Research On The Competitive Strategy Of Securities Brokerage Business Of J Securities Company

In 2021,more than 30 years have passed since the establishment of China’s capital market.Over the past three decades,with the strong support of the government,the full cooperation of regulators and the active cooperation of industrial financial institutions,the development of China’s capital market has achieved a qualitative leap and better served the real economy.Over the past 30 years,China’s securities industry has made great progress,adhered to the leading direction of reform and innovation,gradually matured in continuous practice,and made many remarkable achievements.However,there are still some problems in China’s securities industry,such as a large number of securities companies but small scale,obvious homogenization of traditional brokerage business,insufficient product innovation and richness,and so on.To achieve high-quality development,we must correctly grasp the essence of finance,closely follow the policy guidance,actively embrace new technologies,strengthen cooperation and actively practice the essence of financial services.Taking the brokerage business of J securities company as the research object,this thesis first analyzes the internal and external environment of J securities company’s brokerage business by using the analysis methods of "PEST analysis","Porter’s five forces model" and"value chain analysis",determines the opportunities and threats faced by J securities company’s brokerage business in the external environment,the advantages and disadvantages existing in the internal resources,and uses the internal The external factor evaluation matrix is used for quantitative evaluation.After the evaluation,four competitive strategies(centralization strategy,differentiation strategy,cost leadership strategy and optimal cost supplier strategy)are analyzed through QSPM matrix,and finally the optimal cost supplier strategy is determined.The implementation measures include:developing wealth management business,providing diversified products,using financial technology to improve the quality of investment advisory services,deeply integrating the Internet and improving operation efficiency.By optimizing the organizational structure,optimizing the human structure,steady and compliant operation,creating an innovative corporate culture,increasing investment in financial technology and other measures to ensure the smooth implementation of the optimal cost supplier strategy,and finally promote the transformation and upgrading of J securities company’s brokerage business,improve the level of wealth management business,improve the market share,and realize the sustainable and healthy development of the company’s brokerage business.