银河证券经纪业务转型存在的问题与对策研究

发布时间：2018-01-15 22:24

本文关键词：银河证券经纪业务转型存在的问题与对策研究　出处：《广西师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：摘要：作为中国金融行业的重要组成部分,自20世纪90年代初以深圳和上海证券交易的成立为标志,中国证券业开始了快速的发展。而作为证券公司经营业务之一,结合发达国家较成熟证券市场发展经历和我国近20多年证券市场发展事实来看,长期以来,经纪业务为证券公司带来了丰厚的收益。然而另一方面,也正是受其中所蕴含的巨额利益诱惑,伴随本土市场证券经纪业务的快速增长,作为一种重要金融服务商品,其市场发展已经表现出较为严重的同质化现象。再加上浮动佣金制政策的推出及其影响,以及该服务性行业壁垒在我国加入WTO以后的逐渐消失,还有市场监管方面的仍不完善等综合因素影响,这均导致该服务产品市场的竞争变得异常激烈,甚至到了白热化地步。应该说未来仍然会是充满希望的,但转型发展的道路是曲折的,甚至可能还会非常艰辛。本文研究以银河证券经纪业务发展实际情况为考察对象,结合我国宏观经济运行与行业发展环境背景基础上,重点探讨了银河证券经纪业务发展存在的突出问题及其转型发展对策。具体研究认为,银河证券公司整体层面制定发展战略在执行过程中的贯彻不到位,导致包括经纪业务在内的业务转型发展在行业生存空间激烈变化过程中没能够及时、有效得到调整,原有痼疾依然存在。尤为突出的问题就是银河证券收入仍较大程度依赖竞争最为激烈的经纪业务。如果说这过去曾是公司最主要的优势,那么现在则构成公司转型发展最大的障碍。当然从另外一个角度看,公司经纪业务的转型及其优势整合,还是能够为整体发展转型和利润空间增长带来重要契机。具体围绕银河证券经纪业务发展所面临内、外部环境带来的优势与劣势,研究认为其经纪业务转型需要结合自身特点,重点从五个方面实现重大突破：其一、构建以客户为中心的一体化服务模式。这需要公司进一步在服务好现有客户的基础上,不断拓展与积累新的客户资源,高度重视对高净值客户、机构客户与企业客户的投入与培育。其二、在保持传统零售客户群服务优势的同时,进一步打造“大交易”业务模块。即以资本市场“大交易”的业务价值链为核心,整合上下游业务,构建以客户需求为导向的跨部门一体化服务链条,形成客户、系列产品、一揽子综合服务的“大交易”服务体系。其三、着力打造高端客户线,为高狰值客户提供财富管理服务。为此需要充分发挥银河证券作为全国最大证券经纪品牌的一流金融机构形象优势,利用广泛的客户资源、客户结构与渠道优势,打造专门的针对高净值客户展业的高端客户线。其四、通过专业化服务能力的大幅度提升,努力获得更多机构客户青睐。其五,更全方位来为企业客户群提供投融资方面的解决方案。本着以提升产业渗透力,股权融资业务重进行业一流为目标,公司应强化内部改革,加强团队建设,提高研究、定价和销售能力建设。
[Abstract]:Abstract: as an important part of Chinese financial industry, since the beginning of the 1990s to the establishment of the Shenzhen and Shanghai stock exchange as a symbol, China securities industry began a rapid development. As one of the securities company business, compared with developed countries with mature securities market development experience in China and the development of the securities market in recent 20 years for a long time, has brought many benefits to the brokerage business for securities companies. However, on the other hand, it is also affected by the contained huge temptation, accompanied by the rapid growth in the domestic market in the securities brokerage business, as a kind of important financial service products, its market development has shown the homogenization phenomenon is more serious. Plus floating commission system and its influence on the launch policy, as well as the service trade barriers after China's entry into WTO has gradually disappeared, and the market supervision is still not the end The effects of good and other comprehensive factors all lead to the fierce competition in the market for the service products.
It should be said that the future will still be full of hope, but the transformation and development of the road is tortuous, or even very difficult. In this paper, the Milky Way securities brokerage business development situation as the research object, combining the development background of China's macro-economic operation and industry, focusing on the problems of the Milky Way securities brokerage business development the transformation and development of countermeasures. The specific research believes that the level of the Milky Way securities company overall development strategy in the implementation process of the implementation is not in place, including leading brokerage business, business transformation and development in the fierce industry living space change process can not be adjusted timely, effective, original problems still exist. Especially prominent problem is the Milky Way stock income is still a large extent dependent on the most intense competition in the brokerage business. If this had been the company's main advantages, Now, it constitutes the biggest obstacle to the transformation and development of the company. Of course, from another point of view, the transformation and integration of the company's brokerage business can still bring important opportunities for the transformation of the overall development and the growth of profit space.
The concrete faced around the Milky Way securities brokerage business development, advantages and disadvantages from the external environment, the research that the brokerage business transformation need to combine its own characteristics, mainly from five aspects: first, to achieve a major breakthrough in constructing the integrated service mode to the customer as the center. This requires further in the service on the basis of existing customers and continuously expand and accumulate new customer resources, attaches great importance to high net worth clients, investment and training institutions and corporate customers. Second, while maintaining the traditional retail customer service advantages, further to create a "grand bargain" in the capital market. The business module of a "grand bargain" business value chain the core of downstream business integration, build inter departmental customer demand-oriented service chain integration, the formation of customers, products, a comprehensive package of services "to" service . third, efforts to build high-end customers, provide wealth management services to customers as high net value. It needs to give full play to the Milky Way securities as a first-class image of the country's largest financial institutions securities brokerage brand, with extensive customer resources, customer structure and channel advantages, to create a dedicated to high net worth clients exhibition industry high-end customer line. Fourth, service through professional ability to greatly enhance the efforts to get the favor of more institutional clients. Fifth, a full range of investment and financing to provide solutions for enterprise customers. In order to enhance the industry penetration, equity financing business in the industry's first goal, companies should strengthen internal reform, strengthening the team construction to improve, research, pricing and marketing ability construction.

【学位授予单位】：广西师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.51

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