本文選題：理財服務(wù) + 財富一戶通　； 參考：《西南交通大學(xué)》2014年碩士論文

【摘要】：自2012年5月證券公司首屆創(chuàng)新大會召開以來,在證監(jiān)會指引和各證券公司自發(fā)組織下,我國證券行業(yè)迎來了創(chuàng)新發(fā)展的春天,邁上了全面創(chuàng)新轉(zhuǎn)型發(fā)展之路。證券公司創(chuàng)新了收入的來源,不僅僅只是以原來的經(jīng)紀業(yè)務(wù)作為主要收入了,而是依靠其他業(yè)務(wù)來提高收入。2012年至今較為突出的就是證券公司財富管理服務(wù)。目前,很多投資者都有進行全方面理財?shù)男枰?所以目前證券公司也傾向于提供比較全面的金融服務(wù),對財富進行一個綜合的管理,這不僅是證券行業(yè)的發(fā)展趨勢,也是整個金融業(yè)的發(fā)展趨勢。幾天以前,我國召集專家學(xué)者召開了研討會,對證券市場的發(fā)展情況和創(chuàng)新方向進行了研究討論。會議指出,我國的證券行業(yè)要把握好機會,用最短的時間將之前單一的經(jīng)紀業(yè)務(wù)發(fā)展成理財業(yè)務(wù),進而提高證券企業(yè)的中介能力,力爭具有較強的金融中介優(yōu)勢,引導(dǎo)證券企業(yè)具有投資銀行的作用,指引投資者進行合理的投資,實現(xiàn)資源在資本市場上合理的配置。本文選取了A公司進行研究,這一公司可以說是我國最早上市的一家證券企業(yè)。到目前為止,公司已經(jīng)成立了20多年,經(jīng)過20多年的時間,該公司取得了可喜的成績,目前已經(jīng)擁有5000多名員工和61億資金,成立了很多家子公司,同時在香港還有上市的分公司。公司以目前分行業(yè)經(jīng)營的框架為基礎(chǔ),并以不觸犯法規(guī)法規(guī)為前提,以資本市場為目標(biāo),使產(chǎn)品走向多元化,使目前提供的服務(wù)能夠提高深度和廣度,突出資本中介職能,形成綜合性、全方位的財務(wù)管理格局,有利于穩(wěn)定社會財富,增加社會財富,也有利于提高人們投資的積極性,從而為實體經(jīng)濟的發(fā)展提供足夠的資金。本文首先通過對國內(nèi)外財富管理服務(wù)模式的分析和目前證券行業(yè)存在的問題,營銷環(huán)境分析創(chuàng)新性地提出該公司的財富管理模式——財富一戶通平臺。其次根據(jù)產(chǎn)品策略及市場營銷學(xué)理論結(jié)合該公司的實際狀況規(guī)劃出合理的市場營銷之路,致力于提高該公司的財富管理模式對行業(yè)的影響力及社會大眾的認可度。本文主要通過了內(nèi)容分析、歷史分析、比較分析以及理論結(jié)合實踐的方法來進行研究。
[Abstract]:Since the first Innovation Conference of Securities companies was held in May 2012, under the guidance of the Securities Regulatory Commission and the spontaneous organization of the securities companies, the securities industry of our country has ushered in the spring of innovation and development, and embarked on the road of comprehensive innovation transformation and development. Securities firms have innovated their sources of income, not only using the original brokerage business as their main income, but also relying on other businesses to increase their income. So far in 2012, securities companies' wealth management services have become more prominent. At present, many investors are in need of comprehensive financial management. Therefore, at present, securities companies are also inclined to provide more comprehensive financial services and carry out a comprehensive management of wealth. This is not only the development trend of the securities industry, It is also the development trend of the whole financial industry. A few days ago, China convened a seminar of experts and scholars to discuss the development and innovation of the securities market. The meeting pointed out that China's securities industry should seize the opportunity to develop the former single brokerage business into financial management business in the shortest possible time, thereby improving the intermediary ability of securities enterprises and striving to have a strong financial intermediation advantage. To guide the securities enterprises to play the role of investment bank, to guide investors to make reasonable investment and to realize the rational allocation of resources in the capital market. This article selects A company to carry on the research, this company may be said to be our country's earliest listed securities enterprise. Up to now, the company has been established for more than 20 years. After more than 20 years, the company has achieved gratifying results. At present, it has more than 5000 employees and 6.1 billion funds, and has set up many subsidiaries. There are also listed branches in Hong Kong. The company is based on the current framework of industry management, takes the non-violation of laws and regulations as the premise, takes the capital market as the goal, makes the products diversified, enables the service provided at present to improve the depth and breadth, and highlights the capital intermediary function. The formation of a comprehensive and omni-directional financial management pattern is conducive to stabilizing social wealth, increasing social wealth, and improving people's enthusiasm for investment, thus providing sufficient funds for the development of the real economy. Firstly, through the analysis of the domestic and foreign wealth management service mode and the existing problems in the securities industry, the paper puts forward the wealth management mode of the company, which is the wealth one link platform, and the marketing environment analysis innovatively. Secondly, according to the product strategy and marketing theory combined with the actual situation of the company to plan a reasonable marketing road, committed to improve the wealth management model of the company's influence on the industry and the recognition of the general public. This article mainly through the content analysis, the historical analysis, the comparative analysis and the theory unifies the practice method to carry on the research.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F832.39

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