Research On Brokerage Business Transformation Of A Securities Company

With the implementation of floating commission system and "one-person,multifamily" policy,the commission rate in the industry has been declining seriously for many years.Brokerage revenue has been weakening,and with the growing wealth management market in china,many financial institutions have shifted to the market.For the A securities companies studied in this paper,the services provided mainly focus on share-based trading and investment and financing services,business category is relatively single,each business income composition of brokerage business still accounts for the largest share of revenue.At present,the traditional brokerage business of A Securities Company is facing great bottleneck.With the increasingly severe external regulatory environment and the fierce market competition,the transition to wealth management has become a top priority.Based on this,this study mainly focuses on A Securities brokerage business as the foundation,transition as the focus,wealth management as the goal,through a large number of domestic and international literature analysis,industry data analysis and internal and external environment analysis to carry out research and summary.At present,A brokerage has high commission rate,single business structure,inefficient business processing speed,inadequate customer service system,inadequate financial product system,lack of professional staff and weak financial technology construction.At the same time,the reasons for the decline of A brokerage business are analyzed,and the urgent need for A brokerage to change to wealth management in the new external environment is pointed out.Secondly,based on SWOT analysis,four strategic models are put forward for the internal and external environment challenges and the advantages of A Securities Company in the process of transformation.Finally,it is determined that A Securities Company should be transformed from the present monopolistic strategy to the differentiated strategy.After identifying the direction of the transformation,the paper proposes six transformation initiatives to match it,including developing customers in a comprehensive and multi-channel manner,improving the customer segmentation system and enhancing services,building an efficient wealth management team,upgrading product service capacity and enhancing product innovation,strengthening financial technology construction and strengthening business synergy mechanisms.Finally,based on the successful implementation of A Securities brokerage strategic transformation,this paper puts forward corresponding safeguard measures from the aspects of organizational structure,financial manpower,risk management,system appraisal,financial technology,business network layout and cultural brand.