证券投资顾问业务品牌价值评估研究

发布时间：2018-01-12 04:25

本文关键词：证券投资顾问业务品牌价值评估研究　出处：《沈阳航空航天大学》2013年硕士论文　论文类型：学位论文

【摘要】：随着我国证券行业监管机制的逐步放松和创新政策的不断推出，证券公司经纪业务面临着行业内外前所未有的激烈竞争。在这种环境下，证券公司为了寻求突破，纷纷开始推进传统经纪业务转型，投资顾问业务作为未来经纪业务的转型方向得到各大证券公司的一致认同。在投资顾问业务开展过程中，品牌化建设成为了各大券商一致的选择。投资顾问业务品牌对证券公司来说是一项非常重要的无形资产，对其品牌价值进行评估不但可以确认品牌的具体价值，还可以向管理层反馈品牌建设的效果，，从而可以对证券公司投资顾问业务品牌化建设起到积极的指导和辅助作用。但是如何评价品牌建设的效果，即对证券投资顾问业务品牌进行价值评估，目前并没有一套成熟的方法。以往关于品牌价值评估的研究，多数学者的研究对象侧重于集团或总公司层面，而对于集团之下某一业务品牌的研究却非常之少。针对证券行业品牌价值评估的研究也是多数集中于证券公司整体品牌的价值评估，再加上证券投资顾问业务品牌化建设时间不长，因此学术界对其价值评估的研究还处于初级阶段。本文在系统的阐述了品牌、品牌价值和品牌价值评估相关理论和方法的基础上，针对证券公司投资顾问业务的特点，借鉴前人关于品牌价值评估方法的研究成果，提出了一种针对证券投资顾问业务品牌价值评估的方法。最后以海通证券投资顾问业务品牌“彩虹俱乐部”为案例，对其进行了品牌价值评估。
[Abstract]:With the gradual relaxation of the supervision mechanism of our securities industry and the continuous introduction of innovation policy , the brokerage business of the securities firm is facing the unprecedented competition in the industry and outside the industry . In this environment , the securities company has started to push forward the transformation of the traditional brokerage business . In the process of the investment consultancy business , the brand construction becomes the unanimous choice of the big securities companies . The investment advisers business brand is a very important intangible asset for the securities firm . The investment advisers business brand can not only confirm the specific value of the brand , but also can feedback the effect of the brand building to the management layer , so that it can guide and assist the brand construction of the investment advisers of the securities firm . However , how to evaluate the effect of brand construction , that is to evaluate the value of the brand value of the securities investment consultant , is not a mature method at present . Most scholars ' research objects focus on the group or head office level , but the research on the brand value evaluation of the securities industry is very little . The research on the value evaluation of the securities industry is also the value evaluation of the whole brand of the securities firm , and the research on the brand value evaluation of the securities industry is not long , so the research on the value evaluation of the academia is still in the primary stage . Based on the introduction of the theory and method of brand , brand value and brand value assessment , this paper puts forward a method for evaluating the brand value of securities investment advisers based on the characteristics of the investment advisers business of securities companies . Finally , based on the research results of brand value evaluation methods , a brand value evaluation method for securities investment advisers is put forward .

【学位授予单位】：沈阳航空航天大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F832.51;F273.2

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