本文關(guān)鍵詞：銀河證券經(jīng)紀(jì)業(yè)務(wù)轉(zhuǎn)型存在的問(wèn)題與對(duì)策研究　出處：《廣西師范大學(xué)》2014年碩士論文　論文類型：學(xué)位論文

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【摘要】：摘要：作為中國(guó)金融行業(yè)的重要組成部分,自20世紀(jì)90年代初以深圳和上海證券交易的成立為標(biāo)志,中國(guó)證券業(yè)開(kāi)始了快速的發(fā)展。而作為證券公司經(jīng)營(yíng)業(yè)務(wù)之一,結(jié)合發(fā)達(dá)國(guó)家較成熟證券市場(chǎng)發(fā)展經(jīng)歷和我國(guó)近20多年證券市場(chǎng)發(fā)展事實(shí)來(lái)看,長(zhǎng)期以來(lái),經(jīng)紀(jì)業(yè)務(wù)為證券公司帶來(lái)了豐厚的收益。然而另一方面,也正是受其中所蘊(yùn)含的巨額利益誘惑,伴隨本土市場(chǎng)證券經(jīng)紀(jì)業(yè)務(wù)的快速增長(zhǎng),作為一種重要金融服務(wù)商品,其市場(chǎng)發(fā)展已經(jīng)表現(xiàn)出較為嚴(yán)重的同質(zhì)化現(xiàn)象。再加上浮動(dòng)傭金制政策的推出及其影響,以及該服務(wù)性行業(yè)壁壘在我國(guó)加入WTO以后的逐漸消失,還有市場(chǎng)監(jiān)管方面的仍不完善等綜合因素影響,這均導(dǎo)致該服務(wù)產(chǎn)品市場(chǎng)的競(jìng)爭(zhēng)變得異常激烈,甚至到了白熱化地步。 應(yīng)該說(shuō)未來(lái)仍然會(huì)是充滿希望的,但轉(zhuǎn)型發(fā)展的道路是曲折的,甚至可能還會(huì)非常艱辛。本文研究以銀河證券經(jīng)紀(jì)業(yè)務(wù)發(fā)展實(shí)際情況為考察對(duì)象,結(jié)合我國(guó)宏觀經(jīng)濟(jì)運(yùn)行與行業(yè)發(fā)展環(huán)境背景基礎(chǔ)上,重點(diǎn)探討了銀河證券經(jīng)紀(jì)業(yè)務(wù)發(fā)展存在的突出問(wèn)題及其轉(zhuǎn)型發(fā)展對(duì)策。具體研究認(rèn)為,銀河證券公司整體層面制定發(fā)展戰(zhàn)略在執(zhí)行過(guò)程中的貫徹不到位,導(dǎo)致包括經(jīng)紀(jì)業(yè)務(wù)在內(nèi)的業(yè)務(wù)轉(zhuǎn)型發(fā)展在行業(yè)生存空間激烈變化過(guò)程中沒(méi)能夠及時(shí)、有效得到調(diào)整,原有痼疾依然存在。尤為突出的問(wèn)題就是銀河證券收入仍較大程度依賴競(jìng)爭(zhēng)最為激烈的經(jīng)紀(jì)業(yè)務(wù)。如果說(shuō)這過(guò)去曾是公司最主要的優(yōu)勢(shì),那么現(xiàn)在則構(gòu)成公司轉(zhuǎn)型發(fā)展最大的障礙。當(dāng)然從另外一個(gè)角度看,公司經(jīng)紀(jì)業(yè)務(wù)的轉(zhuǎn)型及其優(yōu)勢(shì)整合,還是能夠?yàn)檎w發(fā)展轉(zhuǎn)型和利潤(rùn)空間增長(zhǎng)帶來(lái)重要契機(jī)。 具體圍繞銀河證券經(jīng)紀(jì)業(yè)務(wù)發(fā)展所面臨內(nèi)、外部環(huán)境帶來(lái)的優(yōu)勢(shì)與劣勢(shì),研究認(rèn)為其經(jīng)紀(jì)業(yè)務(wù)轉(zhuǎn)型需要結(jié)合自身特點(diǎn),重點(diǎn)從五個(gè)方面實(shí)現(xiàn)重大突破：其一、構(gòu)建以客戶為中心的一體化服務(wù)模式。這需要公司進(jìn)一步在服務(wù)好現(xiàn)有客戶的基礎(chǔ)上,不斷拓展與積累新的客戶資源,高度重視對(duì)高凈值客戶、機(jī)構(gòu)客戶與企業(yè)客戶的投入與培育。其二、在保持傳統(tǒng)零售客戶群服務(wù)優(yōu)勢(shì)的同時(shí),進(jìn)一步打造“大交易”業(yè)務(wù)模塊。即以資本市場(chǎng)“大交易”的業(yè)務(wù)價(jià)值鏈為核心,整合上下游業(yè)務(wù),構(gòu)建以客戶需求為導(dǎo)向的跨部門一體化服務(wù)鏈條,形成客戶、系列產(chǎn)品、一攬子綜合服務(wù)的“大交易”服務(wù)體系。其三、著力打造高端客戶線,為高猙值客戶提供財(cái)富管理服務(wù)。為此需要充分發(fā)揮銀河證券作為全國(guó)最大證券經(jīng)紀(jì)品牌的一流金融機(jī)構(gòu)形象優(yōu)勢(shì),利用廣泛的客戶資源、客戶結(jié)構(gòu)與渠道優(yōu)勢(shì),打造專門的針對(duì)高凈值客戶展業(yè)的高端客戶線。其四、通過(guò)專業(yè)化服務(wù)能力的大幅度提升,努力獲得更多機(jī)構(gòu)客戶青睞。其五,更全方位來(lái)為企業(yè)客戶群提供投融資方面的解決方案。本著以提升產(chǎn)業(yè)滲透力,股權(quán)融資業(yè)務(wù)重進(jìn)行業(yè)一流為目標(biāo),公司應(yīng)強(qiáng)化內(nèi)部改革,加強(qiáng)團(tuán)隊(duì)建設(shè),提高研究、定價(jià)和銷售能力建設(shè)。
[Abstract]:Abstract: as an important part of Chinese financial industry, since the beginning of the 1990s to the establishment of the Shenzhen and Shanghai stock exchange as a symbol, China securities industry began a rapid development. As one of the securities company business, compared with developed countries with mature securities market development experience in China and the development of the securities market in recent 20 years for a long time, has brought many benefits to the brokerage business for securities companies. However, on the other hand, it is also affected by the contained huge temptation, accompanied by the rapid growth in the domestic market in the securities brokerage business, as a kind of important financial service products, its market development has shown the homogenization phenomenon is more serious. Plus floating commission system and its influence on the launch policy, as well as the service trade barriers after China's entry into WTO has gradually disappeared, and the market supervision is still not the end The effects of good and other comprehensive factors all lead to the fierce competition in the market for the service products.
