A Research On Transformation For Brokerage Business Model Of Donghai Securities Company Limited

Securities brokerage business has always been the main business of security companies.It is also the main source of income for the synthetical securities companies,and creates a generous profits for security companies.However,with the rapid development of Internet finance,the commission war is becoming increasingly fierce,almost heading straight to the zero commission.So the traditional securities brokerage business's the profit model which relies on the channel transaction fee has been unsustainable.Only if securities brokerage business of security companies carry on transformation and upgrading,carrying out business innovation and widening the channel of the income,securities brokerage business can get a long-tern development.Under this background,this paper takes securities brokerage business of Donghai Securities Company Limited as the research object,and objectively analyzes the rise of the present Internet finance,the development trend of financial mixed operations and the influence on the present model of the securities brokerage business brought by the investor's growing wealth management demand.Combining with the macro environment,industry environment and internal environment faced by Donghai Securities Company Limited,this paper also finds the opportunity,threat,strength and weakness of development with SWOT mode.Then,according to the strategic development plan and the business plan of the brokerage business department of Donghai Securities Company Limited,the work draws lessons from the successful experience of foreign securities companies and banking and finance industry,establishing the transforming strategy of Donghai Securities Company Limited brokerage business model from marketing,financial service and operations management respectively,designing the implementation steps of the transforming strategy of Donghai Securities Company Limited brokerage business model.At the same time,in order to guarantee the successful implementation of the above strategies,this paper puts forward the supporting measures from organization,personnel,internal control and cultural construction.Finally,the profitability from assessing the implementation of brokerage business transformation model will be promoted,the business efficiency will be increased,and the internal control will be strengthened.The research results show that securities brokerage business of Donghai Securities Company Limited is facing the increasing pressure brought by the same industry competition and the strong impact of new entrants,such as the Internet securities,foreign securities firms,and the mixed management trend,but based on the balanced development of the business and the vast customer accumulation,Donghai Securities Company Limited should fully grasp the historical opportunity to meet the challenge.Through the overall transformation and upgrading of the brokerage business,Donghai Securities Company Limited is expected to enhance the core competition ability and further improve the market share,with a purpose of occupying a place in securities industry in China and even the whole world.