适当性服务理论与我国证券经纪商竞争优势的打造——以兴业证券为例.pdfVIP

摘 要 我国证券经纪行业经过20年的发展，逐渐形成了目前以经纪业务为支柱、 同质化竞争白热化、券商与投资者“双亏”的局面。券商如何转变发展战略、 打造核心竞争力，摆脱同质化竞争的局面，成为业界讨论的焦点。适当性服务 理论是证券监管部门近年来针对这一问题提出的监管指导理念，要求证券经纪 商在了解客户的基础上，为客户提供适当的金融产品和服务。本文运用企业竞 争战略理论和关系营销理论，论述适当性服务理论与差别化战略和关系营销模 式在理念上的一致性；并以关系营销理念为基础，根据中国证券经纪行业特点 构建适当性服务理论模型；再以兴业证券实施客户适当性服务的成功案例，分 析该理论模型在实践中的运行机理和实施效果，以期为证券经纪商探索如何运 用适当性服务理论打造竞争优势提供有益的帮助。 关键词：适当性服务；证券经纪商；关系营销；差别化战略；CRM 1 Abstract Chinas securities brokerage industry has developed for twenty years, gradually formed the brokerage business as prop mainstay, competition of homogenization of become serious, brokers and investors have to face the double deficit situation at moment. How Broker change the development strategy, build core competencies, and get rid of the situation of homogeneous competition become the focus of the industry. The appropriate services Theory is issued by the securities regulatory department recent years consider as the guideline of the above problem, it requires securities brokers provide appropriate financial products and services after understanding the customer need. This report uses theory of competitive strategy and relationship marketing theory to discuss the consistency between appropriate services strategy, differentiation strategy and relationship marketing model; And on the base of relationship marketing concept, according to the China Securities brokerage services industry characteristics establish appropriate theoretical construct model; Then use the appropriate services strategy which is carried out by Industrial Securities as successful case, analysis the theoretical models effective operation