【摘要】：本文以G證券營(yíng)業(yè)部融資融券業(yè)務(wù)為調(diào)研中心,通過實(shí)地調(diào)研和問卷調(diào)查,揭示了G證券營(yíng)業(yè)部融資融券業(yè)務(wù)發(fā)展現(xiàn)狀,并從外部環(huán)境視角對(duì)G證券融資融券市場(chǎng)需求調(diào)查結(jié)果進(jìn)行分析,從投資者的視角對(duì)G證券營(yíng)業(yè)部交易客戶調(diào)查結(jié)果進(jìn)行分析。 得出公司融前業(yè)務(wù)方面,存在營(yíng)業(yè)部對(duì)融資融券業(yè)務(wù)不夠重視、業(yè)務(wù)推廣策略單一、專業(yè)性人才不足等問題；在融中業(yè)務(wù)方面,存在客戶服務(wù)不到位、融資和融券交易不平衡、風(fēng)險(xiǎn)控制措施不足、營(yíng)銷部門支持力度不夠等問題；在融后業(yè)務(wù)方面,存在客戶出現(xiàn)虧損居多、對(duì)客戶的需求分析不深入,并且在客戶退出時(shí)的應(yīng)對(duì)措施不足等問題。 針對(duì)G證券營(yíng)業(yè)部融資融券業(yè)務(wù)存在的問題,本文認(rèn)為：營(yíng)業(yè)部應(yīng)通過發(fā)揮光谷廣場(chǎng)商圈優(yōu)勢(shì)、加強(qiáng)與周邊高校和金融機(jī)構(gòu)合作和利用區(qū)域住宅小區(qū)優(yōu)勢(shì)資源來打造光谷地帶核心營(yíng)業(yè)部；通過互聯(lián)網(wǎng)平臺(tái)的構(gòu)建、定期組織培訓(xùn)活動(dòng)和促成“客戶-公司-客戶”交流網(wǎng)來建立公司客戶俱樂部；通過提高經(jīng)紀(jì)業(yè)務(wù)反哺能力和發(fā)展推廣轉(zhuǎn)融通業(yè)務(wù)等措施來加大營(yíng)業(yè)部對(duì)融資融券業(yè)務(wù)重視程度；通過建立深入分析客戶交易體系來實(shí)現(xiàn)差異化服務(wù)；通過融前、融中和融后開發(fā)服務(wù)相互促進(jìn)舉措來建立長(zhǎng)效增益服務(wù)機(jī)制。
[Abstract]:This paper takes G securities business as the research center, through field investigation and questionnaire survey, reveals the current situation of G securities sales margin business development. From the perspective of external environment, the paper analyzes the market demand of G securities financing and margin lending, and analyzes the customer survey results of G securities trading department from the perspective of investors. In terms of pre-financing business, there are some problems such as insufficient attention to margin business, single business promotion strategy, lack of professional personnel and so on. In the aspect of financing and margin trading, customer service is not in place, and financing and margin trading are not balanced. The risk control measures are insufficient and the support of marketing department is not enough. In the aspect of post-financial business, there are many problems such as the loss of customers, the lack of in-depth analysis of customer needs, and the insufficiency of measures to deal with the withdrawal of customers. In view of the problems existing in the margin and short margin business of G securities sales department, this paper holds that the business department should give full play to the advantages of the business district of Guanggu Square. Strengthen the cooperation with the surrounding universities and financial institutions and make use of the advantages of the regional residential district resources to build the core business department of the optical valley; through the construction of Internet platform, Regular organization of training activities and promotion of "customer-company-customer" communication networks to establish corporate customer clubs; Through the measures of improving the ability of broking back feeding and developing and popularizing the financing and financing business, the business department pays more attention to the margin and margin business; through the establishment of in-depth analysis of the customer trading system to achieve differentiated services; through the financing before, In order to establish a long-term gain service mechanism, the mutual promotion of development services after neutralization and integration is achieved.
【學(xué)位授予單位】：廣西大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2014
【分類號(hào)】：F832.39

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