本文選題：財(cái)富管理 + 客戶(hù)滿(mǎn)意度　； 參考：《湖南大學(xué)》2014年碩士論文

【摘要】：證券行業(yè)通過(guò)二十多年的發(fā)展，已經(jīng)成為我國(guó)資本市場(chǎng)的重要參與者和國(guó)民經(jīng)濟(jì)的重要組成部分，但證券業(yè)的發(fā)展還不能完全支撐多層次資本市場(chǎng)加快發(fā)展的需要，，不能完全適應(yīng)國(guó)民經(jīng)濟(jì)持續(xù)健康發(fā)展的需要。證券行業(yè)長(zhǎng)期依賴(lài)業(yè)務(wù)牌照，以通道業(yè)務(wù)模式為主，大部分收入來(lái)源于傳統(tǒng)的證券經(jīng)紀(jì)業(yè)務(wù)，隨著業(yè)務(wù)牌照的放開(kāi)、大量輕型營(yíng)業(yè)部的新設(shè)以及互聯(lián)網(wǎng)金融迅猛發(fā)展，導(dǎo)致全行業(yè)經(jīng)紀(jì)業(yè)務(wù)價(jià)格戰(zhàn)愈演愈烈，證券公司經(jīng)營(yíng)陷入了困境。證券營(yíng)業(yè)部如何擺脫低層次的價(jià)格戰(zhàn)，建立“以客戶(hù)為中心”的財(cái)富管理服務(wù)體系并成功實(shí)現(xiàn)盈利模式轉(zhuǎn)變成為一個(gè)重要課題。 本文從經(jīng)紀(jì)業(yè)務(wù)現(xiàn)狀分析出發(fā)，以客戶(hù)滿(mǎn)意度、客戶(hù)關(guān)系管理和服務(wù)利潤(rùn)鏈等相關(guān)客戶(hù)服務(wù)理論為指導(dǎo)，以財(cái)富管理服務(wù)相關(guān)文獻(xiàn)為基礎(chǔ)，對(duì)國(guó)金證券長(zhǎng)沙營(yíng)業(yè)部及相關(guān)競(jìng)爭(zhēng)對(duì)手財(cái)富管理服務(wù)進(jìn)行了詳細(xì)分析和研究，指出了營(yíng)業(yè)部應(yīng)該優(yōu)化財(cái)富管理服務(wù)體系。優(yōu)化財(cái)富管理服務(wù)體系以客戶(hù)需求為導(dǎo)向，通過(guò)客戶(hù)分類(lèi)、服務(wù)分級(jí)等方式來(lái)構(gòu)建服務(wù)產(chǎn)品體系，通過(guò)服務(wù)流程、服務(wù)規(guī)范以及服務(wù)平臺(tái)的梳理來(lái)提升客戶(hù)服務(wù)體驗(yàn)，從而將營(yíng)業(yè)部打造成為專(zhuān)業(yè)化財(cái)富管理服務(wù)提供商，全面提升客戶(hù)滿(mǎn)意度，為營(yíng)業(yè)部盈利模式轉(zhuǎn)變打下堅(jiān)實(shí)基礎(chǔ)。最后，為保障財(cái)富管理服務(wù)體系的順利實(shí)施，營(yíng)業(yè)部的組織架構(gòu)應(yīng)該由業(yè)務(wù)條線模式轉(zhuǎn)變?yōu)槊嫦蚩蛻?hù)需求模式，在加強(qiáng)財(cái)富管理專(zhuān)業(yè)團(tuán)隊(duì)建設(shè)以及指導(dǎo)客戶(hù)參與服務(wù)生產(chǎn)和評(píng)估等方面也提出了具體措施和對(duì)策，形成了優(yōu)化營(yíng)業(yè)部財(cái)富管理服務(wù)體系的整體解決方案。
[Abstract]:After more than 20 years of development, the securities industry has become an important participant in China's capital market and an important part of the national economy. However, the development of the securities industry cannot fully support the need for the multi-level capital market to accelerate its development. Can not fully meet the needs of sustained and healthy development of the national economy. The securities industry relies on the business license for a long time, mainly based on the channel business model. Most of the income comes from the traditional securities brokerage business. With the opening of the business license, the establishment of a large number of light business departments and the rapid development of Internet finance, As a result of the industry-wide brokerage business price war intensified, securities companies into a dilemma. How to get rid of the low level price war, how to set up the wealth management service system with "customer as the center" and how to successfully transform the profit model has become an important subject. Based on the analysis of the current situation of brokerage business, this paper is guided by customer satisfaction, customer relationship management, service profit chain and other related customer service theories, and based on the literature on wealth management services. This paper makes a detailed analysis and research on the wealth management service of the business department of Guojin Securities Changsha and its relative competitors, and points out that the sales department should optimize the wealth management service system. Optimization of wealth management service system is customer-oriented, through customer classification, service classification and other ways to build a service product system, through service processes, service specifications and service platform comb to enhance customer service experience, Thus, the business department will become a professional wealth management service provider, comprehensively improve customer satisfaction, and lay a solid foundation for the transformation of business profit model. Finally, in order to ensure the smooth implementation of the wealth management service system, the organizational structure of the business department should be changed from a business line model to a customer-oriented model. In the aspects of strengthening the construction of wealth management professional team and instructing customers to participate in service production and evaluation, the paper also puts forward concrete measures and countermeasures, and forms the overall solution to optimize the wealth management service system of business department.
【學(xué)位授予單位】：湖南大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類(lèi)號(hào)】：F832.51

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