| Traditional securities business departments have problems such as rely on channel services, service homogeneity serious, lack of the real core competitiveness. Because the commission rate decline, trading volume decline, high quality customer churn, and other sales brokerage business income also causes a substantial decline. The securities industry into the innovation and development in the new period at2012, under the background of deregulation, strengthen supervision,like "margin trading",","Agreed to repurchase the Securities and Exchange ","asset securitization" came into being, business, innovation, service innovation and the national small and medium-sized enterprise stock transfer system was built, the property rights trading center set up before marks China’s construction of a multi-level capital market construction entered an important stage of development to the securities company sales business development bring important development opportunities. How to innovate and develop the securities in the new time, breakthrough the red sea competition, and explore service transformation strategy that suitable for the actual status of the sales department, realize the transformation from channel brokerage business to the "product+service" of a comprehensive financial service, from the investment advisory services to investment advisers, wealth management service transformation, from priority to individual customers of enterprises institutions to provide investment and financing service transformation, to cultivate the long-term development of the sales department must have the core competitiveness. So the securities business department in the innovation and development in the new period of transformation strategy for industry development has the guiding significance, promote the service level of securities companies, and enhance the core competition of the securities firm has important and realistic significance.This research report, as a guide of customer service system, securities business department development strategy theories, is based on the X securities’M business department strategic transformation process to analyze the "sharp sword plan" and develop agencies customer’s service specific difficulties encountered in the transformation process transformation strategy formulation and implementation harvesting and other aspects of experience. Through analysis of the problem of the securities business department competition plight. development opportunities, transition strategies and restructuring practice, we try to find a securities business department to achieve service transformation model, find the direction of future development of the securities business department, and at last boot securities business department in a broader "Blue Ocean" to form an insurmountable competitive advantage, combining with the securities industry innovation and development of new trends and exploring the securities business department’s business model transformation.This research report is composed of six chapters:The first chapter is the research background, research significance, research ideas and research methods.The second chapter is building the foundation of sales department transition theory for the customer service system and the study of the theory of the development strategy of the securities business department.The third chapter is the analysis for securities business department of competition and development opportunity.The fourth chapter:M branch transformation practices business departments to implement "plan will issue the sword", build the basis of the interest of wealth management service system.The fifth chapter:M branch transformation practice2-M branch development agency business into the new blue ocean.The sixth chapter:summarizing the securities business department transition modes, and discussing the transformation of the problems and solution.Major contributions:1). According to the study of the competitive difficulties of the securities sales department nowadays, and do a further research on the main strategic thought of the securities business department in its transition period:the key is to realize the thorough transformation of the "product+services" through the sales organization structure, business structure, service system, talent cultivation, etc, and to set up the investment and financing service system which based on a comprehensive wealth management. The report attempts to summarize the whole process how M sales achieved service transformation through sword plans, put forward the basic strategic thinking of business transformation, it is also useful for other business department of the industry.2). The construction of the national multi-level capital market has great significance for business development, and the development of the securities business institutions is compete new breakthrough. This report will analyzes the type of the agency business in the sales department, business development ideas and the concrete implementation plan of institutions, put forward development ideas such as "development agency business is the main way of service transformation","development agency business should have the courage to innovation and good at innovation, no innovation, no future","adjust measures to local conditions to seek breakthroughs is the key stage of business development agency business"The innovation of this report:1). The theme has a strong practical significance and big referential significance to transform the securities business department. Currently increasing competition within the securities industry, serious product homogeneity and basically the same business model made the securities business basically reach a consensus on service transformation in the innovation and development period, but how to transform, to raise the securities business development and how to cultivate the core competitiveness is a debating topic. The successful transformation of M branch of X securities business shows a good idea on the transformation.2. A solid theory foundation. This study has put forward some constructive suggestions based on the customer relationship management, wealth management and multi-level capital market and financial enterprise strategy theory, and combining the actual of the sales department management.3. Attaches great importance to the practice, combining theory and practice. This report has summarized experiences, based on business transformation through analyzing the specific problems in the practical work, seeking feasible in theory under the guidance of systematic solution. |
PDF Full Text Request