DB证券公司沈阳营业部客户服务管理研究

发布时间：2018-01-02 22:23

本文关键词：DB证券公司沈阳营业部客户服务管理研究　出处：《东北大学》2012年硕士论文　论文类型：学位论文

【摘要】：本文是主要研究证券公司经纪业务在现阶段面临的现状,尤其是基础层面---沈阳营业部的客服服务管理现状,通过对现状的分析和整理,发现经纪业务在现阶段面临的问题,尤其是证券营业部在经纪业务中所面临的问题,发现问题后,通过客户服务管理理论、客户关系管理理论、服务营销等理论,从客户服务为突破口,组建客户服务体系,通过客户服务体系的建立来解决证券公司经纪业务,尤其是营业部层面所面临的客户服务的问题,从而突破经纪业务在转型的大趋势下所面临的瓶颈。并且将证券公司服务品牌产品,业务创新和投资顾问制度注入到客服眼务体系之中,从而发挥更大的作用。本文先从证券经纪业务出发进行阐述,介绍了证券经纪业务的现状,同时对DB证券公司和其沈阳营业部进行介绍,对DB证券公司和其沈阳营业部进行实际调研,进行数据的统计和资料的收集,结合服务管理理论、客户关系管理理论、服务营销等理论及相关理论进行分析,对以上内容通过文献研究法和实证研究法进行研究和归纳,发现经纪业务面临的问题：同质化竞争、服务意识不足、中小券商创新业务受限和缺乏差异化服务等问题。通过分析,推出建立客户服务体系,并以服务体系为依托,通过品牌完善、中台建设、引进理财管理和完善投资顾问制度来解决相应的问题。本论文主要有三方面的创新,一、在服务体系中突出中台的作用；二、在经纪业务中引进理财管理观念和内容,增加新的利润增长点；三、明确投资顾问在服务体系中的作用和工作方向。通过对服务体系的重新完善,将投资顾问注入到服务体系之中,成为服务体系的灵魂,以理财管理为主要武器,充分发挥服务体系的作用,使其适应经纪业务转型中的大趋势,顺应资本市场改革发展的方向,从而给中小券商的经纪业务寻找出一条发展之路。
[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.
【学位授予单位】：东北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.39

【参考文献】