证券市场的顾客选择行为与服务质量改进

发布时间：2018-04-30 04:30

本文选题：证券市场 + 顾客选择　；参考：《青岛大学》2012年硕士论文

【摘要】：随着证券市场改革的推进和规范化发展进程的加快,证券市场化程度不断提高,市场透明度增强,证券行业进入门槛降低,新的克争者大量涌入,市场竞争进一步激化。证券企业要想在日益激烈的竞争中取胜,就必须从满足顾客需求出发,为客户提供差异化、个性化服务,树立专业化、特色化服务优势,争取吸引更多的客户资源。本文从顾客选择理论出发,借助离散选择模型刻画证券市场上的顾客选择行为,从驱动顾客选择的个性化偏好和从众心理两个角度对顾客选择和市场演化进行分析；另外,引入定量分析工具OFD方法,对证券企业服务质量进行研究,利用其核心工具“质量屋”将证券公司顾客需求转化为证券公司金融产品的技术特征,从而保证开发出来的金融产品符合顾客需求,提升顾客满意度,扩大企业市场份额,增强企业的市场竞争力。本文综合运用经济学、管理学、系统理论等多学科的科学思想和理论方法,采取理论探讨与实证研究相结合的方式,对证券市场的顾客选择行为及其服务质量改进进行了研究。顾客的选择行为直接关系到企业的市场份额,而证券公司服务质量的优劣,金融产品是否满足顾客需求,又对证券公司能否真正进入良性循环的正反馈产生决定性影响。
[Abstract]:With the promotion of the reform of the securities market and the acceleration of the standardized development process, the degree of securities marketization has been continuously improved, the transparency of the market has been enhanced, the entry threshold of the securities industry has been lowered, a large number of new contenders have been coming in, and the market competition has been further intensified. In order to win in the increasingly fierce competition, securities enterprises must meet the needs of customers, provide customers with differentiated, personalized services, establish the advantages of specialized and characteristic services, and strive to attract more customer resources. Based on the theory of customer selection, this paper describes the behavior of customer selection in the securities market by means of discrete choice model, and analyzes the customer selection and market evolution from the perspective of personalized preference and herd psychology that drive customer selection. This paper introduces the quantitative analysis tool OFD method to study the service quality of securities enterprises, and uses its core tool, "quality House", to transform the customer demand of securities companies into the technical characteristics of securities companies' financial products. In order to ensure that the developed financial products meet the needs of customers, improve customer satisfaction, expand the market share of enterprises, enhance the market competitiveness of enterprises. This paper studies the customer selection behavior and the improvement of service quality in the securities market by using the multi-disciplinary scientific ideas and theoretical methods such as economics, management, system theory and so on, and adopting the combination of theoretical discussion and empirical research. The choice behavior of the customer is directly related to the market share of the enterprise, and the quality of the service of the securities company and whether the financial products satisfy the customer's demand have a decisive influence on the positive feedback of whether the securities company can really enter the virtuous circle.
【学位授予单位】：青岛大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.51;F274;F224

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