财富证券经纪业务竞争战略研究

发布时间：2018-03-26 19:01

本文选题：证券市场　切入点：经纪业务　出处：《湖南大学》2012年硕士论文

【摘要】：证券经纪业务是证券公司的核心支柱业务，经纪业务收入在证券公司收入中占有很大的比重。近年来由于行业的进入门槛降低、经济制度的出台和交易佣金的进一步市场化，使得证券经纪业务的经营环境发生了巨大的变化，竞争程度越来越激烈。因此，加强对经纪业务竞争力的研究符合证券经纪发展的要求，是券商在竞争中取得领先的重要因素。本文对财富证券经纪业务竞争力的提升进行了研究。在陈述选题背景和研究意义之后，概述了本文所运用的战略理论和营销理论，以及以往对经纪业务的研究，从而为本研究奠定了基础。论文从分析公司所处的内外环境入手，先一般后具体的思路。通过PEST分析了公司所处的宏观环境。运用五力模型分析了证券行业环境。在此基础上，通过SWOT分析法，在深入全面地分析财富证券公司经纪业务内外部环境以及自身条件的基础上，客观提出了当前财富证券公司经纪业务所存在的不足，并借鉴了国外证券经纪业务发展的成功模式，提出了财富证券经纪业务发展之构想。在当前的证券经纪业务的竞争环境下，财富证券经纪业务的发展应围绕以客户为中心，同时制定符合财富证券自身特色的经营方针。主要是在发展战略上的选择，应选择集中化战略、差异化战略和低成本扩张战略来获取经纪业务的竞争优势。同时还需要制定一系列的措施来保障战略的实施，，第一是调整营业部组织架构，二是提高咨询力量，三是选择合适的经纪人制度。
[Abstract]:The securities brokerage business is the core pillar business of the securities company, and the income of the brokerage business accounts for a large proportion of the income of the securities company. In recent years, due to the lower entry threshold of the industry, the introduction of the economic system and the further marketization of the trading commission, The environment of securities brokerage business has changed greatly and the degree of competition has become more and more intense. Therefore, strengthening the research on the competitiveness of brokerage business accords with the requirements of the development of securities brokerage, which is an important factor for securities firms to gain the leading position in the competition. After stating the background and significance of the research, this paper summarizes the strategic theory and marketing theory used in this paper, as well as the previous research on brokerage business. The paper begins with the analysis of the internal and external environment of the company, and then gives a general and concrete way of thinking. Through PEST, the author analyzes the macro environment of the company, analyzes the environment of the securities industry by using the five-force model. On this basis, the paper analyzes the environment of the securities industry. Based on the analysis of the internal and external environment of the brokerage business of the wealth securities company and its own conditions through SWOT analysis, this paper objectively points out the shortcomings of the brokerage business of the wealth securities company at present. The successful development model of foreign securities brokerage business is used for reference, and the conception of wealth securities brokerage business development is put forward. In the current competitive environment of securities brokerage business, the development of wealth securities brokerage business should revolve around taking the customer as the center, and at the same time formulate the management policy that conforms to the characteristics of the wealth securities, which is mainly the choice of the development strategy. We should choose centralization strategy, differentiation strategy and low-cost expansion strategy to gain the competitive advantage of brokerage business. At the same time, we also need to formulate a series of measures to ensure the implementation of the strategy. The first is to adjust the organizational structure of the business department. The second is to improve the advisory force, and the third is to choose the appropriate broker system.
【学位授予单位】：湖南大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.51

【引证文献】