Research On The Development Strategy Of Light Sales Department Essence Securities In Heyuan Area

China’s securities market after nearly30years of continuous development, thesupervision system and business guidelines has been in constant change andperfect stage, especially the development and changes in recent years has been themost obvious. And since the establishment conditions of the securities salesdepartment continue to change, there were more than6,000, securities salesdepartments at of the end of2013, most of which were light sales department afterthe Commission published Provisions on further regulating the securities businessoutlets in2008. At the same time, the great changes happened to the securitiesindustry since the potential competitor’s entry, like banks, trusts, information andnetwork technology companies and new ways of conducting business. Brokeragelicense release, The establishment of network broker, Raise the cost of financing ofsecurities companies, IPO issued registration system, The expansion of the small andmedium-sized enterprises share transfer system About future securitiesindustry pattern. The securities sales department, as a core business sector, has alsoencountered unprecedented challenges In this environment.This paper focuses on sales department’s development strategies of EssenceSecurities in Heyuan and analyzes the background of the current situation of thesecurities industry, enterprise’s development strategies; Then, the paper analyzesinternal and external environment to build SWOT analysis model; Third, accordingto the SWOT analysis of the regional development of the business department andimplement strategies, make suggestions to Heyuan securities sales department, suchas seizing the favorable opportunity of development, strengthening light salesdepartment functions; to stabilizing income products, widening financial customers;effectively increasing the department income by starting The transfer of sharesof small and medium-sized enterprises system business, and other regionaldevelopment strategies to guide practice and promote the development. I hope thisresearch can be helpful for the development of the sales department also have animportant reference for the other department in a similar situation in the region.