China Securities Co.,Ltd. Southwest Branch Building The Internet Trade System And Developing Brokerage Policy Researching

It is inevitable in the progress of human society that the twenty -first century is to be the e-business age. This makes the securities industry to be one of industries which use and develop e-business most quickly and deeply because it doesn't need to transit the dealing goods and it uses and recognizes network widely. So,the application of e-business by Chinese securities companies is the key to the survival and development in the new century.This paper divides the basic content of securities e-business into several parts: securities internet trade, securities internet issuance, internet payment, internet information services. Securities internet trade is the main form of the current securities e-business, and it is the whole process that investors get stocks real time quoted price and information, analyze markets and exchange through internet. This manner is on behalf of developmental direction of brokerage business, makes a great impact on traditional securities industry and gives a great opportunity forsecurities companies.The author proposes his own viewpoint on structural mode of internet trade for China Securities Co., Ltd. Southwest Branch, which is one of the biggest securities companies in China, through researching on operating mode andcharacteristic of internet trade from securities companies in China and foreign countries. In his opinion, Southwest Branch should combine external resource with internal resource to develop internet trade, and builds the complex service platform of internet through combining business departments with business departments in internet. Under this mode, the author discusses how to build trade system platform through several parts according to actual situation of this company ,such as connecting internet, constructing the structure of web station, technical projects and operational flow, call center and internet payment.According to the concept of relationship marketing, the author researches and analyzes the marketing strategy of developing internet trade from two administrative levels - headquarters of Southwest Branch and business departments. In his opinion, the company should use the strategies that combine expanding in low cost with differentiation service to exploit internet trade business under the floating commission rate system.The author analyzes profoundly the main problems and improved countermeasures for Southwest Branch to develop internet trade business, and summarizes the problems and countermeasures that Chinese securities companies face currently. According to Chinese actual situation, the author proposes realistic viewpoint and thinking to develop internet trade for Chinese securities companies...