China's Securities Brokerage Business Innovation Strategy Research

Stock broking business is one of the three pillar businesses of domestic securities companies. Now, traditional stock broking business is facing revere challenges. Many changes make its competition tend to be incandesce, such as free commission, the increasing competitors after joining WTO, change of supervise system etc. To reply the challenges, security companies must strongly innovate to get away from the predicament, and strive for the further development. Therefore, it has practical significance that to do some strategy research on broking business innovation. Based on innovation theory, the paper tries to find some practical innovation strategy for domestic stock broking business. Besides, the paper shows shortage and situation of stock broking business innovation by analyzing the development of SUN securities.By analyzing stock broking business situation, the paper does some systemic research on technical innovation, marketing innovation and core competence cultivation of securities companies. The research finds out that combing with market requirement, technical innovation can come into being competence. By research of new trend of stock broking business, the paper discusses technical innovation measures that are applied in online trade and concentrate trade, change of marketing mode. With competition coming to be more severe, marketing is more important for broking business. Next chapter discusses the principle of securities marketing, the marketing countermeasures of overseas securities business and revelation to domestic securities, and emphases on marketing policy that are used in stock broking business, marketing measures that reply to online trade. It helps spread and apply innovation that to strengthen controlling venture and supervising in the innovation course. The paper ends with a case analysis of SUN securities that demonstrates the ideas.