A Securities Company Brokerage Business Development Research:to Qilu Securities As An Example

The securities brokerage business is the main business of securities companies,as well as one of the traditional business of securities companies. After20years of development China’s securities industry, due to the scarcity of the system channel resources, the securities brokerage business for the broker has created a very profitable and strong cash flow. However, in recent years, the changes in the environment of the development of the securities market, have caused increasingly fierce competition in China’s securities industry brokerage business, brokerage commission income fell sharply, which has posed a serious challenge to the model of development of the securities brokerage business.In this paper through the development status of the domestic and international securities brokerage business, Qilu Securities brokerage business, for example, by using PEST analysis theory structure Porter analysis of the theoretical knowledge of the model, SWOT analysis model, the securities brokerage business in China in the development process problems and the causes for analysis, securities brokerage business development strategy:to grow capital strength and to strengthen the development of qualified personnel, to speed up financial innovation by changing the concept of operations,"shopkeeper" to the "peddler";, and increase support for the securities brokerage business; through the sound system of securities brokerage operations, relying on company Institute, the company customer service staff based on the type of customer segments to provide customers with differentiated services, and establish a "customer center wealth management service system so that clients’ assets increase in value and increase customer loyalty; by strengthening mutually beneficial cooperation, and finance, communications and implementation of brand marketing strategy, expand marketing channels.The innovation of this article:(1) combined with the characteristics of the securities network transactions and in developed countries the securities industry development status, this paper stresses Securities program trading is bound to bring new challenges to our existing securities brokerage business development model.(2) through the analysis of the internal and external factors in the securities of the company, according to the status quo and development trend of China’s securities brokerage business, this paper stresses the securities brokerage business in China should establish a "customer-centered" wealth management service model.