| Securities brokerage business defined as the promotion of securities transactions for the intermediary services. Securities brokerage business occupies an important position in China’s securities, Commission income is the main source of income in most security companys, China’s securities brokerage business has experienced the monopoly stage of rapid development before the promulgation "Securities Act" in July1999, Later in May2002, Securities brokerage has experienced slow phase of the floating commission system, Gradually to tend the stable stage of development.In other developed countries, the securities market has experienced100years of development. It has formed relatively mature brokerage business model. The most respected three market for: Merrill Lynch’s FC Model, E-trade Model, Schwab Model, In china, Most securities firms engaged in securities brokerage business, including customer development, Open an account, Account management, Providing consulting services, Or other content related to the securities services. Primarily to provide trading channel to investors, Early in the securities trading, This model formed under the long-term government policies protection and industrial monopolies for a long time, In the past high degree of monopoly and government’s doubly care’s environment, Many problems has been covered. At that time, Securities brokerage business formed under seller’s mechanism, based the concept of sales service method, Its biggest feature is the one-way information flow mechanism, That is what the firms product, and then provide the service to customers, Regardless whether the product is the customer needs, And because of the lack of financial means, People’s financial service awareness is relatively weak, Securities products are often in short supply situation, Customer requirements for securities companies, only limited to basic financial services, Securities company take the initiative to control their own supply of services and products. There is no need to sell products, This stage without any "Securities market" at all, But the stock market become more marketed, internationalization, financial mixed, Under this operation situation, Many problems and shortcomings exposed, In May2002, after floating commission system profiteering era ended, Many brokers are beginning to realize the importance of customer resource, commission price war grows in intensity, and then cause a very serious consequences in entire market, In recent years, with the significant market make a great changes in internal environment, such as the strengthening of regulatory supervision, operation processes become more specifications, The rapid development of remote transaction method carry out third-party depository business, Many brokers gradually recognized only relies on commission price war can not solve the fundamental problem, Commission war to the end, can cause the whole industry suffered a fatal blow, And with the development of china’s securities market, investors tend to be more rational, The traditional channel service has been unable to meet the needs of the investors, Thus requiring more innovation and breakthroughs in diversification of product, diversification of service by broker. In addition, stock index future and the margin of the business gradually introduced, then market risk increases. How the securities brokerage business restructure to form their own characteristics and brand, change the security company mode of operation homogenization, Define their own market position, Maintain the competitive advantages of their own, Enhance their core competitiveness, These problem should to be solved by broker, Therefore, in the new situation, in order to get rid of financial difficulties and adapt to new market requirement. First, the broker must do business philosophy transformation and innovation, from the center with the product to the customer as the center, establish a customer-centric business philosophy, as the customer is the source of the brokerage services income, In order to gain profit, you should make customer feel satisfied. Therefore, the service mode should make a change from "shopkeeper" to "peddler", service content change from "provide trading channel" to "provide advisory information", service features by popular services to personalized services, The second one is the business transformation and innovation. Let extensive management to intensive management. Reduce operating costs. The third one is operating characteristics transformation and innovation. From provide the trading channel to provide the investment advisory service. In the face of the external market changes, In order to adapt the business philosophy, mode of operation, operating characteristics, and other aspect’s transformation and innovation. Internal management system, Broker should to create internal operation and management system, At the same time, Broker should deploy strategy and tactics according to the change of the market. The article take the G securities company as a case. Tell about the company for internal and external environment in the new situation, From compliance management, channel development, customer service, operation support, investment management, marketing management and other aspects to build internal management system. The company made adjustment of the securities brokerage business system, Form the traditional agency business, Innovation business. Financial product sales and other forms of business, Implement the "professional service in the foreground","Background centralized" management mode. This mode of operation in brokerage business divided into the background and foreground in marketing operation, Operation function is to ensure the normal operation in securities transactions and in operation of the institution. Marketing will focus on the selling financial products, develop customer, service the customer, Based on the G securities company internal management system research Other securities companies can learn from the system, At the same time, we can find out the deficiency of the system for further study, to make china’s securities brokerage business more standardized, more effective in the new situation. |
PDF Full Text Request