GA Securities Branch's Brokerage Business Competitiveness Improvement Strategy Research

In the securities market of our country, with the rapid growth of the number of securities business department, and online account opening, in securities brokerage business, the homogenization of competition continues to increase,the traditional profit model has been unable to adapt to the current market environment and industry development trend, in order to survive and develop, each securities company must look for new profit growth point, through the implementation of various strategies to enhance the competitiveness of the brokerage business.This paper discusses the evaluating indicator of the competitiveness of securities companies,from the perspective of the theory and literature of the competitiveness of enterprises. Through the researchon the development situation of GA securities branch brokerage business,discussing the competitive strategy of the policy system, economic development, social environment, technological innovation,comparing situations of GA securities branch and other local securities companies in the brokerage business,summarizes some advantages and disadvantages of the GA securities branch in the face of fierce market competition, include some issues like differentiated service is not obvious,weak investment research capabilities,internet financial layout is not accurate positioning, personnel quality is not high, the incentive system is not perfect.Then around these issues to study competitive strategy research, combined with the theory of innovation in brokerage business, according to the characteristics of GA Securities branch then proposed some strategies on the GA securities branch brokerage businesscompetitiveness.To ensure the implementation of the strategy finally, the paper puts forward:risk control,innovative human resource management,improve customer relationship management,cultivation and innovation of enterprise culture.