Discussion On The Transformation Of Securities Brokerage Business Under Internet Finance

At present, the applications of Chinese Internet are characterized in cross-border integration, are entering a new stage of development. In recent years, the development of Internet has been infiltrated all walks of life, such as Third-party payment and P2P net loan. The development of Internet affects the strong position of traditional financing system, like banks and securities companies. In the future, physical channels may be substituted by the Internet platform, as the Internet and finance increasingly integrated. Internet finance will occupy a very important position in the entire financial system. The rapid development of Internet has brought profound changes to the securities industry. At present, there are two ways to effect on the securities industry:the first is that some Internet giants, which use their advanced information technology and base on their own existing customers and marketing channels to conduct online securities business. Then extend to the entire brokerage business. Another way is to force securities companies to reform to adapt to the liberalization of access to the network of securities brokerage, otherwise the major companies will suffer serious losses. Brokerage based on its foundation status occupies a central source of income for the securities companies and significantly attributes on price elasticity, homogeneity, full of changes, these have become the major breakthrough for the Internet companies. At the same time,because of the liberalization of brokerage commission, the competition between securities companies become more and more seriously, so there must be a huge change in the brokerage business urgently.In this paper, from the perspective of Internet finance, conduct the type, function and development status of securities brokerage business, explore the impact between Internet finance and securities brokerage business by PEST and SWOT analysis, and draw on the basis of the advanced experience of domestic and foreign brokerage firms. I choice HL securities case for objects, while combining with the actual situation analysis to help companies formulate development strategies, and provide advice for the transformation of HL securities brokerage business. In this paper, we provide an example for the securities brokerage business transformation, and provide a reference for the brokerage business transformation for the small and medium sized brokers to a certain extent.