本文關(guān)鍵詞：DB證券公司沈陽營業(yè)部客戶服務(wù)管理研究　出處：《東北大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

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【摘要】：本文是主要研究證券公司經(jīng)紀業(yè)務(wù)在現(xiàn)階段面臨的現(xiàn)狀,尤其是基礎(chǔ)層面---沈陽營業(yè)部的客服服務(wù)管理現(xiàn)狀,通過對現(xiàn)狀的分析和整理,發(fā)現(xiàn)經(jīng)紀業(yè)務(wù)在現(xiàn)階段面臨的問題,尤其是證券營業(yè)部在經(jīng)紀業(yè)務(wù)中所面臨的問題,發(fā)現(xiàn)問題后,通過客戶服務(wù)管理理論、客戶關(guān)系管理理論、服務(wù)營銷等理論,從客戶服務(wù)為突破口,組建客戶服務(wù)體系,通過客戶服務(wù)體系的建立來解決證券公司經(jīng)紀業(yè)務(wù),尤其是營業(yè)部層面所面臨的客戶服務(wù)的問題,從而突破經(jīng)紀業(yè)務(wù)在轉(zhuǎn)型的大趨勢下所面臨的瓶頸。并且將證券公司服務(wù)品牌產(chǎn)品,業(yè)務(wù)創(chuàng)新和投資顧問制度注入到客服眼務(wù)體系之中,從而發(fā)揮更大的作用。 本文先從證券經(jīng)紀業(yè)務(wù)出發(fā)進行闡述,介紹了證券經(jīng)紀業(yè)務(wù)的現(xiàn)狀,同時對DB證券公司和其沈陽營業(yè)部進行介紹,對DB證券公司和其沈陽營業(yè)部進行實際調(diào)研,進行數(shù)據(jù)的統(tǒng)計和資料的收集,結(jié)合服務(wù)管理理論、客戶關(guān)系管理理論、服務(wù)營銷等理論及相關(guān)理論進行分析,對以上內(nèi)容通過文獻研究法和實證研究法進行研究和歸納,發(fā)現(xiàn)經(jīng)紀業(yè)務(wù)面臨的問題：同質(zhì)化競爭、服務(wù)意識不足、中小券商創(chuàng)新業(yè)務(wù)受限和缺乏差異化服務(wù)等問題。通過分析,推出建立客戶服務(wù)體系,并以服務(wù)體系為依托,通過品牌完善、中臺建設(shè)、引進理財管理和完善投資顧問制度來解決相應(yīng)的問題。 本論文主要有三方面的創(chuàng)新,一、在服務(wù)體系中突出中臺的作用；二、在經(jīng)紀業(yè)務(wù)中引進理財管理觀念和內(nèi)容,增加新的利潤增長點；三、明確投資顧問在服務(wù)體系中的作用和工作方向。通過對服務(wù)體系的重新完善,將投資顧問注入到服務(wù)體系之中,成為服務(wù)體系的靈魂,以理財管理為主要武器,充分發(fā)揮服務(wù)體系的作用,使其適應(yīng)經(jīng)紀業(yè)務(wù)轉(zhuǎn)型中的大趨勢,順應(yīng)資本市場改革發(fā)展的方向,從而給中小券商的經(jīng)紀業(yè)務(wù)尋找出一條發(fā)展之路。
[Abstract]:This paper is mainly to study the current situation of brokerage business in securities companies at this stage, especially at the basic level-Shenyang business department of customer service management status, through the analysis and collation of the status quo. Find out the problems faced by brokerage business at the present stage, especially the problems faced by securities sales department in the brokerage business, after finding the problems, through the customer service management theory, customer relationship management theory. Service marketing theory, from customer service as a breakthrough, the establishment of customer service system, through the establishment of customer service system to solve securities brokerage business, especially the business department level of customer service problems. In order to break through the bottleneck of brokerage business under the trend of transformation, and the securities company service brand products, business innovation and investment advisory system into the customer service system. In order to play a greater role. This paper first describes the securities brokerage business, introduces the current situation of securities brokerage business, at the same time, the DB securities company and its Shenyang business department are introduced. The DB securities company and its Shenyang business department to carry on the actual investigation, carries on the data statistics and the data collection, unifies the service management theory, the customer relations management theory, the service marketing and so on theory and the related theory carries on the analysis. Through the literature research and empirical research, we find that the brokerage business faces the following problems: homogeneous competition, insufficient service awareness. Through the analysis, we put forward the establishment of customer service system, and rely on the service system, through the brand improvement, the construction of China and Taiwan. Introduce financial management and improve the investment advisory system to solve the corresponding problems. This paper mainly has three aspects of innovation, first, in the service system to highlight the role of China; Second, introduce the concept and content of financial management into the brokerage business, and add new profit growth points; Third, the role of investment advisers in the service system and the direction of work. Through the re-improvement of the service system, investment advisers will be injected into the service system, become the soul of the service system. Take financial management as the main weapon, give full play to the role of the service system, make it adapt to the general trend in the transformation of brokerage business, conform to the direction of capital market reform and development. Thus to small and medium brokerage business to find a way to develop.
【學(xué)位授予單位】：東北大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F832.39

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本文編號：1371182