国金证券长沙营业部财富管理服务体系优化研究

发布时间：2018-06-27 03:42

本文选题：财富管理 + 客户满意度　；参考：《湖南大学》2014年硕士论文

【摘要】：证券行业通过二十多年的发展，已经成为我国资本市场的重要参与者和国民经济的重要组成部分，但证券业的发展还不能完全支撑多层次资本市场加快发展的需要，，不能完全适应国民经济持续健康发展的需要。证券行业长期依赖业务牌照，以通道业务模式为主，大部分收入来源于传统的证券经纪业务，随着业务牌照的放开、大量轻型营业部的新设以及互联网金融迅猛发展，导致全行业经纪业务价格战愈演愈烈，证券公司经营陷入了困境。证券营业部如何摆脱低层次的价格战，建立“以客户为中心”的财富管理服务体系并成功实现盈利模式转变成为一个重要课题。本文从经纪业务现状分析出发，以客户满意度、客户关系管理和服务利润链等相关客户服务理论为指导，以财富管理服务相关文献为基础，对国金证券长沙营业部及相关竞争对手财富管理服务进行了详细分析和研究，指出了营业部应该优化财富管理服务体系。优化财富管理服务体系以客户需求为导向，通过客户分类、服务分级等方式来构建服务产品体系，通过服务流程、服务规范以及服务平台的梳理来提升客户服务体验，从而将营业部打造成为专业化财富管理服务提供商，全面提升客户满意度，为营业部盈利模式转变打下坚实基础。最后，为保障财富管理服务体系的顺利实施，营业部的组织架构应该由业务条线模式转变为面向客户需求模式，在加强财富管理专业团队建设以及指导客户参与服务生产和评估等方面也提出了具体措施和对策，形成了优化营业部财富管理服务体系的整体解决方案。
[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.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.51

【参考文献】