【摘要】：伴隨著我國國民經(jīng)濟的快速發(fā)展,尤其是改革開放三十年來取得的巨大成就,居民手中的財富也在不斷的累積,居民的金融投資意識也越來越強。作為經(jīng)濟晴雨表的資本市場從1990年創(chuàng)立至今已經(jīng)風風雨雨走過了三十一個年頭,截止2011年底,市場規(guī)模已經(jīng)發(fā)展到上市公司2348家,總流通市值268779億元。自從有了證券市場開始,證券經(jīng)紀業(yè)務一直都是券商收入的主要貢獻者,行業(yè)素有得經(jīng)紀業(yè)務得天下的說法。 我國證券行業(yè)從2002年便進入了市場化的浮動傭金制時代。特別是經(jīng)歷了2006至2007年的大牛市后,券商為了擴大市場份額,紛紛加入了傭金價格戰(zhàn)的行列,同時各大券商也因為受國家政策和法規(guī)的限制,經(jīng)紀業(yè)務服務模式更加同質(zhì)化。所以如何在目前的現(xiàn)實條件下突圍,探索適合本公司發(fā)展的創(chuàng)新型經(jīng)紀業(yè)務服務模式就顯得格外重要。本文以華融證券為研究載體,通過對華融證券經(jīng)紀業(yè)務服務模式的現(xiàn)狀分析,并結合國內(nèi)外行業(yè)其他券商的實際經(jīng)營情況,得出華融證券服務創(chuàng)新模式必須走程序化,模式化的路線。本文指出,當前經(jīng)紀業(yè)務服務模式的本質(zhì)就是以證券交易為媒介,一方面券商從業(yè)人員要努力提高自身的專業(yè)知識和溝通技巧,另一方投資者也要在券商服務人員的幫助下,通過互動學習積極構建適合自己的較為科學的交易方法,最終實現(xiàn)券商和投資者之間相互信任,互利雙贏的局面。本文結合實際案例,以營業(yè)部為創(chuàng)新單元提出了：“全程體驗式”經(jīng)紀業(yè)務服務新模式。接著又詳細介紹了如何創(chuàng)建這種新模式,以及這種新模式在案例中的具體運作辦法,最后對于這種新模式的推廣在保障性上做了闡述和評價,得出該創(chuàng)新模式是可以被復制和推廣的結論。
[Abstract]:With the rapid development of China's national economy, especially the great achievements made in the past 30 years of reform and opening up, the wealth in the hands of the residents is also continuously accumulated, and the financial investment consciousness of the residents is becoming stronger and stronger. As an economic barometer, the capital market has gone through 31 years since it was founded in 1990. By the end of 2011, the market size has grown to 2348 listed companies, with a total market value of 26.8779 trillion yuan. Since the beginning of the securities market, securities brokerage business has been a major contributor to the income of securities firms. China's securities industry has entered the market-based floating commission system since 2002. Especially after the great bull market from 2006 to 2007, the securities companies have joined the ranks of the commission price war in order to expand the market share. At the same time, because of the restrictions of national policies and regulations, the service mode of brokerage business is more homogeneous. Therefore, it is very important to explore the innovative brokerage service mode which is suitable for the development of our company. This paper takes Huarong Securities as the research carrier, through analyzing the current situation of Huarong securities brokerage service mode, and combining with the actual operation situation of other securities companies in domestic and foreign industries, it concludes that the innovation mode of Huarong securities service must be programmed. A stylized route. This paper points out that the essence of the current brokerage service model is to use securities trading as a medium. On the one hand, securities practitioners should strive to improve their own professional knowledge and communication skills, and investors on the other hand, with the help of brokerage service personnel, Through interactive learning, we can actively construct a more scientific trading method suitable for ourselves, and finally realize mutual trust and mutual benefit and win-win situation between securities dealers and investors. Combined with practical cases, this paper puts forward a new model of brokerage business service, which is "whole experience type" with the business department as the innovation unit. Then it introduces in detail how to create this new model, and the concrete operation method of the new model in the case. Finally, it expounds and evaluates the guarantee of this new model. It is concluded that this innovative model can be replicated and popularized.
【學位授予單位】：蘭州大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F832.51

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