【摘要】：2006年隨著股改、券商綜合治理的完成,證券市場進入了一個全新的時代。證券經(jīng)紀業(yè)務經(jīng)歷了2007年、2009年的兩次波瀾壯觀的牛市和2008年國際金融危機環(huán)境下大熊市的洗禮,證券市場及證券投資者逐步邁向了成熟。證券經(jīng)紀業(yè)務已由賣方市場向買方市場轉(zhuǎn)化,證券公司之間經(jīng)紀業(yè)務的競爭越演越烈。證券公司經(jīng)紀業(yè)務的載體——證券營業(yè)部,是證券市場最前沿的陣地,面臨著前所未有的壓力。同質(zhì)化的服務水平和降傭競爭,營業(yè)部利潤日趨下降；證券營業(yè)部數(shù)量激增,平均單店營業(yè)收入持續(xù)下降。如何在競爭中贏得未來,培育提升適合自身特點的核心競爭力,日益成為證券營業(yè)部關(guān)注的重點。越來越多的證券營業(yè)部都將提升自身的核心競爭力作為戰(zhàn)略目標與導向。 本文借鑒國內(nèi)外企業(yè)構(gòu)建核心競爭力的先進理論和經(jīng)驗,通過對A證券營業(yè)部某一時期的交易量、存量客戶數(shù)、客戶資產(chǎn)進行了分析和評價,指出了A證券營業(yè)部的競爭力不強。通過對營銷團隊、營銷渠道、客戶服務以及產(chǎn)品創(chuàng)新四個方面深入分析了造成A營業(yè)部競爭力不強的原因。 由此,針對A營業(yè)部中的實際情況,提出了A證券營業(yè)部核心競爭力提升方案設計,即發(fā)展和完善經(jīng)紀人團隊,不斷的拓展和完善營銷渠道,發(fā)展和健全投資顧問業(yè)務,深層次積極參與創(chuàng)新業(yè)務。
[Abstract]:With the stock reform in 2006, the completion of comprehensive governance of securities firms, the securities market has entered a new era. Securities brokerage business experienced in 2007, 2009 two spectacular bull market and 2008 international financial crisis environment under the baptism of the bear market, the securities market and securities investors have gradually moved towards maturity. The securities brokerage business has been transformed from the seller's market to the buyer's market. Securities Business Department, the carrier of brokerage business, is the front position of securities market and is facing unprecedented pressure. With the same level of service and competition, the profit of the sales department is declining day by day, and the number of the securities department is soaring, and the average revenue of the single store continues to decline. How to win the future in the competition and cultivate and enhance the core competitiveness suitable for their own characteristics has increasingly become the focus of the securities sales department. More and more securities business departments will enhance their core competitiveness as a strategic goal and direction. Based on the advanced theory and experience of constructing core competence of domestic and foreign enterprises, this paper analyzes and evaluates the trading volume, the number of customers in stock, and the assets of customers in a certain period of A securities sales department. It is pointed out that the competitiveness of A securities sales department is not strong. Through the marketing team, marketing channels, customer service and product innovation four aspects of in-depth analysis of the business department A competitiveness is not strong reasons. Therefore, according to the actual situation of A business department, this paper puts forward the design of the core competitiveness promotion scheme of A securities sales department, that is, to develop and perfect the broker team, to expand and perfect the marketing channel, to develop and perfect the investment consultant business. Deep-level active participation in innovative business.
【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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