东北证券股份有限公司互联网金融发展战略研究

发布时间：2018-04-24 21:18

本文选题：东北证券 + 互联网金融　；参考：《吉林大学》2014年硕士论文

【摘要】：随着互联网技术的飞速发展和互联网用户的爆炸式增长，互联网向传统行业的革命已经延伸到了金融行业，证券行业虽然天生具有非现场交易的互联网基因，但证券公司的业务模式和服务模式并没有真正体现互联网思维的应用，无论是证券公司与互联网公司的战略合作还是证券公司的独自转型，渠道佣金必然走向“0”利润空间，从而演生出不提供过多的金融服务的纯互联网经纪公司，然而血拼佣金并不是证券公司的唯一出路，甚至不是主要出路，证券公司的优势在于其投、融资能力和金融人才储备，纯粹的互联网折扣券商出现，将使得社会分工进一步细化，证券公司的专业金融组织专注于投、融资项目，服务于对金融服务要求比较高的高净值客户和机构客户，互联网证券组织服务于只需对其提供公开信息和鲜有服务的的普通客户，专业组织从事专业的领域，社会效用进一步最大化。互联网金融作为近年证券业的重大创新，业内都在积极探索，行业巨头希望在互联网时代占得先机，中小型券商亦希望借此时代的变革在行业内实现后发优势。互联网金融对证券公司意义重大，将促进证券公司建立更合理的盈利模式。互联网金融的创新更将对投资者产生深远的影响，证券公司可以通过大数据分析更加充分了解投资者，进而提供“私人订制”式的理财产品和服务，由此中国投资者将彻底改变过去单一渠道的理财理念和信息不对称的投资方式。当前互联网金融还不具有财富管理的色彩，只是以固定收益产品为主，处于一种提供高报价产品以吸引资金方的相对简单的业务发展阶段，此种模式最终必将走向价格战。即将出现的互联网证券公司和众多的互联网金融理财产品的挤压，无疑证券公司所面对的问题，将是在金融领域的专业性能力的考量和自身机构的互联网化进程。本文就是从机构自身互联网化的角度来探索企业的战略转型。从1992年年底，东北证券北国之春营业部开业，到目前互联网的浪潮下，传统的通道业务利润已经岌岌可危；分析近年公司利润构成，包括现场、非现场证券交易贡献和创新业务利润等占比；并分析其进一步发展所面临的瓶颈和主要问题，包括传统模式的高成本、低效率，并且即将进一步降低的利润空间。继而本文从内部和外部两个角度分析了影响东北证券互联网金融发展战略的因素。外部因素：监管方面，证券公司的“创新发展”研讨会于2012年在北京举行，开放客户资金账户的开立可以采取网上自助模式，开启了证券公司在互联网上销售理财类产品的时代；宏观方面，中国互联网在最近几年的快速增长，其特点是：用户，大量年轻，教育水平高；截至2013年底，中国个人资产累计投资94亿元左右，并且越来越多的投资者把自己手里的闲置资金投向理财产品而非银行存款，并且现今95%以上的客户证券交易是通过非现场的方式进行；行业方面，分析业内其它公司进行互联网金融转型带来的影响，包括佣金跳水等。内部因素：分析东北证券传统客户服务模式与互联网服务模式的差异性。本文选取了相关的内、外部因素，进行了东北证券互联网金融发展战略的SWOT模型分析和BCG矩阵分析并得出结论。在本文在最后一部分，对东北证券互联网金融发展战略实施提出对策，将互联网金融商城作为核心展示，全方位的帮助客户分析自己的财务状况、金融风险偏好等；改善东北证券客户服务理念，与互联网服务模式接轨，实现呼叫中心客服集中化，，对零售客户实行标准化的线上服务，开展数字营销和互联网财富管理，以差异化为指导思想开展各项互联网业务，逐步的完成向互联网模式的转型。
[Abstract]:With the rapid development of Internet technology and the explosive growth of Internet users, the revolution of the Internet to the traditional industry has extended to the financial industry. Although the securities industry is born with the innate Internet gene, the business model and service mode of the securities companies do not truly reflect the application of Internet thinking. It is the strategic cooperation between the securities company and the Internet Co or the individual transformation of the securities company. The channel Commission is bound to move towards the "0" profit space, thus producing a pure Internet broker company which does not provide too much financial services. However, the Commission is not the only way out of the securities company, not even the main outlet, the superior of the securities company. The potential lies in its investment, financing capacity and financial talent reserves, the emergence of a pure Internet discount broker will make the social division of labor further refined, and the professional financial organizations of the securities companies focus on investment, financing projects, high net value customers and institutional customers with higher requirements for financial services, and Internet securities organizations serve only to them. To provide ordinary customers with open information and rare services, professional organizations are engaged in professional fields, and the social utility is further maximized.
Internet finance, as a major innovation in the securities industry in recent years, is actively exploring the industry. The industry giants hope to take the lead in the age of the Internet. Small and medium brokers also want to take advantage of the change of the times in the industry. The Internet finance is of great significance to the securities companies and will promote a more reasonable profit model for the securities companies. The innovation of Internet finance will have a far-reaching impact on investors. Securities companies can understand investors more fully through large data analysis, and then provide "private customized" financial products and services. Thus, Chinese investors will completely change the idea of the past single channel and the way of information asymmetry.
At present, Internet finance does not have the color of wealth management, but it is based on fixed income products, and is in a relatively simple period of business development that provides high quoted products to attract funds. This model will eventually lead to price war. There is no doubt that the problems faced by the securities companies will be the consideration of the professional competence in the financial field and the Internet process of their own institutions. This article is to explore the strategic transformation of the enterprise from the perspective of the organization's own Internet.
From the end of 1992, the northern spring business department of northeastern securities opened, and the traditional channel business profit was in danger under the current wave of the Internet, and the profit composition of the company in recent years was analyzed, including the site, the contribution of non field securities trading and the profit of innovation business, and the bottleneck and main questions of its further development were analyzed. Topics include the high cost, low efficiency of the traditional mode, and the profit margins to be further reduced.
Then this paper analyzes the factors that affect the development strategy of Internet Finance in Northeast Securities from two aspects of internal and external. External factors: Supervision, the "innovation development" seminar of securities companies was held in Beijing in 2012. The opening of open customer capital account can take the self-help model on the net, opening the securities company on the Internet. In the era of selling financial products, the macro aspect, the rapid growth of China's Internet in recent years, is characterized by: users, a large number of young people, high education level; by the end of 2013, the cumulative investment of China's personal assets is about 9 billion 400 million yuan, and more and more investors have invested their own idle funds to financial products rather than silver Deposit, and more than 95% of the current customer securities transactions are carried out in a non field way; in the industry, the analysis of the impact of other companies in the industry on the Internet financial transformation, including commission diving. Internal factors: analysis of the differences between the traditional customer service model and the Internet service model in Northeast Securities. Related internal and external factors, SWOT model analysis and BCG matrix analysis of Northeast Securities Internet financial development strategy are carried out, and conclusions are drawn.
In the last part of this paper, we put forward the Countermeasures for the implementation of the Northeast Securities Internet financial development strategy, and show the Internet Financial mall as the core, help the customers to analyze their financial situation and financial risk preference in all directions, improve the concept of customer service in the Northeast Securities, and connect with the Internet service mode to realize the call center customers. The service is centralized, the retail customers are standardized online services, digital marketing and Internet wealth management are carried out, the Internet business is carried out with the guidance of differentiation, and the transition to the Internet mode is gradually completed.

【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.39

【共引文献】