基于客户体验的证券公司经纪业务转型的研究

发布时间：2019-03-17 21:17

【摘要】：经过近二十多年的发展,我国的证券市场已有了长足进步。特别是随着股权分置改革的完成,中国资本市场进入了一个新的历史发展阶段。在新的市场化浪潮中,证券公司作为资本市场的一个重要主体,在维护市场有序运转、促进资源配置效率提升和提高居民财产性收入方面逐步发挥其应有的作用,不断服务着实体经济发展。但随着近年证券市场行情陷入低迷,营业网点设立的限制逐步放开导致证券营业部数量激增,同质化服务导致佣金率持续下降,严峻的生存现实倒逼着整个行业思索新的出路。目前由单一通道服务模式向提供全方位服务的财富管理方向转型成为行业共识,监管层也大力推进创新助力整个行业实现转型。但在这一过程中,不少券商过度关注了模式的学习、引进与推广,却忽略了研究这种模式适合怎样的客户类型,对于自己的目标市场是否适用,其转型的结果自然是难以令以满意的。我们应并不拘泥于要学习哪种模式,而是从市场出发,针对客户的需求,进行业务模式的创新,摆脱发展的桎梏,最终顺利实现转型。论文采用问卷调查、实际案例等研究方法。采用从宏观到微观、定性与定量相结合的研究思路,借鉴,分析国外成熟经验,并通过收集统计数据以及调研论证客户体验在行业外的应用,从而引申至金融行业内银行等相关案例,运用客户体验等理论正式切入、分析与探索目前国内各券商经纪业务转型的问题。文章基于我国证券市场自身特点,以及整个行业处于创新、变革的浪潮,各种思路、模式层出不穷的实际情况,根据目前金融行业发展的最新动向,大胆借鉴并创新性提出基于客户体验的各种转型方案,尝试性为证券行业经纪业务转型提供有益启示。最后结合客户体验管理理念思考经纪业务转型的具体对策建议。以某券商营业部为例,在前文对我国证券行业问题进行较全面分析的基础上,结合客户体验成功案例,从实际出发,探索切实可行的发展方案,提高客户对公司的满意度和忠诚度,并最终提升利润,实现成功转型。
[Abstract]:After nearly 20 years of development, China's securities market has made considerable progress. Especially with the completion of the split share reform, China's capital market has entered a new stage of historical development. In the new tide of marketization, securities companies, as an important part of the capital market, gradually play their due role in maintaining the orderly operation of the market, promoting the efficiency of resource allocation and improving the property income of residents. Constantly serving the development of the real economy. However, with the stock market falling into a downturn in recent years, the restrictions on the establishment of business outlets gradually opened up to lead to a sharp increase in the number of securities business units, homogeneous services led to a continuous decline in commission rate, the grim reality of survival forced the entire industry to think about a new way out. At present, the transformation from a single channel service model to a full-service wealth management direction has become an industry consensus, and regulators have also vigorously promoted innovation to help the entire industry to achieve transformation. However, in this process, many securities firms pay too much attention to the learning of the model, introduce and promote it, but neglect to study what kind of customer the model is suitable for, and whether it is applicable to their target market. The results of its transformation are naturally difficult to satisfy. We should not stick to learning which model, but from the market, according to the needs of customers, business model innovation, get rid of the shackles of development, and finally achieve a smooth transformation. The paper adopts questionnaire survey, practical cases and other research methods. Using the research ideas from macro to micro, qualitative and quantitative combination, draw lessons from, analyze the mature experience of foreign countries, and through the collection of statistical data and research to demonstrate the application of customer experience outside the industry, Thus extended to banking and other related cases in the financial industry, using the theory of customer experience and other formal cut, analysis and exploration of the current domestic securities brokerage business transformation problems. Based on the characteristics of China's securities market, and the fact that the whole industry is in a wave of innovation and change, various ideas and models emerge one after another, and according to the latest trends in the development of the financial industry at present, In order to provide useful inspiration for brokerage business transformation in securities industry, various transformation schemes based on customer experience are put forward boldly and creatively. Finally, combined with the concept of customer experience management, thinking about the specific countermeasures and suggestions of brokerage business transformation. Taking the business department of a securities firm as an example, on the basis of a more comprehensive analysis of the problems of the securities industry in China in the preceding article, combined with the successful customer experience case, this paper explores a feasible development plan from the practical point of view. Improve customer satisfaction and loyalty to the company, and ultimately improve profits, achieve successful transformation.
【学位授予单位】：福州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F272.92;F832.39

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