The Research Of GF Securities’Broking Business Transformation

Chinese rapid economic growth make the Chinese capital market a great progressand its impact become more and more significant on the global economy. With thedevelopment of Chinese capital market, Chinese securities market has also madeunprecedented progress, the capacity of which is on the increase. The number andscale of securities companies, fund companies and other investment intermediaries isalso growing. At the same time number of investors of the market is growing asgeometric level. With the continuous improvement of regulation system, innovativeproducts on the market become more and more rich.There are indications that Chinese securities industry is developing rapid at anunprecedented rate. But the fast growth has often companied with accompanied thegrowing rate risk. In recent years, with the scale of the pace of Chinese economicdevelopment conditions of the stock-market is extremely depressed. Many securitiescompanies make a loss or even become bankrupt and the assets of most investorsshrink seriously. These phenomena have exposed many problems in the securitiesmarket; for instance, the imperfection of market system results in that cut–throatcompetitions are extensive; the lack of necessary protective measure for investorsleads market to lack in innovation and limits the types of products; the means of profitof securities companies is so little that the proceeds are obviously restricted by marketconstraints; the business receipts of securities firms excessively dependent on thebroking business.This paper focus on the securities broking business, on which many factorsinfluence from customer service, product innovation, marketing, cost control etc.According to practical conditions of the broking business of GF Securities CO., Ltd.the paper expounds advantages and disadvantages of the GF Securities’ brokingbusiness with SWOT measure, analyzes detailedly opportunities and risks in thecurrent stock-market, concludes the necessity and immediacy of transformation of GFSecurities’ broking business and finally according to the analyses addressessuggestions, e.g. the Comprehensive Services Business Development, DiversifiedBusiness Development, and the Transformation of Marketing, for the plights of theGF Securities’ broking business.