A证券营业部核心竞争力提升研究

发布时间：2018-11-19 09:56

【摘要】：2006年随着股改、券商综合治理的完成,证券市场进入了一个全新的时代。证券经纪业务经历了2007年、2009年的两次波澜壮观的牛市和2008年国际金融危机环境下大熊市的洗礼,证券市场及证券投资者逐步迈向了成熟。证券经纪业务已由卖方市场向买方市场转化,证券公司之间经纪业务的竞争越演越烈。证券公司经纪业务的载体——证券营业部,是证券市场最前沿的阵地,面临着前所未有的压力。同质化的服务水平和降佣竞争,营业部利润日趋下降；证券营业部数量激增,平均单店营业收入持续下降。如何在竞争中赢得未来,培育提升适合自身特点的核心竞争力,日益成为证券营业部关注的重点。越来越多的证券营业部都将提升自身的核心竞争力作为战略目标与导向。本文借鉴国内外企业构建核心竞争力的先进理论和经验,通过对A证券营业部某一时期的交易量、存量客户数、客户资产进行了分析和评价,指出了A证券营业部的竞争力不强。通过对营销团队、营销渠道、客户服务以及产品创新四个方面深入分析了造成A营业部竞争力不强的原因。由此,针对A营业部中的实际情况,提出了A证券营业部核心竞争力提升方案设计,即发展和完善经纪人团队,不断的拓展和完善营销渠道,发展和健全投资顾问业务,深层次积极参与创新业务。
[Abstract]:With the stock reform in 2006, the completion of comprehensive governance of securities firms, the securities market has entered a new era. Securities brokerage business experienced in 2007, 2009 two spectacular bull market and 2008 international financial crisis environment under the baptism of the bear market, the securities market and securities investors have gradually moved towards maturity. The securities brokerage business has been transformed from the seller's market to the buyer's market. Securities Business Department, the carrier of brokerage business, is the front position of securities market and is facing unprecedented pressure. With the same level of service and competition, the profit of the sales department is declining day by day, and the number of the securities department is soaring, and the average revenue of the single store continues to decline. How to win the future in the competition and cultivate and enhance the core competitiveness suitable for their own characteristics has increasingly become the focus of the securities sales department. More and more securities business departments will enhance their core competitiveness as a strategic goal and direction. Based on the advanced theory and experience of constructing core competence of domestic and foreign enterprises, this paper analyzes and evaluates the trading volume, the number of customers in stock, and the assets of customers in a certain period of A securities sales department. It is pointed out that the competitiveness of A securities sales department is not strong. Through the marketing team, marketing channels, customer service and product innovation four aspects of in-depth analysis of the business department A competitiveness is not strong reasons. Therefore, according to the actual situation of A business department, this paper puts forward the design of the core competitiveness promotion scheme of A securities sales department, that is, to develop and perfect the broker team, to expand and perfect the marketing channel, to develop and perfect the investment consultant business. Deep-level active participation in innovative business.
【学位授予单位】：兰州大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.51

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