It should be said that the future will still be full of hope, but the transformation and development of the road is tortuous, or even very difficult. In this paper, the Milky Way securities brokerage business development situation as the research object, combining the development background of China's macro-economic operation and industry, focusing on the problems of the Milky Way securities brokerage business development the transformation and development of countermeasures. The specific research believes that the level of the Milky Way securities company overall development strategy in the implementation process of the implementation is not in place, including leading brokerage business, business transformation and development in the fierce industry living space change process can not be adjusted timely, effective, original problems still exist. Especially prominent problem is the Milky Way stock income is still a large extent dependent on the most intense competition in the brokerage business. If this had been the company's main advantages, Now, it constitutes the biggest obstacle to the transformation and development of the company. Of course, from another point of view, the transformation and integration of the company's brokerage business can still bring important opportunities for the transformation of the overall development and the growth of profit space.
The concrete faced around the Milky Way securities brokerage business development, advantages and disadvantages from the external environment, the research that the brokerage business transformation need to combine its own characteristics, mainly from five aspects: first, to achieve a major breakthrough in constructing the integrated service mode to the customer as the center. This requires further in the service on the basis of existing customers and continuously expand and accumulate new customer resources, attaches great importance to high net worth clients, investment and training institutions and corporate customers. Second, while maintaining the traditional retail customer service advantages, further to create a "grand bargain" in the capital market. The business module of a "grand bargain" business value chain the core of downstream business integration, build inter departmental customer demand-oriented service chain integration, the formation of customers, products, a comprehensive package of services "to" service . third, efforts to build high-end customers, provide wealth management services to customers as high net value. It needs to give full play to the Milky Way securities as a first-class image of the country's largest financial institutions securities brokerage brand, with extensive customer resources, customer structure and channel advantages, to create a dedicated to high net worth clients exhibition industry high-end customer line. Fourth, service through professional ability to greatly enhance the efforts to get the favor of more institutional clients. Fifth, a full range of investment and financing to provide solutions for enterprise customers. In order to enhance the industry penetration, equity financing business in the industry's first goal, companies should strengthen internal reform, strengthening the team construction to improve, research, pricing and marketing ability construction.

【學(xué)位授予單位】：廣西師范大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F832.51

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