A Probe Into The Enhancement Of Core Competency Of Securities Trading Department A

With the completion of the stock reform and comprehensive regulation of the securities brokers in2006, the Chinese securities market had entered a brand-new era. Since then, the Chinese securities brokerage business has experienced two significant bull markets respectively in2007and2009, as well as the refinery of a remarkable bear market in2008admist the international financial crisis, thus the Chinese securities market and securities investors have gradually become mature. The securities brokerage business has turned from sellers’ market to buyers’ market, and the competition in relation to the brokerage business among the securities dealers becomes more and more fiearce. A carrier of the brokerage business of the securities dealers, the securities trading department is the foremost front of the securities market, and faces unprecedented pressure. The homogenious service standards and race to lower the commission rate have led to the decrease of profits of the securities trading department; the increase in the number of securities trading departments has led to the persistent decrease of operating income of unit-department. How to fight for a better future in the competition, and how to cultivate and enhance the core competency of own characteristics, have now become a key concern of the securities trading departments. More and more securities departments will deem the enhancement of own core competency as the strategic goal and rientation.In this essay, the author refers to the advanced theory and experience in building the core competency in domestic and foreign enterprises, and through the analysis and appraisal of the trading volume, number of existing clients, and clients’ assets of certain period of the Securities Trading Department A, points out the inadequacy of the competitiveness of the aforesaid department. Furthermore, the author analyzes the reasons why the department lacks of competitiveness from four aspects:the marketing team, the marketing chanel, customer service, and products innovation.Thereafter, in light of the actual conditions of the Securities Trading Department A, the author puts forward a proposal to enhance the core competency of the department, namely, to build up and strength the brokers team, persitently develop and improve the marketing chanel, develop and consummate the investment consulting business, and deepen the participation into the innovation of business actively.