学校代码： 10589 学号：13125100210021
分 类 号： 125100 密级：
硕士学位论文
题 目：HT 证券凤翔路营业部经营策略转型研究
作 者： 黄雪花
指导教师： 马国强
专 业： 工商管理
时 间：二○二二年六月
Research on business model
transformation of Fengxiang
Road Business Department of HT
securities
A Thesis
Submitted in Partial Fulfillment of the Requirement
For the MBA Degree in Hainan University
By
Supervisor:
Major: Business Administration
Submitted time: May, 2022
摘 要
自 1990 年上交所与深交所成立以来，中国证券业繁荣发展已有三十余年，但高
速发展的同时也暴露出许多问题。随着资本市场不断地开放，国际资本的加速流入以
及投资者的国际化，中国证券业市场经营环境发生了重大变化，行业竞争愈来愈激烈，
行业发展初期倚靠“高佣金”的传统经纪业务受到了严重的制约，如何摆脱传统券商经
营服务模式，无论是行业创新还是产品服务创新，各大证券公司都面临着经营模式如
何创新转型的困境。
证券营业部作为我国资本市场的重要组成部分之一，同时也是各大券商的基本组
成单位，自然而然走在了改革与创新的前沿。营业部需要根据当今的监管环境与相关
政策，实现真正的经营模式与产品核心服务的转型升级，为营业部收入增长提供持续
的动力，打破佣金收入下滑导致营业部整体营收同步下滑的僵局。
本文以 HT 证券凤翔路营业部为研究对象，通过充分分析营业部目前经营现状，
运用相关理论对营业部目前存在的问题进行详细的阐述，然后运用SWOT 分析工具
针对本营业部自身的优缺点以及外部可能遇到的机会与挑战进行分析，从而为营业部
转型与创新提供具体措施。
本文拟采用文献分析法与案例分析法，希望通过本文的研究，助力HT 证券凤翔
路营业部转型，改善相关服务，提升营业部总体盈利水平，以便进一步适应不断变化
的市场环境与需求，最终提高该营业部的核心竞争力。同时，也为对我国其他证券营
业部的经营模式转型与创新提供一定的参考与借鉴。
关键词：证券营业部；经营策略；转型；措施
Abstract
Since the establishment of the Shanghai Stock Exchange and the Shenzhen Stock
Exchange in 1990, China;s securities industry has prospered and developed for more than
30 years, but the rapid development has also exposed many problems. With the continuous
opening of the capital market, the accelerated inflow of international capital and the
internationalization of investors, the operating environment of China;s securities industry
has undergone major changes, and industry competition has become increasingly fierce. In
the early stage of industry development, the traditional brokerage business with "high
commission" Under serious constraints, how to get rid of the traditional brokerage business
service model, whether it is industry innovation or product service innovation, major
securities companies are faced with the dilemma of how to innovate and transform their
business models.
As one of the important components of my country;s capital market, the securities
business department is also the basic unit of major securities companies. It is naturally at
the forefront of reform and innovation. According to the current regulatory environment
and relevant policies, the sales department needs to realize the transformation and
upgrading of the real business model and core products and services, provide continuous
driving force for the revenue growth of the sales department, and break the deadlock that
the decline in commission income leads to the simultaneous decline of the overall revenue
of the sales department.
This paper takes the Fengxiang Road Sales Department of HT Securities as the
research object, fully analyzes the current operating status of the sales department, uses
relevant theories to elaborate on the current problems of the sales department, and then
uses SWOT analysis tools to analyze the advantages and disadvantages of the sales
department itself Analyze the opportunities and challenges that may be encountered
externally, so as to provide specific measures for the transformation and innovation of the
business department.
This article intends to use the literature analysis method and case analysis method. It
is hoped that through the research of this article, it will help the transformation of the
Fengxiang Road branch of HT Securities, improve related services, and enhance the
overall profitability of the branch, so as to further adapt to the changing market
environment and needs, and ultimately improve the The core competitiveness of the sales
department. At the same time, it also provides a certain reference and reference for the
transformation and innovation of the business models of other securities branches in my