A券商经纪业务部门运营战略研究

发布时间：2018-01-11 03:07

本文关键词：A券商经纪业务部门运营战略研究　出处：《西北大学》2012年硕士论文　论文类型：学位论文

【摘要】：随着证券行业竞争的加剧和佣金费率的持续下降,我国证券业经纪业务的竞争更加激烈,证券公司经纪业务面临运营模式的战略抉择。A券商同样也面临经纪业务简单粗放、墨守成规及靠天吃饭等问题。本文通过梳理企业运营战略竞争理论及迈克尔·波特的三种运营竞争战略,并运用PEST、波特五力及SWOT等分析工具,对A券商所处的内外部环境进行深度分析,从而总结出适合A券商经纪业务部门的运营战略,并结合A券商的实际情况,构建了A券商实施差异化战略及成本领先战略的具体措施。首先归纳了企业运营战略竞争理论的基本内容,重点阐述了迈克尔·波特的三种运营竞争战略,为下文研究A券商经纪业务部门的运营战略打下理论基础。接着本文简单介绍了A券商的基本情况,并以企业运营战略竞争理论及迈克尔·波特的三种运营竞争战略为理论依据,利用PEST分析、波特五力模型分析及SWOT分析等,对A证券公司经纪业务所处的宏观环境、行业竞争环境和公司内部环境进行详细分析。然后本文在第四部分重点分析了A券商经纪业务部门的运营战略选择问题,具体从指导思想、战略目标和战略选择三个方面进行阐述,制定出A券商经纪业务部门应实施的运营战略包括：差异化战略及成本领先战略。接着本文分别从多个方面尝试探讨A券商经纪业务部门运营战略具体措施,独辟蹊径综合考虑服务成本和佣金水平,依托先进的CRM系统平台(顾客关系管理系统)提供差异化服务,如建立具有A券商特色的“财富通”客户服务平台,把经纪业务客户服务分为财富通道、财富资讯、财富宝典、财富管家共四个层次,顾客依次享受到从基础到高端的服务方式和服务内容,通过开展差异化服务、特色服务、增值服务等实现收益。同时,提出以“专业服务能力提升”为核心的服务战略,整合资源、梳理流程,构建以投资顾问为核心的客户服务与管理体系,推行投资顾问制,以专业服务凝聚客户,创造价值。其次,控制成本,创新营销方式,通过微博营销及“财富通”杯股神大赛等活动,形成业务特色以达到获得客户资源、吸引增量客户、提高收益的目标；第四,构筑技术平台,通过丰富非现场交易通道,完善投资咨询及理财以及相关运营系统,提高经济效益等。最后,为实现差异化战略及成本领先钱略,还需引进和培养专业化高素质的人才实施具有激励性的薪酬管理方案等。
[Abstract]:With the aggravation of the competition in the securities industry and the continuous decline of the commission rate, the competition of the brokerage business in the securities industry of our country is more intense. The brokerage business of the securities company faces the strategic choice of the operation mode. A securities firm also faces the simple and extensive brokerage business. By combing through the theory of business operation strategy competition and Michael Porter's three operational competitive strategies, this paper uses the tools of pest, Porter five Forces and SWOT. Based on the deep analysis of the internal and external environment, this paper summarizes the operation strategy suitable for A brokerage business department, and combines with the actual situation of A brokerage company. The concrete measures of implementing differentiation strategy and cost leading strategy are constructed. First of all, it summarizes the basic content of enterprise operation strategy competition theory, focusing on Michael Porter's three kinds of operation competition strategy. For the following study of A brokerage business operation strategy lay a theoretical foundation. Then this paper briefly introduces the basic situation of A brokerage. And based on the theory of enterprise operation strategy competition and Michael Porter's three kinds of operation competition strategy, using PEST analysis, Porter's five-force model analysis and SWOT analysis, etc. The macro environment, competition environment and internal environment of brokerage business of A Securities Company are analyzed in detail. Then, in 4th, this paper focuses on the analysis of the A brokerage business operation strategy selection, specifically from the guiding ideology, strategic objectives and strategic choice of three aspects. The operational strategy of A brokerage business includes differentiation strategy and cost leading strategy. Then this paper tries to discuss the specific measures of A brokerage business operation strategy from a number of aspects, and consider the service cost and commission level comprehensively. Relying on the advanced CRM system platform (customer relationship management system) to provide differentiated services, such as the establishment of a characteristic of "Wealth Link" customer service platform, the brokerage business customer service is divided into wealth channels. Wealth information, treasure of wealth, wealth housekeeper is a total of four levels, customers in turn enjoy from the basic to the high-end service methods and service content, through the development of differentiated services, characteristic services. At the same time, put forward the "professional service ability enhancement" as the core of the service strategy, integrate resources, comb the process, and build the investment consultant as the core of customer service and management system. Carry out the investment consultant system, with the professional service agglomerate the customer, create the value. Secondly, control the cost, innovate the marketing way, through the Weibo marketing and the "fortune link" cup stock god competition and other activities. Form business characteristics to achieve the goal of obtaining customer resources, attracting incremental customers and increasing revenue; 4th, the construction of technology platform, through the enrichment of off-site trading channels, improve investment consulting and financial management and related operating systems to improve economic efficiency. Finally, to achieve differentiation strategy and cost lead money strategy. It is also necessary to introduce and train professional and high-quality talents to carry out incentive salary management programs and so on.
【学位授予单位】：西北大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.51

【共引文献】