Zhongshan Securities Business Department Of The Brokerage Business Competitive Strategy

This thesis of mine is to deeply explore and discuss the present conditions and existing problems of Zhongshan Securities Co,Ltd North Jiangsu Road Shanghai Branch. Emphasis is put on the analysis of its inner competition environment and main rivals. The corresponding strategies are put forward for the Stock Exchange as reference for its reform and innovation on its brokerage business.At first , the present conditions of the brokerage business in China and in Shanghai Branch are introduced respectively. The existing problems in Shanghai Branch and their causes are analyzed in great detail. The problems are: the high transaction fee has been showing no sign of falling; the main business is not strong enough with inadequate income sources, the monostructure and the great influence of the macro-environment; the operation system of the enterprise is lagging behind. The main causes of the above problems are: the overall brokerage transaction is shrinking influenced by the down-coming stock market; the tardiness in reaction to the market environment and the mistakes in decisions.Secondly , the competition environment is practically analyzed. As far as the outside environment is concerned, in the short term, due to the influence of the carrying out of the Floatable Bonus Policy, the practice of No.5 order from the Central Bank and the impact brought by the foreign stock companies and the alike factors, the business is facing a great threat. In the long term, however, with the sustained growth of China's economy, the broderage business has a big market chance. As to the inner environment, in terms of the business cost, the transaction capacity and the marketing ability, there are both advantages and disadvantages., but the disadvantages are taking the upper hand. Compared with the main rivals, the gap lies in the tagged system and the infavorable marketing.Lastly , specific strategies are brought forward to deal with the competition. Firstly, reform the system, establish a flat structure and a marketized personnel system which is the basis to be more competitive. Then, innovate the rules, build up a brokerage rule system to push the development of marketing business. Next, develop new business to raise income to relieve the pressure brought by high business cost. Lastly, develop central royal clients to ensure a sustainable business and to deal withthe challenge of competition.The conclusion is that the Branch must reform and innovate to improve its competition and to develop based on survival.