Research On The Brokerage Service For Z Securities Company

With the rapid development of Internet technology,the gradual liberalization of brokerage license,the growing awareness of people's investment,the competition is becoming increasingly fierce.In the bull market of 2015,as the main income of securities company,securities brokerage income,accounts for nearly 50%of the total.After 2015,commission fees continue to command the spotlight,and become the reason for the frequent replacement of securities.Only providing channel services,depend on the commission has been unable to cope with the current fierce competition in the securities industry.Z securities company as a small brokerage,how to achieve brokerage business transformation by improving service level,in order to obtain the survival space in the fierce competition,this problem is worth studying.From the point of promoting competitiveness,this paper uses the methods of literature research,case analysis,comparative analysis and other research methods.Firstly,it introduces the development status of brokerage business at home and abroad,and lists several typical cases.Secondly,it analyzes the development status of brokerage business in the Z company through PZB model to find out the gaps in the brokerage services,including imperfect customer management system,lack of professional knowledge and service skills of service personnel,lack of service platform function,imperfect service process.Based on these analysis,combined with service marketing theory,the conclusion is drawn that Z securities company should rich service products,strengthen the management of service staff,improve the service quality,perfect the service process so as to enhance the competitiveness of the brokerage business.In addition,Z securities company should perfect performance appraisal system,cultivate a good corporate culture and strengthen the construction of risk management,to ensure the success of optimized service strategy.It should be noted that,the main problems in the area of customer service of Z securities company,the majority of firms are also prevalent,especially in similar size Z securities brokerage,related issues are more similar.So this study,not only provides a reference for the optimization of Z securities company service strategy,has the theory the guidance and practical significance for the development of the company,but also to the industry through the transformation and upgrading of the level of customer service to achieve the securities brokerage business to provide certain reference.