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论文编号：	12823
作者编号：	2320180311
上传时间：	2021/12/9 14:48:56
中文题目：	JT证券公司基金投资顾问业务的优化研究
英文题目：	Research on optimization of fund investment advisory business of JT securities company
指导老师：	齐岳
中文关键字：	证券公司；财富管理；证券投资基金；投资顾问
英文关键字：	Securities company；Wealth management；Securities investment funds；Investment consultant
中文摘要：	随着散户机构化进程的发展，证券投资基金凭借组合管理、专家理财的优势，得到众多投资者的关注，基金发行数量和规模也迅速增加。但以往证券公司基金业务的开展主要是围绕基金销售来进行的，尚未形成以客户为中心的业务理念，导致客户基金投资收益不佳，最终造成客户流失。在证券公司由传统经纪业务向财富管理转型的进程中，证券公司首先要转变经营理念，重新构建以客户为中心的业务理念，帮助投资者解决在参与基金投资时所遇到的难点问题。以基金投资顾问业务为新的出发点，改善投资者的投资体验，增强投资者对证券公司的忠诚度。 本文以JT证券公司为例，对JT证券公司目前基金投资顾问业务的开展情况加以介绍，并利用管理学工具，结合PEST模型和波特五力模型，分别对JT证券公司所处的业务环境予以分析，指出JT证券公司目前在开展基金投资顾问业务的过程中存在业务理念偏向营销导向、投资顾问业务普及程度低、客户专业化服务程度低、产品同质化现象显著等问题。并深入剖析产生以上问题的原因是由于JT证券公司目前尚未形成以客户为中心的业务理念、投资顾问业务定位不清晰、缺乏标准化的客户管理体系、缺乏个性化的基金策略组合造成的。本文以客户市场细分理论、生命周期理论、投资组合理论、资本资产定价模型为理论基础，对JT证券公司优化其基金投资顾问业务提出了一定的改进建议，一是首先要形成客户利益高于一切的业务发展理念；二是需要重申基金投资顾问的定位和工作方向，明确基金投资顾问的工作职责和考核标准、加强对基金投资顾问专业技能的培养；三是搭建基金投资顾问业务的客户管理体系，细化客户分类、强化客户画像和分析、优化客户服务流程；四是完善基金投资顾问策略组合，制定匹配不同客户需求的策略组合，并提出相应的保障措施。 证券公司通过基金投资顾问业务的发展优化，以投资顾问费代替基金销售费，证券公司从客户资产保值增值中获利，实现客户和财富管理机构的双赢，加快证券公司财富管理转型进程。
英文摘要：	With the development of the institutional process of retail investors, securities investment funds have attracted the attention of many investors by virtue of the advantages of portfolio management and expert financial management, and the number and scale of fund issuance have also increased rapidly. However, in the past, the fund business of securities companies was mainly carried out around fund sales, and the customer-centered business concept has not been formed, resulting in poor investment income of customer funds and eventually loss of customers. In the process of the transformation of securities companies from traditional brokerage business to wealth management, securities companies must first change their business philosophy, reconstruct the customer-centered business philosophy, and help investors solve the difficult problems encountered in participating in fund investment. Take the fund investment consulting business as the new starting point, improve the investment experience of investors and enhance investors' loyalty to securities companies. Taking JT securities company as an example, this paper introduces the current development of fund investment consulting business of JT securities company, analyzes the business environment of JT securities company by using management tools, PEST model and Porter's five forces model, and points out that JT securities company's business philosophy is biased towards marketing orientation There are some problems, such as low popularization of investment consulting business, low degree of customer professional service, and significant product homogenization. And in-depth analysis of the reasons for the above problems is that JT securities company has not yet formed a customer-centered business philosophy, unclear investment consulting business positioning, lack of standardized customer management system and lack of personalized fund strategy portfolio. Based on customer market segmentation theory, life cycle theory, portfolio theory and capital asset pricing model, this paper puts forward some improvement suggestions for JT securities company to optimize its fund investment consulting business. First, we should form the business development concept of customer interests above everything; Second, it is necessary to reaffirm the positioning and work direction of fund investment advisers, clarify the work responsibilities and assessment standards of fund investment advisers, and strengthen the cultivation of professional skills of fund investment advisers; Third, build a customer management system for fund investment consulting business, refine customer classification, strengthen customer portrait and analysis, and optimize customer service process; Fourth, improve the fund investment adviser's strategic portfolio, formulate a strategic portfolio that matches the needs of different customers, and put forward corresponding safeguard measures. Through the development and optimization of fund investment consulting business, securities companies use investment consulting fees to replace fund sales fees. Securities companies profit from the preservation and appreciation of customers' assets, achieve a win-win situation between customers and wealth management institutions, and accelerate the transformation process of wealth management of securities companies.
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