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MBA毕业论文_证券公司郑州营业部大户投资顾问业务发展研究PDF

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近年来,随着我国资本市场的对外开放和互联网金融的迅速发展,券商经 纪业务在面临重大机遇的同时,也面临更加激烈的竞争与挑战。M证券公司郑州 营业部成立于1993年,现有客户9万余户,主要收入来源于传统通道业务。2015 年以来市场行情持续低迷,行业竞争加剧导致交易佣金率不断下滑,客户交易 活跃度下降,客户流失增加,导致营业收入不断减少。在证券行业激烈竞争的 新形势下,M证券公司郑州营业部必须重新准确定位,转变单一的盈利模式,将 经营重点由通道向服务转变,根据客户的需求向其提供高水平专业化的投资顾 问服务,帮助客户实现资产保值增值目标,巩固和发展长久的客户关系,才能 尽快走出当前发展的困境。 与普通散户相比,证券公司大户资产较多,贡献度更高,理财需求也更大, 是营业部投资顾问业务的重要服务对象。因此,研究针对大户群体开展的投资 顾问业务,对证券营业部的发展转型至关重要。本文依据M证券公司客户服务 分类标准,聚焦于郑州营业部资产规模50万元以上的大户,在介绍营业部大户 投资顾问业务发展现状的基础上,从业务定位偏差、客户流失、产品同质化、 服务缺乏专业性、平台功能使用不足、客户认可度偏低六个方面分析阐述了其 当前业务发展中存在的问题,并通过对营业部展开深度调研,进一步分析了造 成这些问题的原因。最后,结合当前经纪业务的发展趋势,提出了基于员工自 主研发的服务差异化发展策略,并从准确定位投资顾问业务、优化投资顾问管 理体系、搭建营业部产品线、优化客户分类体系、创新业务推广方式、构建业 务合规风险管理体系等方面进行了详细论述。 M证券公司郑州营业部是券商营业部的一个代表和缩影。通过对其大户投资 顾问业务现状的分析与研究,探索一条适合当前市场环境和未来发展趋势的发 展道路,对营业部本身的持续发展具有迫切的需要和重要的意义,同时也能够 对业内其他营业部投资顾问业务的开展提供一个可供参考和借鉴的样本。 关键词:投资顾问业务;营业部大户;自主研发;服务差异化 II Abstract Intherecentyears,withtheopeningupofChina'scapitalmarketandtherapid developmentofInternetfinance,securitiesbrokeragebusinessisfacingnotonlygreat opportunitiesbutalsomorefiercecompetitionandchallenges.Zhengzhoubusiness departmentofMsecuritiescompanywhichwasfoundedin1993nowhasmorethan 90000clients.Itsmainrevenuecomesfromthetraditionalchannelbusiness.Since 2015,themarkethasbeeninacontinuousdownturnandthecompetitioninthe industryismorefierce,whichresultinacontinuousdeclineintransaction commissionrate.Clientsreducestocktradingandthelossofclientsisincreasing.So therevenueisdeclining.Inthenewsituationoffiercecompetitioninthesecurities industry,ZhengzhoubusinessdepartmentofMsecuritiescompanymustbe repositionedaccuratelyandchangethesingleprofitmodel.Itshouldshiftbusiness focusfromchannelstoservices.Tohelpclientsmaintainandincreasethevalueof theirassetsandmaintainlong-termclientrelationship,itshouldprovideclientswith moreprofessionalinvestmentservicestomeettheirneeds.Onlyinthiswaycanitget outofthedilemmaofcurrentdevelopment. Comparedwithordinaryclients,majorclientswithmoreassetshavehigher contributionandgreaterdemand.Theyaretheimportantserviceobjectsofsecurities companies'investmentadvisorybusiness.Soitisveryimportantforthedevelopment andtransformationofthebusinessdepartmenttostudytheinvestmentadvisory businessformajorclients.AccordingtoMsecuritiescompany'sclientsservice classificationstandard,thepaperfocusesonthemajorclientswithassetsofmorethan 500,000yuaninZhengzhoubusinessdepartment.Firstly,itintroducesthecurrent situationofinvestmentadvisorybusinessformajorclientsinZhengzhoubusiness department.Secondly,itanalyzestheproblemsexistingintheinvestmentadvisory businessofmajorclientsfromsixaspectswhichincludebusinesspositioning deviation,clientsloss,producthomogeneity,lackofprofessionalservice,insufficient useofplatformfunction,lowrecognitionofclients.Thirdly,itanalyzesthecausesof theseproblemsthroughin-depthinvestigationofthebusinessdepartment. III Finally,accordingtothecurrentdevelopmenttrendofbrokeragebusiness,itputs forwardthedevelopmentstrategyofdifferentiatedserviceswhichisbasedonthe independentresearchanddevelopmentcapabilityoftheinvestmentconsultants.In addition,thispaperdiscussesindetailtheaccuratepositioningofinvestmentadvisory business,theoptimizationofthemanagementsystemofinvestmentconsultants,the establishmentofthebusinessdepartmentproductline,theoptimizationofclient classificationsystem,theinnovationofbusinesspromotion,andtheconstructionof businesscomplianceriskmanagementsystem. ZhengzhoubusinessdepartmentofMsecuritiescompanyisarepresentationand microcosmofbrokeragedepartments.Itisveryimportantforthedevelopmentof ZhengzhoubusinessdepartmentofMsecuritiescompanytoexploreadevelopment pathsuitableforthecurrentmarketenvironmentandthefutureindustrydevelopment trendthroughanalyzingandresearchingthecurrentsituationofinvestmentadvisory businessformajorclients.Atthesametime,itprovidesareferencesampleforother businessdepartmentsinthesecuritiesindustry. KeyWords:Investmentadvisorybusiness;Majorclients;Independentresearch anddevelopment;Servicedifferentiation IV 目录 第一章绪论...............................................................................................1 第一节研究背景和意义......................................................................................1 一研究背景......................................................................................................................1 二研究意义......................................................................................................................2 第二节相关概念及文献综述..............................................................................3 一相关概念界定..............................................................................................................3 二国内外文献综述..........................................................................................................3 第三节研究方法和思路......................................................................................6 一研究方法......................................................................................................................6 二研究思路......................................................................................................................6 第四节主要创新点..............................................................................................7 第二章M证券公司郑州营业部大户投资顾问业务发展现状...............8 第一节M证券公司郑州营业部基本情况介绍...................................................8 一客户及托管资产情况..................................................................................................8 二人力资源现状..............................................................................................................9 三组织架构情况............................................................................................................10 四营业收入构成情况....................................................................................................11 第二节郑州营业部大户投资顾问业务现状....................................................11 一业务管理模式............................................................................................................12 二产品概况....................................................................................................................13 三线下投顾服务............................................................................................................16 四业务推广方式............................................................................................................18 五业绩分析....................................................................................................................18 第三章M证券公司郑州营业部大户投资顾问业务存在问题.............20 V 第一节投资顾问业务定位偏差........................................................................20 第二节客户流失问题日渐严峻........................................................................20 第三节产品同质化问题突出............................................................................22 第四节投顾服务专业化程度低........................................................................23 第五节平台功能使用不足............................................................