Research On Transforming Strategy Of Brokerage Business Of Jiu Zhou Securities Company

In the securities industry,brokerage business is the most basic and important business of all businesses,and has always been the main source of income for securities companies.Since the 1990 s,China's securities industry has been developing.Due to the scarcity of channels and resources caused by institutional reasons,the brokerage business of securities companies has made great profits.However,in the past ten years,due to the change of the financial market environment,the competition of brokerage business has become increasingly fierce,and the revenue of commission business has deteriorated.Especially,small and medium-sized securities firms such as Jiuzhou Securities are at a disadvantage in terms of brand effect,capital strength,number of users,etc.in the competition with large securities firms.How to compete with large securities firms,in the context of market internationalization,in the process of rapid development of Internet finance,in the environment of deepening reform and opening up,the transformation of brokerage business is particularly important.It is against this background that this paper studies Jiuzhou Securities as a representative of small and medium-sized securities firms.Firstly,the paper analyses the current situation of domestic and foreign brokerage business,mainly introduces the transformation model of American brokerage business and its significance for reference;secondly,it analyses the current situation of Jiuzhou securities brokerage business and compares it with other securities companies,and puts forward the problems faced by Jiuzhou securities brokerage business: the slow growth of customers and the lack of brokerage business model for large-scale markets.Firstly,the adaptability of market changes is faced with the unfavorable factors such as fierce competition,low proportion of new brokerage business and lack of talents.Secondly,the causes of the problems are analyzed from both internal and external perspectives,and the necessity of the transformation of Jiuzhou securities brokerage business is analyzed.Finally,the direction of the transformation of Jiuzhou securities brokerage business is summarized by SWOT analysis.With business focus strategy,focusing on differentiation,service-oriented,process optimization around the "customer-oriented" principle,vigorously develop wealth management business,expand brokerage business income in a broad sense,build into a service-oriented securities company with distinct characteristics,and give specific transformation proposals.Under the current situation of more and more fierce competition in brokerage business,because of the obvious asymmetry of strength between Jiuzhou Securities and large-scale securities firms,homogenization competition is a dead end.Jiuzhou Securities should give full play to the advantages of small boats to turn around,timely adjust its management and management mode,learn from the successful transformation experience of foreign brokerage business,improve the efficiency of resource allocation,and through differentiated competition.Establish their own advantages in the market segmentation,improve customer stickiness,attach importance to the value of customers,out of their own transformation path.