本文關(guān)鍵詞：互聯(lián)網(wǎng)環(huán)境下A證券公司網(wǎng)上證券運(yùn)營(yíng)模式優(yōu)化研究　出處：《華僑大學(xué)》2017年碩士論文　論文類型：學(xué)位論文

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【摘要】：從國(guó)內(nèi)證券市場(chǎng)近些年的發(fā)展?fàn)顩r來看,證券市場(chǎng)逐步走向規(guī)范化發(fā)展,但是行業(yè)內(nèi)的競(jìng)爭(zhēng)程度不斷加強(qiáng),各證券公司為擴(kuò)展市場(chǎng)經(jīng)營(yíng)范圍,都選擇減小傭金,一味依靠?jī)r(jià)格進(jìn)行競(jìng)爭(zhēng),業(yè)務(wù)同質(zhì)化所導(dǎo)致的問題不斷涌現(xiàn)。各公司應(yīng)盡快采取措施避免價(jià)格戰(zhàn),努力改進(jìn)現(xiàn)行的證券業(yè)務(wù)經(jīng)營(yíng)方式。當(dāng)下眾多券商已經(jīng)統(tǒng)一達(dá)成通借助網(wǎng)絡(luò)運(yùn)營(yíng)模式,為受眾提供差異化、低成本的服務(wù),同時(shí)夯實(shí)自身實(shí)力。本文立足于互聯(lián)網(wǎng)與證券行業(yè)的發(fā)展趨勢(shì),以A證券公司為研究突破口,結(jié)合傳播營(yíng)銷理論、五力模型以及調(diào)查研究等,深入地研究了A證券公司網(wǎng)上證券運(yùn)營(yíng)模式。此外,本文就A證券公司應(yīng)用系統(tǒng)同質(zhì)化、金融產(chǎn)品和渠道單一化、以及價(jià)值鏈增值不足這三個(gè)方面分別給出了科學(xué)的改進(jìn)方案,且希望建立網(wǎng)上證券運(yùn)營(yíng)模式選擇模型,解秘中小證券公司成功開展網(wǎng)絡(luò)運(yùn)營(yíng)模式的關(guān)鍵。本文重點(diǎn)解析了網(wǎng)上證券運(yùn)營(yíng)模式的內(nèi)外部因素,并在此基礎(chǔ)上基于運(yùn)營(yíng)模式,構(gòu)建選擇模型,同時(shí)結(jié)合客戶調(diào)查、訪談等方法進(jìn)一步驗(yàn)證了A證券網(wǎng)具有調(diào)整運(yùn)營(yíng)模式的特點(diǎn)。最后提出了網(wǎng)上證券優(yōu)化方案實(shí)施的三大策略,首先施行多渠道策略,充分融合網(wǎng)絡(luò)與現(xiàn)場(chǎng)的優(yōu)勢(shì);其次構(gòu)建A證券公司客戶關(guān)系管理;最后推行差異化IT基礎(chǔ)平臺(tái)。
[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.

【學(xué)位授予單位】：華僑大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F832.39

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