Galaxy Securities Online Trading Current Problems And Countermeasures

With the development of Internet technology, the exchange method of the electronics stock is facing a new huge change. Originally, security company resorted to exclusive satellite net to connect the investors, who filled in the orders and quotations in the sales department or used the funds card directly on trade machine. Now it turns to using the Internet to deal with the exchange. The real-time, accuracy and highly risky of the online trading made it must take advantage of today's relatively new and mature computer network technology, use superior quality , high performance, reliable stability, and easy expandability computer equipments. Therefore, we define Internet transactions as using Internet resources, acquisiting securities price, analyzing markets, and the real-time transaction commissioned by the Internet. The unique information and space time competitive advantage, make it gradually replace the traditional securities transactions. and become the inevitable trend which the global securities industry will develop.It is only 10 years since the Internet trading business started in our country, the business has got rapid development. Judging from the current situation, along with the implementation of the conditional floating commission system in the securities brokerage business and China's securities industry comprehensive opening to the outside world, The survival of the securities industry brokerage environment has become seriously deteriorated than before. Because of the restriction of the national policy and system, the focal point of the domestic major broker contented at present eventually adhering to the information services deepen and the competitiveness of the means of transactions.Galaxy Securities Agency is one of the largest domestic brokerages. its on-line transaction service develops synchronism with the market, being the leading position of the industry. But there is many problems exist in marketing, management services model and information security system. In this paper, in order to adapt the current fierce market competition environment, the author use the Management, Information Economics ,Mormation security and other related knowledge,to analysis the problems which the Galaxy Securities Agency online transactions actual encountered, and proposes the solutions adapt to the Galaxy Securities Agency online transactions for their own development.This paper briefly described the concept of Internet securities transactions at first, analyzes the domestic and foreign on-line transactions development, then use of Information Economics principles to discuss the advantages of online securities trading, and its influence to the traditional securities industry. aims to give an overall view of a broker development of the Internet trading. In this foundation, through the analysis of the demand of the online trading market and the competition situation, the author uses the principles of Management, Information Economics and Finance Network,integrated with actual case of On-line transactions in the Galaxy Securities Agency, pointes out the main problems of developing the on-line transaction service in the company at present. They are the society, service and management, network security, transaction system network optimization and so on. In view of these questions, using Customer Relationship Management theory, Information Security System 3-DNS technology, the author proposes the following development strategy: raising awareness, reducing the cost, strengthening customer relationship management, Establishing perfect Information security system, upgrading the optimization of network and establishing perfect service system.Finally, this paper also discusses the main proplems and the application prospect of the case which the preceding text puts forward.