Research On Rokerage Business Model And Its Innovation Based On E-commerce

The rise of Internet technology in the new era has brought about a change in the way people handle information and their payment methods.Under such a background,traditional brokerage firms face not only great opportunities for transformation,but also great challenges brought about by transformation.They urgently need business innovation and industry integration,etc.,actively transform,strengthen innovation,and promote the development of brokerage e-commerce..As one of the countries with the most developed electronic commerce among securities companies,the United States has emerged new e-commerce business models such as the E-Trade model,the Merrill Lynch model,and the Jiaxin model,which have not only caused turmoil in the brokerage industry,but have also been pointed out to a large extent.The development direction of the brokerage industry.In comparison,the development of China's securities industry e-commerce model lags behind.Although it started relatively late,it has developed rapidly.For instance,brokers such as Guotai Junan and Founder Securities have also started the development path of brokerage e-commerce,leading the electronics industry in China's securities industry.Business development.In the face of the impact and influence of the Internet on traditional brokerage firms,traditional brokerage firms will have to embark on an innovative transformation and transformation path in order to better stabilize the brokerage market.As a representative of a new type of small and medium-sized brokers,Caitong Securities has made use of the space-time advantages,cost advantages,communication advantages,and information advantages of the Internet to develop financial services and establish an e-commerce business model,which has become a problem that securities companies urgently need to solve.Through the research of this paper,we hope to contribute to the development of securities companies' e-commerce,and provide some references for their peers.This article consists of six chapters.The first chapter is introduction.It introduces the research background and significance,literature review at home and abroad,research methods,the basic framework of the article and the main research methods;Chapter II related concepts and theoretical basis,respectively,related concepts Explain the difference between the existing brokerage business model and the traditional brokerage business model,and describe the possible consequences or risks of the brokerage's e-commerce business model on the brokerage industry;Chapter 3 compares and analyzes the domestic and foreign brokerage e-commerce business models,and look for The enlightenment of useful experience;the fourth chapter is an analysis of the business model of Caitong Securities based on e-commerce,and clearly identifies its advantages and disadvantages;Chapter 5 is the innovative design and countermeasures of Caitong Securities' business model based on e-commerce.It pointed out the necessity and direction of the e-Commerce operation and development of Cai Tong Securities,and innovatively improved its e-commerce business model,and put forward specific measures and recommendations;Chapter VI is a concluding remark,pointing out the conclusions of this paper and the need for The next step in the study.The study finds that at present,China's securities e-commerce development is similar to the transitional development stage after the liberalization of commissions in foreign advanced capital markets.This provides an experience for the innovation and development of China's securities brokerage business.At present,whether it is the internal requirement of China's capital market development or securities The inevitable choice for further development of the company requires the rapid and innovative development of the e-commerce business of China's securities companies.Under the influence of various factors such as the continuing differentiation of the traditional brokerage industry and the increasingly intensified competition,Caitong Securities,as a regional small-and medium-sized broker,has only to choose its own The actual characteristics of e-commerce development path can play a role in the increasingly fierce market competition of brokers in the future;the article also discusses how to make e-commerce development for Caitong Securities in the future,and gives corresponding countermeasures and suggestions..Research shows that the development of securities companies' e-commerce at this stage is similar to the transitional development stage after commission liberalization in foreign advanced capital markets.This can provide some experience and reference in the innovation and development of brokerage business in China;in the context of internet finance,taking into account The intrinsic needs of the development of the capital market and the further development of securities firms and the use of e-commerce business models have become an inevitable requirement and trend.Under the fierce competition from securities firms for e-commerce,Caitong Securities has used the vertical e-commerce business model to open the financial mall.It has achieved certain results,but it still faces problems such as late start,weak foundation,single development model,and insufficient product development.Based on the status quo of the e-commerce model of Caitong Securities,we should speed up the construction of the Internet financial technology platform,improve the financial product system,and strengthen the company's back-office management and construction,so as to promote the innovative development of the e-commerce model of Caitong Securities.