Study On The Innovation Of Investment Adviser System Of Donghai Securities

At present, China’s capital market development background lies in the complicated and volatile international situation and the financial restructuring that China’s economy is facing. In the rapidly changing market environment, securities firms are confronted with a variety of challenges as well as opportunities.When innovation is emerging in business type, service modes and profitability means of large-sized brokerages, and a new financial model with E-commerce as the representative is headed in landing, the SMEs with Donghai Securities as the bellwether are confronted with enormous challenges. It is well known that the whole traditional brokerage business is undergoing unprecedented challenge. Innovation in models and institutions has been appearing since2009, and the core of brokerage business innovation lies in exploring the development of investment advisers. Under the current circumstance, how to make the way that mid-sized brokerages like Donghai Securities would take to adapt to the environment and exploit a development plan for its investment adviser has been placed in front of the management.As for the development direction of investment advisers, its connotation not only lies in the career planning of an individual, but in a comprehensive service marketing system of brokerage business, which will be a complete system catering to the current background and clients’ needs, used as the core strength to push the brokerage business and even the overall business forward.Due to the intense competition in the market, the traditional brokerage business of brokers encounters unprecedented shock. Most brokers are aware of the fact that the aim of the transformation of the traditional brokerage business is to seek bargaining power, added value, pricing power, and its core solution lies in innovation of investment advisory operation mode. In the future, the competition will be the service and brand competition, while the core competitiveness of the securities companies lies in the professionalism and the service mode. The quality of services will determine the value of the company.Now, many brokers already have a prototype of their customer service system. From the foreground service to the background technical support, each broker is gradually establishing an efficient customer service platform that allows investment advisers to provide clients with comprehensive personalized service. On one hand, business analysts and customer service staff work together. On the other hand, the headquarters are also supportive. Analyst team provides stock grading and classification, market research and customer research. Investment advisers recommend products and services according to their investment preferences and risk tolerance. Other work will be done by the investment adviser, the system automatically.As to Donghai Securities investment adviser system, its nature is a financial marketing services terminal for clients and potential clients. From the point of view of marketing, services marketing is based on the theory of marketing. Marketing focuses on basic services, service products and the level of services industry, while the financial services marketing pays attention to the marketing problem with financial services as a service industry. In order to study the development direction of the company’s investment advisers, we need to start from its nature. Specifically, we should pay attention to the status quo and development direction of the following six areas:the features of the financial industry and the market environment of financial services; customers of financial services; customer relations in finance companies and its management; service marketing aimed at business customers; service marketing aimed at personal customers; and basic laws and rules of marketing services.This paper focuses on the six points. Firstly, it starts from the current financial environment and analyze its status quo and changes. Secondly, it pays attention to the features of domestic financial sector and experience in the history of foreign financial markets. Finally, it analyzes the advantages and disadvantages of Donghai Securities and then make appropriate development strategies according to the current customers’ needs. The study methods used in the exploration of this subject include:literature study:reading the relevant literature and analyzing the relevant theories, focusing on foreign advanced models and domestic precious experience from excellent brokers; theoretical logic analysis:proposing questions and strategies for the current model through detailed study of the brokerage and the market; and empirical analysis:researching the management model of Donghai Securities investment advisory, analyzing the features and existing problems of brokerage of Donghai Securities, and proposing the idea of the company’s investment advisory service system.