Research On Brokerage Business Problem Of LianXun Securities

In the 1990s, with two clear and crisp gongs ring, the Shanghai Stock Exchange and Shenzhen Stock Exchange have been established, declaring the birth of China's securities market. General market developed as a newborn, growing from birth to toddler stage. In the beginning the stock market underwent in a frenzy of excitement, the frenzied market participants looked forward to their most profitable future. In the pursuit of interests by ignoring the risk of the development process, a series of illegal occurred frequently, which resulted more tortuous securities markets. With China joined WTO in 2002, different domestic industries started meeting the international market standards. The Internationalization trend of the securities industry injects fresh blood to China securities market, but also ends a monopoly era. Under dramatic changes in market environment and the pressure of surviving in the harsh realities, competition between securities companies are also becoming increasingly fierce. Especially in 2005 the split share structure reform launched in the capital market system solved the problem, but also accelerated the process of internationalization of securities markets. The magnificent market in 2007 brought the infinite imagination and vitality to the development of China's securities market.Securities brokerage business, one of the important activities in securities market, has experienced a tortuous development process. At the beginning period of the industry monopoly, brokers reaped high profit, formed marketing and sales team under competitive pressures later on, and fully participated the current market competition. Market economy has been promoting the development of the securities industry in its own way. Whether it is a giant company or small securities brokerage firm, they all value the development of brokerage business and launch strategic management and organizational operation form in the face of today's increasingly complex market environment. Under direct of the entire business strategies and quantification developed by the headquarters, the large and medium-sized brokerage companies execute the scheme and examine performance. Each department carries out flat management in daily operation, limits intermediate links, and motivates brokerage business progress from bottom level to top level. In response to today's securities market competition, small and medium sized companies have to recognize their own weaknesses which include the relatively limited resources, and smaller mean leading the regional market with absolute advantage and having good reputation among customers. To fulfill their own stronger development strategies, in addition to face the intense competition in local market and consolidate the existing market share, medium and small sized companies need to expand the brand influence through marketing innovation and equitable operation. At the same time, under the regulatory and compliance policy management, they should expand the service area, actively promote the establishment of new outlets, and improve the new outlets operation quantitively and qualitively to obtain more opportunities in new market.This paper is to explore the key issues of medium and small sized securities firms during the establishment of new outlets in the aggressive expansion process of brokerage business. The research put the emphasis on the level of operation outlets by overlooking the organizational structure of the headquarters. The article elaborates market research, marketing strategy formulation and implementation in developing the securities brokerage business. Through the system induction, scientific analysis, and creative thinking, it focuses on brokerage's daily operation and management. The paper aims to address the issues of the daily operations in brokerage business, improve the quality of brokerage operations, and increase the securities brokerage business profits. It forecasts the future market environment and development trends, proposes appropriate solution, and accommodate to the future market competition by experiment and reform.