本文選題：證券市場 + 顧客選擇　； 參考：《青島大學》2012年碩士論文

【摘要】：隨著證券市場改革的推進和規(guī)范化發(fā)展進程的加快,證券市場化程度不斷提高,市場透明度增強,證券行業(yè)進入門檻降低,新的克爭者大量涌入,市場競爭進一步激化。證券企業(yè)要想在日益激烈的競爭中取勝,就必須從滿足顧客需求出發(fā),為客戶提供差異化、個性化服務(wù),樹立專業(yè)化、特色化服務(wù)優(yōu)勢,爭取吸引更多的客戶資源。本文從顧客選擇理論出發(fā),借助離散選擇模型刻畫證券市場上的顧客選擇行為,從驅(qū)動顧客選擇的個性化偏好和從眾心理兩個角度對顧客選擇和市場演化進行分析；另外,引入定量分析工具OFD方法,對證券企業(yè)服務(wù)質(zhì)量進行研究,利用其核心工具“質(zhì)量屋”將證券公司顧客需求轉(zhuǎn)化為證券公司金融產(chǎn)品的技術(shù)特征,從而保證開發(fā)出來的金融產(chǎn)品符合顧客需求,提升顧客滿意度,擴大企業(yè)市場份額,增強企業(yè)的市場競爭力。 本文綜合運用經(jīng)濟學、管理學、系統(tǒng)理論等多學科的科學思想和理論方法,采取理論探討與實證研究相結(jié)合的方式,對證券市場的顧客選擇行為及其服務(wù)質(zhì)量改進進行了研究。顧客的選擇行為直接關(guān)系到企業(yè)的市場份額,而證券公司服務(wù)質(zhì)量的優(yōu)劣,金融產(chǎn)品是否滿足顧客需求,又對證券公司能否真正進入良性循環(huán)的正反饋產(chǎn)生決定性影響。
[Abstract]:With the promotion of the reform of the securities market and the acceleration of the standardized development process, the degree of securities marketization has been continuously improved, the transparency of the market has been enhanced, the entry threshold of the securities industry has been lowered, a large number of new contenders have been coming in, and the market competition has been further intensified. In order to win in the increasingly fierce competition, securities enterprises must meet the needs of customers, provide customers with differentiated, personalized services, establish the advantages of specialized and characteristic services, and strive to attract more customer resources. Based on the theory of customer selection, this paper describes the behavior of customer selection in the securities market by means of discrete choice model, and analyzes the customer selection and market evolution from the perspective of personalized preference and herd psychology that drive customer selection. This paper introduces the quantitative analysis tool OFD method to study the service quality of securities enterprises, and uses its core tool, "quality House", to transform the customer demand of securities companies into the technical characteristics of securities companies' financial products. In order to ensure that the developed financial products meet the needs of customers, improve customer satisfaction, expand the market share of enterprises, enhance the market competitiveness of enterprises. This paper studies the customer selection behavior and the improvement of service quality in the securities market by using the multi-disciplinary scientific ideas and theoretical methods such as economics, management, system theory and so on, and adopting the combination of theoretical discussion and empirical research. The choice behavior of the customer is directly related to the market share of the enterprise, and the quality of the service of the securities company and whether the financial products satisfy the customer's demand have a decisive influence on the positive feedback of whether the securities company can really enter the virtuous circle.
【學位授予單位】：青島大學
【學位級別】：碩士
【學位授予年份】：2012
【分類號】：F832.51;F274;F224

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本文編號：1823101