Research On Transformation For Development Strategy Of Securities Brokerage Business In China Based On Internet Finance Development

The securities market is an important part of China's financial system,which has irreplaceable functions in raising capital,guiding investment and allocating resources.After 20 years of development,China's securities market from establish to integration,from the experience of the global financial crisis test to further innovation and development,the market is growing,gradually entered the norms and healthy development.With the rapid development of the Internet and the support of relevant policies,it has become an irreversible trend for securities companies to open accounts with the help of the Internet.While traditional brokerage business models and services have been hard to adapt to the trend of development,this forces the securities companies to decisively abandon the old mode that is not suitable for the times,and constantly upgrade and reestablish business and sales models suitable for the Internet era.Internet finance can better serve and support the development of securities brokerage business,so that the securities companies in their investment and financing capacity continues to increase.The potential of Internet financial development has been paid more and more attention by the securities industry.At present,the strategic transformation of securities brokerage business is still in the stage of continuous exploration and continuous practice.At home and abroad,the theoretical research on the strategic transformation of brokerage business development from the perspective of Internet financial development is still in the beginning.Therefore,it is of great practical significance to study the impact of Internet Finance on the traditional brokerage business and how to transform the brokerage business in this context,so as to improve the market competitiveness under the new environment of new environment.From the perspective of Internet financial development,this paper analyzes the impact of Internet Finance on securities industry,gives the description of HX securities company's integrating the Internet gene into the business system,reconstructing the retail wealth business ecology,and carrying out the comprehensive innovation and management ideas.Furthermore,this paper puts forward the optimization strategy for the choice of the strategic transformation of its brokerage business development,so as to make it better adapt to the industry trend,seize the development opportunities,in order to improve the core competitiveness of the enterprise.Main results:(i)analyze the positive and negative impact of Internet Finance on brokerage business in the securities industry,as well as the opportunities for brokerage business under the background of Internet finance.The research finds that Internet marketing provides huge potential customers resources for securities companies;the environment of the Internet promotes the transformation of securities companies;the thinking of Internet finance should be used to develop securities companies' marketing.(ii)The current marketing status and existing measures of securities brokerage business of HX securities Tianjin Friendship Road Securities Business Department are analyzed.The analysis finds that the existing marketing system is not perfect,marketing modes are primitive and marketing means are traditional,and professional levels of staff are uneven;The existing measures include the transformation of marketing modes,customer experience,product development and new business development.(iii)On the basis of SWOT analysis of HX securities brokerage business,four strategic transformation plans are put forward: push,broaden,improve and preventative.Meanwhile,the safeguards for the implementation of these schemes are given.