Study On Fortune Securities Brokerage Business Competitiveness Improvement

The securities brokerage business is a central pillar of the business of securitiescompanies, brokerage account for a large proportion of income in the income ofsecurities companies. In recent years, due to the reduced barriers to entry of the industry,the introduction of the economic system and trading commission further market-oriented,making the business environment of tremendous changes in securities brokerage business,competition is becoming more intense. Therefore, to enhance the study of the brokeragebusiness competitiveness to meet the requirements of the development of securitiesbrokerage, it’s an important factor to make broker lead in the competition.In this paper, with the Fortune Securities as the research object, study on enhancethe competitiveness of brokerage business. In the statement of the significance of theresearch background and research, an overview of the use of strategic theory andmarketing theory, as well as brokerage, which laid the foundation for this study. Papersfrom the analysis of company internal and external environment in which to start firstgeneral after specific ideas. By PEST analysis of the macro environment of the company.The use of the five forces model analysis of the securities industry environment. On thisbasis, through a SWOT analysis, in-depth and comprehensive analysis of the externalenvironment as well as conditions on the basis of the wealth of the securities brokeragebusiness, the objective of the shortcomings of the current wealth, the securities brokeragebusiness, and learn a foreign stock brokerage successful model of business development,the idea of wealth, the securities brokerage business development.In the current competitive environment, the Fortune Securities should focus oncustomer-centric, while developing the operating principle of the characteristics of theFortune Securities. In the development of strategic choice, should choose a marketsegmentation strategy, differentiation strategy and low-cost expansion strategy to get thecompetitive advantage of the brokerage business. Also need to develop a series ofmeasures to guarantee the implementation of the strategy, the first is to build a marketingsystem is to improve the strength of the Advisory and the third is to choose the rightbroker system.