【作者】 张毅；

【导师】 孙曰瑶；

【作者基本信息】 山东大学 ， 工业工程（专业学位）， 2015， 硕士

【摘要】 2005年之前,社会民众生产生活的结余资金大多用于储蓄存款,通过多渠道配置资产的方式来实现财富增值的氛围并未形成。股权分置改革之后,资本市场飞速发展,赚钱效应使越来越多的人投身到证券市场,此时广大民众的理财方式逐步倾向购买基金或者直接投资股票,并在短短几年内实现了财富的迅速增值。然而随着2008年金融危机爆发、天量限售股解禁,早期投资者盈利缩水,新进投资者深度套牢乃至巨亏出局。这种局面导致民众逐步放弃了权益类产品,转而投向固定收益类产品,在极力控制投资风险的同时不得不被动面对较低收益率的尴尬局面。单一、业余、盲目跟风的理财方式已无法满足社会民众的需要,管理自有财富的方式亟需转变。券商经历了过去几年的发展之后,经纪业务受宏观经济、国家政策等大环境变化的影响越来越大,收入来源逐步趋窄。券商为求生存和发展,必须拓宽收入渠道,通过转变原有的经营模式,努力实现经纪业务转型是大势所趋。而财富管理就成为当前的必然选择。股指经过多年相对窄幅的震荡盘整,逐渐蓄积了向上突破的能量。进入2014年7月份,伴随着国家政策导向以及宏观经济趋势的明朗,在券商、银行、铁路基建等大盘蓝筹股的引领下,走出一波波澜壮阔的牛市行情。大量资金集聚在资本市场,等待从单纯的股票投资找到合理的分流方向。券商生存的根基就是各个业务线条的分支机构及遍布全国的基层营业部。在财富管理转型的大潮之中,营业部转型的成功与否直接关系到券商整体转型的成功与否,乃至关系未来的生存和发展。基层营业部既是转型运动的先头兵,又是改革探索的领航员。基于此,本文将在重点章节分析讨论基层营业部应当如何适应经营环境的转变,如何顺利通过阶段跨越实现成长,如何改变投资者对财富管理的认知、对券商品牌以及专职理财人员的认知。更多还原

【Abstract】 Before 2005, the social capital of balance of production and living of people mostly used for savings deposits, the method of allocating assets through multiple channels to achieve wealth atmosphere has not formed. Rapid development after the reform of non-tradable shares, the capital market, money effect, make more and more people into the securities market at this time of the general public financial management mode gradually tend to buy shares, fund or direct investment and achieve wealth in a short span of a few years of rapid appreciation.However, as the 2008 financial crisis, days of restricted shares lifted, early investors profits shrink, the depth of the new investors hold up or even losses. This situation caused people to gradually give up the rights and interests class products, defected to the fixed income products, at the same time of trying to control the investment risk have to be.Brokers after the past few years the development of the brokerage business by macro economy, national policy and the impact of climate change is more and more big, the source of income gradually narrow. Brokers for survival and development, must broaden the income channels, by changing the original business model, efforts to achieve brokerage business transformation is the trend of The Times. The wealth management becomes the inevitable choice of the current.Brokerage, the foundation of survival is the branch of various business line and grassroots sales across the country. In the spring tide of transformation of wealth management, securities is directly related to the success of business transformation the success of the overall transformation, and even the relationship between the survival and development of the future. Business departments at the grass-roots level is both the transformation of movement of the vanguard soldiers and reform exploration of pilot. Based on this?更多还原