CNAC Securities Brokerage Business Development Strategy

The securities brokerage business is one of the three pillars of the business of securities companies in China. Traditional securities brokerage business is facing very serious challenges, floating commission system, after the accession to the WTO, the gradual disappearance of trade barriers, increase in the main competition, the regulatory regime change, have made the securities brokerage business increasingly intense competition. Faced with the fierce competitive market, securities companies must adjust the income structure, urged the change of the securities brokerage business and layout to improve, to strive for further development, in order to get rid of the price war brought about the high cost, low commission rate and income structure of a single series of problem. With the industry increasingly competitive, timely adjustment of the brokerage business development strategy is increasingly important, the securities brokerage business development strategy on the development of China's securities industry with the true theoretical value and practical significance.This paper attempts under the guidance of the new policies and new changes in the industry ideas, practical strategies to find out the current development of China's securities brokerage business, combined with the actual situation of the China Aviation securities brokerage business case analysis, in order to find the current securities aspects of the work in the securities brokerage business development strategy and its inadequacies. This article from the the AVIC securities brokerage business status quo to start, then the same problem of in-depth study of the securities industry as a whole, summed up the common problem of the securities brokerage business. What are the implications of the advanced domestic brokerage brokerage experience in business development and foreign securities brokerage business development strategy, as well as on the development of China's securities brokerage business. Analyzes the opportunities and threats of the the AVIC securities brokerage business strengths and weaknesses and the external environment, the use of the SWOT analysis further confirmed the changes in the importance and necessity of the the AVIC securities brokerage business development strategy and, finally, a new development strategy of the securities brokerage business of AVIC. Structure of the paper is divided into seven chapters, which, the first chapter is an introduction, Chapter Ⅱ outlined for the securities brokerage business and strategic management theory, analysis of the third chapter of the internal and external environment for the development of the AVIC securities brokerage business, the fourth chapter domestic and international securities brokerage business development experience and enlightenment, Chapter Air securities brokerage business development strategy selection and analysis of safeguards implementation of the new strategy for the development of the AVIC securities brokerage business in the sixth chapter, Chapter VII Conclusions and Prospects.This article securities companies are experiencing unprecedented development difficulties, first of all, the human sea tactics of the brokerage business since2009lead to the general commission rates in the industry suffered a severe decline, even to the survival bottom line, the securities brokerage business development highlights the high human contradiction between cost and low-commission income. Second, the securities brokerage business of a single product, has been completely unable to meet the needs of our investors the same time, the revenue structure of the securities brokerage business, also showed a single. Finally, since2009, securities companies in the context of the high-income between2006to2008, rapid expansion, land new business department. The incentive behind the competition, but also highlights the contradiction between the high fixed costs and low income of the business department.The face of this series of contradictions and problems, the securities company must promptly adjust the development strategy of the traditional brokerage business, in order to survival and development. First, the securities company must promptly adjust the human sea tactics of the brokerage business, personnel costs, input-output assessment, leaving part of quality human talents which have the purpose of training to transform its role as an investment adviser, to adjust their original only some of the development of customer behavior into both development and customer service, a unique service to customers of commission rate, which is equivalent to the customer to pay for quality service model to improve the level of commission income of securities companies; Secondly, it must be combined with the current industry policy, IB business, new three-panel business, the two financial businesses such as system in order to enrich the brokerage business product structure to reverse the traditional securities brokerage business income of a single of the situation; Finally, you can further by the new policy planning, to optimize operating costs development business, non-scene transition, reducing fixed costs to pay, at the same time, geographical advantages, further expansion of the new business department. That is, to achieve the expenditure reduction and control of fixed costs of the brokerage business, while achieving in-depth development of the business market, the industry faced the contradiction between the high cost of expansion and low-income.