Research On The Developing Strategy Of Chinese Securities Company's Online Trading

In recent years the online trading has been widely applied in Chinese securities market, all companies pay great attention to it and treat it as new creative technology to promote their business: brokerage.This paper gives a brief view about the feature of online trading and its general developing situation around the world. Based on the study and analysis on the market need, the competitive environment and studying the example of the China Securities Company, while according to the theory about modern enterprise strategy and marketing, this paper gives strategic approach on further development of its online trading.In future several years, the market of online trading still steady increment, under the demand of finance reforming and while China has joined in the WTO, competition will gradually be vigorous, the challenge that Chinese securities firms face will be unprecedented. Chinese Securities Company is one of the biggest securities companies in China. The market share of its online trade had been kept to develop with the whole market synchronously and been placed in the leader position, but there are many problems in market expansion, managing mode and marketing system. In order to solve the extant problems and adapt to the current vigorous competition market, also according to the trend of diverse financial products, trading through network, small scale branch, personalized service, this paper gives such strategic approach: exploring new model, creating new service system through network, making extensive valid strategy cooperation, proceeding all kinds of market promotion, promoting the potentiality of current branch.