Strategic Management Of Website's Information Service Of Stockbrokerage Companies

One hundred and sixteen slockbrokerage companies of the Securities Association of China, which has 124 members, have set up their own websites so far, but none of them has made real profits. On the background of the sercurities market's desecending, stockbrokerage companies's income from brokerage business and investment business has been shrinking greatly. However, the importance of the websites forces the companies to keep up investing money into these websites in order to keep them running, which puts more cost pressure on these companies. This thesis takes this situation as a starting point to discuss the present management stragtegy of stockbrokerage companies' websites.The preface illustrates the selection of the subject and its effects, research methods and the framework of this thesis. In addition, it also sums up a lot of achievements in studies on this kind of websites. This thesis is intended to make creative discovery on the foundation of the theories of network trading platform and quality management so that it can provide some useful experience and knowledge for the management of the information service of stockbrokerage companies' websites.Chapter One is an introduction to the information service of stockbrokerage companies' websites. It introduces the important effects and main functions of these websites. In addition, it also introduces the structure and procedures of the information service of these websites and illustrates the core of the management of these websites.Chapter Two is the analysis of the costs and proceeds of the information service in stockbrokerage companies' websites. This part introduces the structure of the costs and the cost advantage of the information service in stockbrokerage companies, compares and analyzes the short-term and long-term proceeds. It reveals the reasons why the websites of stockbrokerage companies can not make profits in a short time by analyzing the composition of the indirect proceeds in the long-term proceeds, andaffirms the contribution of information service of websites to the increase of the income.Chapter Three is the diversified strategics of the information service in stockbroker age companies' websites, aiming at the homogeneous competition in the network trading platform. It proposes the reasons why stockbrokerage companies' websites should put in force the diversified strategies. Diversified online information service could form the characteristic advantages, shape the brands of stockbrokerage companies' websites, and enhance the core competitive abilities. This part also introduces the content of strategies of the integrated information service, strategies of investors' contentment, strategies of customized online service, and strategies of characteristic online research.Chapter Four deals with the standardized management of the information service of stockbrokerage companies' websites. Standardized management is an essential part of modern management, which faciliatcs the integration of other information products to bring out the combined products with their own characteristics of these websites. It introduces the relavant concepts of standardized management and its theories and methods. In addition, it also introduces the standardized management of network information service, file orgnization, webpage design, information classification, database construction and website quality management.Chapter Five is the the key section of this thesis , which expounds the theories and methods to evalute the quality of the information service, including the process of the SERVQUAL model, the meaning of the index and the standards of estimation in the evaluation system. SERVQUAL model have been used in information service of library, but it can't be used directly in the stockbrokerage companies' websites as these websites have their own unique characteristics. This chapter puts forward a new evaluation system of website by combining the features of these websites and the idea of the SERVQUAL model. In addtion, it also expounds the meanings and evaluationstand...