| The securities industry is at a critical moment of transition,as the commission among this business is decreasing year by year.For the traditional business of brokerage,how to find a new approach to overcome the trend of the marginal cost of comes closer to zero.Developing Investment advisory business is the most popular solution in this market.Business pattern of replacing commissions by consulting fees has determined by a number of security companies as releasing their investment consulting products already.Relying only on commissions and trading volume has became an inefficient asset for security firms.China Galaxy Securities(CGS),enjoying a good reputation on brokerage business in the market,has achieved remarkable results by launching its series of investment consulting products called "Fortune Star" which integrated new media to expand influence.Changing the way of marketing for CGS subbranch’s employees is extremely urgent,and it is important to establish their own investment consulting pattern.As an early established securities business branch,CGS SH branch has developed a large number of customers.SH branch has a significant penitential demands for its existing customers,and they hasn’t figured out a effective approach to develop investment consulting.As a result,establishing a comprehensive consulting system is becoming vital for SH branch.Its staffs should put more attention on consulting business by systemically selecting stocks,funds,fixed income products and other financial advises across the economical cycle.The company should help its employees in correctly planning their career,reasonably rationing their works,effectively using their own strengths and leading all employees to complete the transition toward wealth management.This paper takes SH branch of CGS as a research object,firstly expounds the research background and significance,summarizes the research status of investment advisory business,puts forward the framework of this paper,and expounds the corresponding theories,laying a theoretical foundation for the discussion of this paper.Secondly,it introduces the status quo of investment advisory business of SH business department of Galaxy Securities,and then issues questionnaires to target groups.Through SPSS analysis of the questionnaire results,it is concluded that the main problems in the current investment advisory business of the business department include product and service homogenization,investment team building,investment management system,and examination orientation.Finally,through the analysis of the problems existing in the investment advisory business of SH business department,the following optimization scheme is proposed in view of these problems and the business department’s own situation: Investment advisory business reflects the differentiation of products and services;Build a high-quality investment advisory team;Optimize the investment advisory business management system;Improve the investment advisory business assessment system. |
