Research On The Optimization Of Brokerage Service Value Chain Of S Securities Company

Brokerage business is one of the mainstay business of most domestic securities companies at present,and the commission income from brokerage business has always been one of its indispensable and important sources of income.With the liberalization of related business licenses,the introduction of policies such as the one-person,multiple-account policy,and the rise of Internet finance,the brokerage business is faced with many difficulties,such as fierce competition among the same industry,high homogeneity of products,complicated customer demands,etc.In order to adapt to the domestic competition and market environment and seek the transformation and development of brokerage business,traditional securities companies must innovate the business development mode and enhance the customer service value,to meet customer diversity,differentiation,branding needs.Under this background,the research on the brokerage service value chain of securities companies can not only effectively expand the theoretical research on the service value chain and brokerage business,but also promote it to adapt to the business development trend and customer needs by improving the brokerage service value chain of securities companies,which is of great significance to the practice of transformation and upgrading of brokerage business of securities companies.This paper,initially,on the foundation of clearly defining concepts such as the value chain and brokerage business,summarizes theories of the service industry’s value chain.It organizes and collates literature on value chains and brokerage services,providing a theoretical basis for subsequent optimization of the brokerage service value chain.Following this,it carries out an in-depth analysis of a case study:S Securities,alarge-scale comprehensive brokerage firm in China.On the basis of summarizing the current state of its brokerage business,the paper uses a value chain to analyze its service value activities and business processes.It then uses a questionnaire to identify existing problems based on these findings.The analysis identifies the causes of issues in the brokerage service value chain from a value chain perspective:the value chain is product-sales-centric,and the auxiliary service value from customer service and support services is insufficient.These problems are then analyzed in-depth.Following this,based on the root causes of these issues and the value chain model,targeted optimization strategies for S Securities’ brokerage service value chain are proposed.The optimization plan stems from three perspectives:maintaining a customer-centric service philosophy,improving the customer service value of basic value activities,and enhancing the auxiliary service value of support services.For instance,adhering to a customer-centric value chain involves deeply understanding customer needs,innovating financial services and products,enhancing customer experience,and creating customer value.At the same time,efforts to enrich customer development channels and detailed customer profiling can improve the customer service value of basic value activities.Additionally,enhancing the auxiliary service value of support services,such as strengthening the construction of the financial product library,improving talent and team building,and enhancing the level of financial technology development,will contribute to achieving the overall service value enhancement and optimization of the service value chain.These changes aim to create a long-lasting,holistic,interactive,and incremental effect on the transformation of the securities company’s brokerage business.The research and exploration based on the service value chain theory and the development of domestic securities brokerage business not only solves the problems of S Securities Company’s brokerage service value chain,but also extends the research of related theories.Based on the relevant theories,this paper studies and explores the problems of s securities company’s brokerage service value chain based on this model and puts forward the corresponding optimization scheme,which is practiced in s Securities Company.The optimization plan can effectively enhance the staff productivity and customer satisfaction,clearly provides the direction for S Securities Company to optimize and transform its brokerage business,and also the reference for other domestic securities companies.