互联网环境下A证券公司网上证券运营模式优化研究

发布时间：2018-01-14 06:24

本文关键词：互联网环境下A证券公司网上证券运营模式优化研究　出处：《华侨大学》2017年硕士论文　论文类型：学位论文

【摘要】：从国内证券市场近些年的发展状况来看,证券市场逐步走向规范化发展,但是行业内的竞争程度不断加强,各证券公司为扩展市场经营范围,都选择减小佣金,一味依靠价格进行竞争,业务同质化所导致的问题不断涌现。各公司应尽快采取措施避免价格战,努力改进现行的证券业务经营方式。当下众多券商已经统一达成通借助网络运营模式,为受众提供差异化、低成本的服务,同时夯实自身实力。本文立足于互联网与证券行业的发展趋势,以A证券公司为研究突破口,结合传播营销理论、五力模型以及调查研究等,深入地研究了A证券公司网上证券运营模式。此外,本文就A证券公司应用系统同质化、金融产品和渠道单一化、以及价值链增值不足这三个方面分别给出了科学的改进方案,且希望建立网上证券运营模式选择模型,解秘中小证券公司成功开展网络运营模式的关键。本文重点解析了网上证券运营模式的内外部因素,并在此基础上基于运营模式,构建选择模型,同时结合客户调查、访谈等方法进一步验证了A证券网具有调整运营模式的特点。最后提出了网上证券优化方案实施的三大策略,首先施行多渠道策略,充分融合网络与现场的优势;其次构建A证券公司客户关系管理;最后推行差异化IT基础平台。
[Abstract]:From the development of domestic securities market in recent years, the securities market gradually standardize the development, but the degree of competition in the industry continue to strengthen, the securities companies to expand the market scope, choose to reduce the Commission, blindly rely on price competition, business homogenization problems caused by emerging companies should take measures as soon as possible. To avoid the price war, efforts to improve the securities business in present. Many current firms have been reached through the unified network operation mode, to provide differentiated services for the audience, low cost, and consolidate their strength. This paper is based on the development trend of the Internet and the securities industry, A securities company as the research breakthrough point, combined with the marketing theory, five forces model and investigation, in-depth study of the online securities business model of A securities company. In addition, the A application system of securities company The homogenization of financial products and channels, as well as the value chain insufficiency of these three aspects were given the improvement scheme of science, and hope to establish online securities operation mode choice model, revealing small and medium-sized securities company successfully carried out key network operation mode. The internal and external factors of the point analysis of the online securities business model, and based on the operating mode, select the construction model, combined with customer surveys, interviews and other methods to further verify the characteristics of the adjustment of operation mode with A securities network. Finally puts forward three strategies of securities online optimization scheme, firstly, the implementation of multi channel strategy, the full integration of the network and the advantage of the second construction of A securities company; customer relationship management; finally, the implementation of differential IT based platform.

【学位授予单位】：华侨大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.39

【参考文献】