Research On The Transformation Strategy Of Securities Companies

D Securities Company is a medium-sized listed company based in the north. For a long time, the development of the company has been restricted by the over-reliance on the brokerage business. The company profit greatly depends on the security trading volume. And all these years the company has to face the problem of falling transaction fee while companies of the same trade and other institutions such as the banks, the loan and trust companies and the fund management companies are snatching the funds under its custody all the time. The company has to optimize its profit model and business structure so as to strengthen its competitiveness. In such situation, D Securities Company is in urgent need to find the characteristic business mode in line with its own orientation. The company is trying to seek significant development through transformation.Through analyzing the business structure of D securities company’s in 2013 and 2014, this paper found out the root causes of D securities company’s single and imbalanced business structure. In D Securities Company, the innovative businesses are undeveloped, and the development of the brokerage business has not taken the advantage of the Internet. The issues above explain the company’s current situation. Using the methods of comparative research, literature research and empirical analysis, and comparing foreign and domestic securities companies with balanced business structures, so as to work out a suitable business development model for D Securities Company. In view of the current industry trends and regulatory requirements, this paper finally puts forward the countermeasures and the suggestions from the optimization research, which includes striving to build a comprehensive financial service platform by expanding sales trading business, expanding investment business, building financial holding group through securities investment and equity investment, speeding up the development of innovative business and enhancing the risk control while pushing forward the Internet finance construction with the combination of offline and online business. In this way the business transformation and optimization can be achieved.