Dissertation Submitted to
Hebei GEO University
for
The Master Degree of
Business Administration
Optimization of financial mall Construction Scheme of C
Securities Company under the background of Internet Finance
by
Chenjing Gao
Supervisor: Prof.Jiangao Niu
Associate Supervisor: Bingliang Li
December 2021

摘要
随着互联网与传统金融行业的不断发展和相互碰撞，互联网金融应运而生。面对
人们闲置财富日益增多以及各种各样的理财需求和证券公司提供的传统金融服务落
后、单一的现状之间的矛盾，证券业正在面临着巨大且深刻的改革和创新。作为典型
的金融服务机构之一，证券公司近几年一直陷于“佣金价格战”之争，面对经纪业务
收入不断下滑这一迫切问题，财富管理转型升级已是解决根本问题的关键。如何将互
联网金融应用于公司业务发展中，助力财富管理转型升级，是每一个证券公司需要深
入研究的问题。在今年疫情爆发之后，物理空间上基本限制了人们的出行，工作、学
习、投资、消费等各项需求均依赖于线上，在金融领域，更加检验了投资理财 APP
其设计的系统性和便捷性，不仅要满足客户办理开户、风险承受能力测评、修改个人
信息等基本业务需求，同时也要兼顾客户个性化、专业化投资理财、了解金融新闻资
讯、参与营销活动等其他需求，所以如何将线下投资者引导至线上，打造功能多样、
个性化、定制化的线上金融商城，成为互联网金融发展浪潮中证券公司进行财富管理
转型升级的一个有力抓手和工具。
本文主要以 C证券公司为研究对象，运用文献分析法、比较分析法、案例分析法，
结合国内外相关文献，阐述国内外互联网金融以及金融商城的发展现状，通过客观全
面地分析 C证券公司互联网金融应用现状，以及使用 PEST、SWOT分析方法对 C证
券公司金融商城发展环境进行剖析，找到 C证券公司金融商城建设的短板，结合国内
头部证券公司和业内同水平证券公司金融商城建设发展情况和先进经验等内容，最终
提出 C证券公司金融商城完善与升级的思路和方案。
关键字：互联网金融证券公司金融商城
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ABSTRACT
With the continuous development and collision of the Internet and the traditional
financial industry, the Internet finance arises at the historic moment. Faced with the
increasing idle wealth of people and the contradiction between various financial needs and
the backward and single traditional financial services provided by securities companies, the
securities industry is facing a huge and profound reform and innovation. As one of the
typical financial service institutions, the securities industry has been caught in the
"commission price war" in recent years. Faced with the urgent problem of declining
brokerage business income, the transformation and upgrading of wealth management has
become the key to solve the fundamental problem. How to apply Internet finance to the
business development of the company and help the transformation and upgrading of wealth
management is a problem that every securities company needs to study in depth. After the
outbreak this year, basic travel restrictions on people's physical space, work, study,
investment, consumption demand are dependent on the line, in the financial sector, finance
and investment more inspection app convenience and systematicness of its design, not only
to satisfy the customer to open, measurement of the risk to bear ability, modify personal
information such as the basic needs of the business, At the same time also to take into
account customer personalized, professional finance and investment, understand the
financial news and information, to participate in marketing activities and other
requirements, so how to online and offline investors to build functional diversity,
personalization, customized financial online mall, become the Internet securities companies
in the tide of financial development on wealth management transformation and upgrading
of a powerful gripper and tools.
This paper mainly takes C Securities Company as the research object, uses literature
analysis method, comparative analysis method, case analysis method, combined with
relevant literature at home and abroad, through the combination of financial services of
financial institutions at home and abroad and the Internet, As well as the development
status of financial mall, C securities company financial mall construction status and short
board, and the top domestic securities and the industry of the same level of securities
company financial mall construction development and advanced experience of research and
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