；二是定制提出华龙证券投资顾问系统平台方案、系统实施方案以及服务保障方案；三是制定系统平台营销的策略和具体实施措施。
首先,通过全面了解华龙证券投资顾问业务发展思路、系统平台建设和运行维护历史情况以及当前经营形势,分析确定了客户对系统平台的功能需求,对系统平台建设和运行维护的要求,预测了可能投入的建设预算。其次,结合客户投资顾问业务发展思路,提出满足客户各项功能需求的定制化系统平台方案；围绕客户对系统平台建设及运行维护的要求,针对性地提出系统实施方案以及服务保障方案。第三,针对客户可能投入预算与系统平台建设成本的差距,提出分步推进的营销策略,并制定了系统平台商务报价方案、具体营销措施等。
Investment consulting system platform is the GAOTME capture domestic firms developing investment advisory business opportunities in the market, research and development of a broker working platform. As a major financial securities industry to provide technical services company, GAOTEME system platform in many products are mainly used in" marketing " mode, strengthen the specific product, specific customization marketing research is very necessary.
In this paper the main branch in Lanzhou marketing object-Hualong Securities for the target customers, in-depth study of the investment adviser system platform of this particular product marketing plan. Mainly from three aspects:one is the research on analysis of Hualong securities investment adviser system platform requirements; two is a custom made the Hualong securities investment consulting system platform, system and service assurance program; three is to develop systematic platform marketing strategy and specific measures for implementation.
First of all, through a comprehensive understanding of Hualong securities investment consulting business development train of thought, system platform construction and operation maintenance of historical and current management situation, analysis to identify the customers of the system the function demand of the platform, the system platform construction and operation maintenance requirements, a prediction of the possible input in the construction budget. Secondly, combined with customer investment advisory business development train of thought, put forward to meet customer demand customized various functions of system platform; customer focus on the system platform construction and operation and maintenance requirements, puts forward the system the implementation of programmes and services security scheme. Third, potential customers for budget and system platform construction cost gap, put forward step by step to promote the marketing strategy, and developed a system platform business pricing scheme, specific marketing measures.
本文以兰州分公司主要营销对象——华龙证券为目标客户,深入研究针对投资顾问系统平台这一特定产品的营销方案。主要从三个方面进行研究：一是分析华龙证券对投资顾问系统平台的各项需求；二是定制提出华龙证券投资顾问系统平台方案、系统实施方案以及服务保障方案；三是制定系统平台营销的策略和具体实施措施。
首先,通过全面了解华龙证券投资顾问业务发展思路、系统平台建设和运行维护历史情况以及当前经营形势,分析确定了客户对系统平台的功能需求,对系统平台建设和运行维护的要求,预测了可能投入的建设预算。其次,结合客户投资顾问业务发展思路,提出满足客户各项功能需求的定制化系统平台方案；围绕客户对系统平台建设及运行维护的要求,针对性地提出系统实施方案以及服务保障方案。第三,针对客户可能投入预算与系统平台建设成本的差距,提出分步推进的营销策略,并制定了系统平台商务报价方案、具体营销措施等。
Investment consulting system platform is the GAOTME capture domestic firms developing investment advisory business opportunities in the market, research and development of a broker working platform. As a major financial securities industry to provide technical services company, GAOTEME system platform in many products are mainly used in" marketing " mode, strengthen the specific product, specific customization marketing research is very necessary.
In this paper the main branch in Lanzhou marketing object-Hualong Securities for the target customers, in-depth study of the investment adviser system platform of this particular product marketing plan. Mainly from three aspects:one is the research on analysis of Hualong securities investment adviser system platform requirements; two is a custom made the Hualong securities investment consulting system platform, system and service assurance program; three is to develop systematic platform marketing strategy and specific measures for implementation.
First of all, through a comprehensive understanding of Hualong securities investment consulting business development train of thought, system platform construction and operation maintenance of historical and current management situation, analysis to identify the customers of the system the function demand of the platform, the system platform construction and operation maintenance requirements, a prediction of the possible input in the construction budget. Secondly, combined with customer investment advisory business development train of thought, put forward to meet customer demand customized various functions of system platform; customer focus on the system platform construction and operation and maintenance requirements, puts forward the system the implementation of programmes and services security scheme. Third, potential customers for budget and system platform construction cost gap, put forward step by step to promote the marketing strategy, and developed a system platform business pricing scheme, specific marketing measures.
引文
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[3](美)菲利浦·科特勒(PhilipKotler)等著,高登第译.科特勒营销新论[M].中信出版社,2002
[4](美)埃森·拉赛尔(EthanM. Rasiel)著,赵睿等译.麦肯锡方法[M].华夏出版社,2001
[5](美)罗伯特·格兰特(RobertM. Grant),胡挺,张海峰译.公司战略管理[M].光明日报出版社,2001
[6]黄建江.基于顾客终身价值的关系营销策略分析[J].商场现代化.2007(17)
[7]李婧.客户关系管理中的客户价值研究[J].商场现代化.2007(16)
[8]郭媛媛,王季,宋占丰.关系营销理论新发展及其思考[J].企业活力.2007(01)
[9]季红.集团客户行业应用拓展的策略研究和措施建议[J].铜陵职业技术学院学报.2006(04)
[10]郑玉香,佟志伟.客户关系价值的企业市场细分模型与新方法[J].经济问题探索.2006(11)
[11]胡秀俊,刘方刚.浅议4R营销理论与我国工程机械制造企业营销策略的选择[J].商场现代化.2006(28)
[12]戴兆芳.论集团客户精细化营销与策略的匹配[J].当代通信.2006(15)
[13]李洁.对集团客户营销工作的探讨[J].当代通信.2006(15)
[14]林锐.福建辖区证券投资顾问业务研究[j].福建金融.2011(10)
[15]贺世红.长沙世纪公司环保在线监测系统营销方案设计[J].中南大学(网络出版).2007(06)
[16]吕志国.基于4R导向的集团客户精细化营销研究[J].北京邮电大学(网络出版).2008(11)