A Research On The Brokerage Business Transformation Of The Stock Exchange In Underdeveloped Areas

Securities brokerage business has been the basic business of the securities industry in our country, having laid the foundation for the development of the industry development during the past20years. But the brokerage business has long relied on policy bonus, by providing a trading channel, the traditional profit model in terms of the Commission, with the traditional profit model of charging brokerage in transactions. With market scale increasingly bigger and bigger, investors’needs increasingly more diverse and more abundant, and regulatory policy and institution changing, the transaction channel as the scarcity of resources is increasingly more weakened. As result, simply relying on channel service to get earning cannot be adapted to the turn of current situation. Brokerage business must adapt to the market variations and development trends, to seek a new business model, so that business transformation would become a hot discussion in recent years.Securities business department has always been the main battlefield of brokerage business, and it plays an important role in the development process of the brokerage business. Brokerage business transformation is bound to set securities business department as an important carrier, especially for the stock exchange in economically underdeveloped areas. How to keep up with the market, appropriately choose change direction and method, becomes the focus of this paper.This paper adopts the method of case analysis, based on the retrospect of theoretical knowledge, such as service marketing, service profit chain, competitive strategy and customer segmentation, analyzes the domestic and foreign securities brokerage business development course and tendency, and deeply studies the transformation of underdeveloped area securities in less developed areas when setting the H securities company business department D as the research object. At last, it puts forward the brokerage business mode of underdeveloped-area stock exchanges.The direction of the transformation is from channel business to wealth management transformation, namely, from the product centric to customer centered service, to highlight the value and status of service, or from the previous main stock marketing to the simultaneous model of productive marketing and consulting. Besides, through the way of providing large, multi-level, multi-angle products and services, it creates value by emphasizing on customer experience, the pursuit of customer value. The path of transformation is "The accumulation of customers, the improvement of the structure, the enrichment of products, and the promoting of transaction". The method of transformation is stepping by stepping, setting the investment advisory business as the breakthrough point, centering on the main line of service and marketing, from the primary set-meal service gradually to the financial planning, so as to realize wealth management.