Service Strategies Brokerage Business Under The Service Profit Chain

With the accelerated pace of global economic integration,the development of the financial sector is also growing fast in recent years,the number of securities companies are also rapidly increasing.Securities brokerage business is a major source of income of securities companies,securities companies in operating income accounted for more than 40%,so the securities brokerage business of securities companies is to ensure stable and reliable income.However,with the current market competition intensified,particularly after the liberalization of brokerage commission system is implemented,since the securities companies in the marketing process generally lack a powerful weapon,the "low commission Showmanship" as a means to use a number of securities companies,leading securities brokerage business profits continue to be compressed,the living environment is under threat.In 2009,the stock market performance exceeded expectations,but the commission rate continued to decline,making the securities company faces reform,had to change the current "low commission Showmanship",relying solely on the status quo "channel" to make money.The securities industry has been slow to focus on high-scale,high-quality services closer direction,each broker more focus on customer needs,and through the provision of customer satisfaction and employee loyalty programs and other methods to improve their own competitiveness.Firstly,the study abroad service profit chain carried out and on this basis,describes the service profit chain theory,and service logic relation between the elements of profit chain model was to identify,and expounded China's securities brokerage business the development status and trends,and then to BN securities business department,for example,the service profit chain theory is applied to the financial sector,combined with the actual situation BN securities business department,the sales department employee loyalty,and customer satisfaction were survey and corresponding analysis in order to enhance customer satisfaction and employee loyalty research points to improve business conditions BN securities business department of reasonable recommendations to enhance the competitiveness of BN securities business department.