C证券公司潍坊营业部经营模式转型研究

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1、分类号：密级：UDC：编号：河北工业大学工商管理硕士（MBA）学位论文C证券公司潍坊营业部经营模式转型研究论文作者：马大鹏学生类别：全日制专业学位类别：工商管理硕士领域名称：MBA指导教师：仝凌云职称：教授DissertationSubmittedtoHebeiUniversityofTechnologyforTheMasterDegreeofBusinessAdministrationBUSINESSMODELTRANSFORMATIONOFWEIFANGDEPARTMENTOFCSECURITIESbyMaDapengSupervisor:Prof.TongLingyu

2、nJune2017摘要随着证券市场的快速发展，传统证券营业部面临的生存压力日趋复杂化。在金融混业经营的大趋势下，证券行业近几年又出现了互联网金融飞速发展、轻型证券营业部大量设立、行业佣金率不断下降逼近成本线等新特点。C证券公司潍坊营业部在严峻的生存压力下，必须走开源和节流并举、转型与创新并行的道路，将自身定位从证券交易通道商转变为综合金融服务商，从单一的业务结构向多层次业务体系发展，从同质化的营销服务向差异化的财富管理服务转变。本文将C证券公司潍坊营业部作为研究对象，探讨其经营模式的转型问题。文章首先梳理了经营模式等相关理论，然后运用SWOT等工具分析营业部自身的优劣势及外

3、部机遇和挑战，总结营业部经营模式存在的问题及转型的必要性，最后结合现状提出经营模式转型的方向及具体实施的思路。C证券公司潍坊营业部是传统证券营业部的缩影，探索一条经营模式转型之路对其自身的生存发展有迫切的需要，同时，对于行业内证券营业部的发展也有典型参考意义。关键词：经营模式财富管理互联网金融IABSTRACTWiththerapidexpansionofthesecuritymarket,thesurvivalenvironmentofthetraditionalsecuritysalesdepartmenthasbecomeincreasinglycomplicated

4、.Intheprevailingtrendoffinancialintegration,therehavebeenemergedsomenewfeaturesinthesecurityindustryinrecentyears,includingthattheinternetfinancehasdevelopedrapidly,agreatnumberoflight-dutysecuritysalesdepartmentshavebeenestablishedandtheindustrycommissionratehasdeclinedcontinuously,whichn

5、earlythesameasthecost.Undertheseverepressure,WeifangsalesdepartmentofCSecurityCompanymustincreasetheincomeanddecreasetheexpendituresimultaneously,andalsoachievetransformationandinnovation.Inaddition,thedepartmentshouldredefineitsroleandresponsibility,fromachannelvenderofsecuritytransaction

6、toacomprehensivefinancialserviceprovider,fromasinglebusinessstructuretoamulti-levelbusinesssystem,andfromamarketingserviceofHomogenizationtoawealthmanagementserviceofdifferentiation.FocusingonthebusinessmodelofWeifangsalesdepartmentofCSecurityCompany,thispaperdiscussesthemodalityandapproac

7、hesofitstransformation.Firstly,therelatedtheoriesonbusinessmodelandotheraspectsarecombedandreviewed.Secondly,theauthoranalyzestheinternalandexternalbusinessenvironmentofthesalesdepartmentthroughSWOTandothertools,andalsopresentsitsstrengths,weaknesses,externalo