Research On Development Strategy Of D Securities Co.Ltd

The financial crisis in2008gave rise to a huge impact to the securities industry and the competition among securities companies became increasingly fierce. With the accession to the securities market of potential competitors, namely the banks, trust and investment companies, securities companies of foreign capital, information and network technology companies, along with the immergence of more and more fresh models of business, the securities sales departments are being confronted with unprecedented challenges. Meanwhile, the stock market of China as a whole is struggling in the severe downturn, witnessing the going downhill of the market, the great decreasing of the new accounts, the serious shrinking of the transaction volumes,all these things have thrown securities companies into a badly difficult situation. As the major business units of the securities companies, standing at the forefront of the market, the Sales departments have to directly face up to the pressure of keen competition. As far as D securities sales department being a young dealer is concerned, its greatest primary task is to adapt itself to the unfavorable condition, transform its single profit-making model, explore new profit-making ways, and survive the vicious homogenizing competition of the industry.This study, based on the introduction to the development of D securities sales department and the interpretation to the basic development tendency of the securities market, analyzes its internal and external business environment, reveals its current status and problems, making comprehensive preparation for the exploration of its way out. Then, its target of development as well as its tactics of are explicitly proposed.that is to say, on the one hand, D securities sales department ought to focus to strengthening the "market development" and "business exploration through the integration of internal resources and the full use of favorable opportunities by reforming its present marketing system, broadening marketing channels, fostering loyalty of customers by providing differentiated services after careful customer segmentation, and rationally developing zero-worth clients; on the other hand, D securities sales department shall take state policies into thorough and full consideration and spare no efforts to develop IB business, the new third board business and the margin trading, with a view to enriching the product mix of the brokerage business and reversing the single profit-making model of traditional securities brokerage business. Last but not the least, to achieve above-mentioned goals, D securities sales department are supposed to take some concrete measures, such as upgrading its organizational structure, constructing its service system, coordinating the cooperation among different departments, paying more attention to the innovation of business and service, and improving the internal control.