【作者】 谢晓钟；

【导师】 魏灿秋；

【作者基本信息】 四川大学 ， 工商管理， 2003， 硕士

【摘要】 21世纪将进入电子商务的时代，这是人类社会发展的必然趋势。由于证券业的非物流特征及业内对网络应用的高认知程度，使得证券行业成为电子商务实施最为深入、发展最快的行业之一。因此，国内证券公司参与电子商务是关系到自身在21世纪生存与发展的重大问题。 证券电子商务的基本内容可划分为网上证券交易、网上证券发行、网上支付和网上信息服务等方面，其中，网上证券交易是现阶段证券电子商务的主要形式，即投资者利用因特网中的网络资源，获取证券的即时报价和有关信息，分析市场行情，通过因特网委托下单，进行实时交易的全过程。网上证券交易方式代表了证券经纪业务的发展方向，它对传统的证券业产生了巨大的冲击，给国内券商提供了前所未有的发展机遇。 本文通过对目前国内外证券公司网上交易运作模式及其特点的研究，提出国内大型证券公司华夏证券西南管理总部开展网上交易的构建模式，即明确资源组合的经营思路，构造有形网点与虚拟营业部相结合的综合性网上服务平台。在这种模式条件下，结合管理总部的实际情况，从因特网接入、网站功能建设、网站系统结构设计、网上交易系统技术方案和业务流程、呼叫中心和网上交易资金支付等几个方面阐述如何构建网上证券交易系统平台。 文章引入关系营销的理念，针对华夏证券西南管理总部和所属营业部两个层面开展网上交易的营销策略进行研究和分析，提出在佣金浮动背景下拓展网址交易业务的策略应采取低成本扩张与差异化服务相结合的战略方针。 本文对管理总部现阶段开展网上证券交易存在的主要问题和改进的思路进行了比较深刻的分析，并总结了我国券商目前在发展网上交易所面临的问题及相应的对策。文章结合我国的国情，对我国网上证券交易的发展思路，提出了有现‘实性意义的观点。更多还原

【Abstract】 It is inevitable in the progress of human society that the twenty -first century is to be the e-business age. This makes the securities industry to be one of industries which use and develop e-business most quickly and deeply because it doesn’t need to transit the dealing goods and it uses and recognizes network widely. So,the application of e-business by Chinese securities companies is the key to the survival and development in the new century.This paper divides the basic content of securities e-business into several parts: securities internet trade, securities internet issuance, internet payment, internet information services. Securities internet trade is the main form of the current securities e-business, and it is the whole process that investors get stocks real time quoted price and information, analyze markets and exchange through internet. This manner is on behalf of developmental direction of brokerage business, makes a great impact on traditional securities industry and gives a great opportunity forsecurities companies.The author proposes his own viewpoint on structural mode of internet trade for China Securities Co., Ltd. Southwest Branch, which is one of the biggest securities companies in China, through researching on operating mode andcharacteristic of internet trade from securities companies in China and foreign countries. In his opinion, Southwest Branch should combine external resource with internal resource to develop internet trade, and builds the complex service platform of internet through combining business departments with business departments in internet. Under this mode, the author discusses how to build trade system platform through several parts according to actual situation of this company ,such as connecting internet, constructing the structure of web station, technical projects and operational flow, call center and internet payment.According to the concept of relationship marketing, the author researches and analyzes the marketing strategy of developing internet trade from two administrative levels - headquarters of Southwest Branch and business departments. In his opinion, the company should use the strategies that combine expanding in low cost with differentiation service to exploit internet trade business under the floating commission rate system.The author analyzes profoundly the main problems and improved countermeasures for Southwest Branch to develop internet trade business, and summarizes the problems and countermeasures that Chinese securities companies face currently. According to Chinese actual situation, the author proposes realistic viewpoint and thinking to develop internet trade for Chinese securities companies更多还原