Transformation Of Galaxy Securities’ Brokerage Business And Its Countermeasure In Development

As an important component of China’s financial industry, since the early1990s, with the establishment of Shenzhen and Shanghai stock exchange, China’s securities industry began a rapid development. As one of the securities business, both experience in mature securities market in developed countries and nearly20years’ development in China have showed a bonanza for profits. However, on the other hand, being tempted by the huge interest, and with rapid growth of a large number of local securities companies, as an important financial service, development of securities brokerage business has showed more severe homogeneity phenomenon.It should be said that the future would still be full of hope, but the transformation remain winding, even might be very difficult. In this paper, under the background of China’s macro economy and industrial development environment, we mainly study the actual situation and development of the Galaxy Securities brokerage business. Especially discusses the prominent problems of the Galaxy Securities brokerage business in the process of transformation and its countermeasures. The findings show that poor execution of company’s overall develop strategy leads to non-effective and untimely adjustment in fierce living environment. Particularly prominent problem is that income of the Galaxy Securities brokerage is still largely dependent on the most competitive brokerage business.By focusing on advantages and disadvantages of internal and external environment which the Galaxy Securities faced in this development of brokerage business, our study points out that transformation of its brokerage business at least needs major breakthrough in five aspects:first, build a integrated service mode with customer as the center. This not only needs the company to keep good service for existing customers as the basis, but also needs the company to expanding and accumulating new customer resources, attaching even great importance to clients of high net worth, which including institutional customers and corporate clients. Secondly, consolidating traditional advantage in retail, and building a comprehensive marketing platform. It is necessary for the Company to build a comprehensive sales service system for retail customers, accompanied with building of "grand bargain" business modules for retail customers. Thirdly, trying to set up high-end customer line, and providing wealth management services to high net worth clients. For this purpose, taking full advantage of being the biggest securities brokerage nationwide is needed. Besides, using a wide range of customer resources and channel advantages, to build up a high-end customers line for high net-worth customs is also needed.Fourthly, expanding and cultivating institutional clients, improving the capacity of professional services. For this purpose, we should further improving trading ability for inst itutional clients. Fifthly, we should strive to serve the real economy, provide compre-hensive solutions for enterprise customers in investment and financing. For the goal of improving industrial penetration and keeping equity financing business back into the first-class again, the company should strength internal reform, strength the team construction, and improve the ability of research, pricing and sales.