Research On Optimizing Investment Consultant Business Of Z Securities Company

In recent years,due to the continuous progress of science and technology and information technology,the situation that securities companies can only open securities accounts in front of the counter has been changed,which makes securities accounts more convenient and faster.In addition,the policy change of "one person,many households" has made the competition of securities companies in competing for the market share of customers more and more fierce.Some emerging small and medium-sized securities firms set up a large number of small and micro business departments throughout the country to attract customers by means of low commission competition.In order to avoid the loss of stock customers,traditional business departments have to fight with their competitors in the commission price war,which also directly leads to the reduction of the Trading Commission rate in the securities industry year by year,and the exchange of securities.Business brokerage revenue has caused a huge impact.Therefore,securities firms are trying to find a new way to promote the transformation and development of brokerage business.Therefore,to improve customer experience and provide more value-added services for customers has become a new slogan issued by many securities companies.But how to realize the transformation and truly provide effective and high-quality services for customers,so as to bring corresponding benefits to the company,is the question that any securities company in the industry has to think about.Through the management knowledge acquired by Dalian University of Technology,on the basis of field research,and through consulting historical documents,the author comparatively studies the development process of foreign securities firms' investment advisory business and the current business situation of domestic securities firms' investment advisory business,and draws on the successful experience that can be used for reference.Using SWOT and Porter's Five Forces Model and other analytical tools,this paper analyses the macro environment,industry environment and current business situation of Z Securities Company,finds out the strengths and weaknesses within the company and the opportunities and threats of developing investment consultancy business,and advances the existing problems of Z Securities Company's investment consultancy business.This paper summarizes and,on the premise of conforming to the relevant regulatory policies,hopes to develop the company's investment advisory business and change the company by focusing on "optimizing the organizational structure,building the investment advisory team,optimizing the investment advisory service lines,optimizing the investment advisory system and building the intelligent investment consulting platform system".Transitional dependence on the plight of traditional channel business,focusing on creating a Z securities company's investment brand,improve customer service satisfaction,improve the company's revenue structure,and realize the transformation and development of the company's traditional brokerage business.