本文从投资顾问服务业务的概念、特点、服务模式;服务质量的要素、分析模型和客
户满意度等相关理论进行探讨,以财富证券为实例,通过设计、统计、分析调查问卷找到
财富证券投资顾问服务存在的问题,并提出相应的改进措施,提升证券公司投资顾问水平,
形成证券公司新的盈利点,经营模式从而实现成功转型
关键词:证券公司投资顾问服务问题解决 Abstract
Abstract
Since the beginning of 90s, Chinese capital markets into the leap forward development, as
one of the core of the main body of the capital market of the securities market in the history of
the Guoxie,with a thousand li a day rate of rapid development, although only a short thirty years
of development, is worth the western developed countries hundreds of years of development
speed. Dviring this period, the development of securities companies has undergone a series of
transformation and transformation to adapt to the national development and market economy.
The early development of the securities company, the securities brokerage business is one of the
main pillars of the business of securities companies, securities companies accounted for more
than 80% overall profit, bring a lot of revenue for the securities companies, securities companies
rely on the unique characteristics of the early. Any industry can not always huge profits, if the
market continues to decline, the stock market experienced bear market, the stock market trading
light, will inevitably lead to securities brokerage business profits decline. At the same time, the
securities business homogenization, trading commissions cliff style decline and so on, the
securities company&39;s business profitability continued to decline, industry profits into low profit
industry. The profit margins are constantly compressed and the development is faced with
difficulties. The industry is facing reshuffle,and the traditional brokerage business model is
facing severe challenges. The management model needs to be changed urgently. The securities
company belongs to the financial service industry, must have certain financial professional
knowledge and quality customer service, how to improve the service level of investment
securities companies has become the most important topic in China securities company. The
selection and training of investment advisers, the standard and depth of service, and the timely
launching of the securities investment consultancy business, turn the brokerage business of the
securities company from a simple channel business into a professional value-added service
transformation.
Starting with the concept and the significance of this service from the investment adviser, to
explore the experience of investment advisers at home and abroad, and draw on the advanced
and effective methods at home and abroad, to find effective suitable for China development Abstract
investment advisory service mode, to enhance the level of China&39;s securities investment
consulting company, which makes the development of the capital market healthy and stable and
orderly.
Keywords: securities company, Investment advisory services, Problemsolving
目录
_觀ABSTRACT 2
0 ^ 1
第1章绪论 1
1.1研究背景与意义 1
1.1.1研究背景 1
1.1. 2研宂意义1.2研宄目的与主要内容1.2.1研究目的1.2. 2研究主要内容1. 3研究思路及方法 4
1.3.1研宄思路 4
1.3. 2研究方法 4
第2章相关理论概述 5
2. 1证券投资顾问业务的范围及特点2.1.1证券投资顾问的业务范围2. 1. 2证券投资顾问的服务模式2.1. 3证券投资顾问的业务特点2.2服务质量的概念及度量
2. 2.1服务质量的概念与要素2. 2. 2服务质量的分析模型
2.2. 3服务质量的度量方法
2.3顾客满意度
2.3. 1顾客满意度的概念2. 3. 2顾客满意度的特点2. 3. 3顾客满意度的模型% 33.1研究模型 18
3.2研宄假设 18
3.3研究调査方案设计3. 3.1问卷设计3. 3. 2调查对象
21
3. 3. 3预调研 21
3. 3. 4分析方法
22
第4章实证分析 23
4.1财富证券公司概况
23
4. 1. 1财富证券简介
23
4.1.2财富证券组织结构
23
4.1. 3财富证券投资顾问服务业绩
24
4 2问卷的抽样与回收
27
4.3问卷的统计与检验
28
4.3.1描述性统计
28
4.3.2信度检验
30
4.3.3效度检验
30
4.4问卷的汇总计算分析
32
4. 4.1问卷的汇总计算
32
4.4. 2问卷的分析
33
第5章改进财富证券投资顾问服务问题的建议
35
5.1提高投资顾问专业素质
35
5.1.1积极引进高水平投资顾问人才
35
5. 1.2明确投资顾问复合型人才定位
36
5.1.3积极加强投资顾问素质培训
36
5.2加强金融产品和渠道的创新
36
5. 2.1产品的创新
37
5. 2. 2创新模型和金融工具
37
5. 2. 3渠道的创新
37
5.3以个性化需求为导向的投顾服务
38
5. 3.1全方位收集投资者信息
38
5.3.2优化投资者分配评估
38
5. 3. 3制定个性化投资方案
39
5.4优化投资顾问考核激励政策
39
5.5加强信息化建设
40
41
^ 44
mm 46
第1章绪论
第1章绪论
1.1研究背景与意义
1.1.1研究背景
邓小平同志20世纪90年代初在中国南方体察民情时,曾经说过,在资本主义社会存
在应用的事物,诸如股票、证券等等,对于社会主义来说,像这样类似的事物,是不是好
的,是不是存在危害的,是不是可以借鉴应用看,可以,且要坚定不移地去尝试。如果
尝试了一两年,试对了,那么就要大胆放开地去干;试错了,不要怕,改进这种思路,关
闭错误尝试。关闭错误尝试,也是有选择性的,或者马上关闭,或者循序渐进地关闭,再
或者保留一些。无论怎样,都没什么可怕的,我们的态度是正确的,就算产生过失,也只
是些小过失。归纳上述,社会主义要想快速发展,赶超资本主义,不能胆小如鼠,要扩大
心胸,积极正确地鉴戒人类在现代社会创造的所有文明果实,积极正确地向比我们先进、
发达的国家学习优秀的经营理念和管理形式。邓小平同志的讲话基调,奠定了中国资本市
场飞速发展的起点
作为资本市场之一的证券公司经过近三十年的粗放式经营,高速发展,现在己经步入
相对成熟时期,同时也进入了一个瓶颈期。在新的市场环境下,证券公司的巨额利润已经
被稀薄,面临生存的窘境,主要造成原因在于:
(1)交易佣金持续下滑。为了迎合并与国际金融市场相接轨,顺应市场经济,中国
政府2002年5月1日对证券公司经纪业交易佣金实施的固定佣金制度予以取消,采取浮
动佣金制度,同时做出不高于交易佣金费率千分之三,并可以自由向下浮动的规定。在这
一背景之下,证券行业竞争愈演愈烈,为了争取更大的市场份额,降低佣金费率成为多数
证券公司最常用的重要竞争手段。从2002年5月到2017年10月,佣金率己经下跌至万
分之一,短短十五年的时间,己经下跌近三十倍,并且还在持续下跌,甚至有交易佣金费
率跌至零点的证券公司,证券公司的经纪业务利润面临冰点困境,浮动佣金制度极大压缩
了证券公司经纪业务的利润空间。如表1.1所示
表1.1
交易佣金百分比表
泣迅,纪、I代理买卖证券业务净收入
~
rrTTrri
~
~
~
~
证券公司
年份(年
(亿元)
m人(亿兀) 战% (家)
2016
1052. 95
3279. 94
32
129
2015
2690. 96
5751.55
47
125
^
2014
1049. 48
2602. 84
40
120
2013
759. 21
1592.41
￡7
115第1章绪论
2012
504. 07
1294. 71
40
H4
2011
688. 87
1359. 5
50
1〇9
资料来源:中国证券协会官网
(2)证券
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