Research On The Competitive Strategy Of Brokerage Business Of China Z Securities Company

With the reform and opening up,China's securities market has been rapid development.Since 2010,the scope of business of securities companies has been expanding.With the continuous improvement and development of the securities market supervision system and the Internet financial field,the traditional securities brokerage business model also faces new and great challenges.Therefore,how to accurately grasp the policy and the changes in the market situation,the internal situation of the company and the external environment for an objective analysis,and effectively develop the company's brokerage business competition strategy is the focus of this paper.This article focuses on the securities company's brokerage business competition strategy,the research goal is China Z securities company.Brokerage is an important source of income for each securities company and a high share of its total revenue.At the same time,the securities brokerage business also has its important characteristics-it is subject to the securities market active degree of significant constraints,which has a strong volatility.This paper will judge the current opportunities and threats of the securities industry and the advantages and disadvantages of China Z Securities Company through the investigation of the external environment of China's securities industry brokerage business and the internal situation of China Z Securities Company.This paper will identify the competitive strategy of the company through qualitative and quantitative methods of strategic analysis.On the whole,China Z Securities Company is facing the threat factor greater than the opportunity factor,the advantage factor is bigger than the disadvantage factor,therefore should choose the diversification strategy as the leading strategy;and the business transformation and promotion,enhances the investment adviser ability,enhances the information technology application ability as The main alternative strategy.In addition,combined with their own situation,the company should also choose the differentiation strategy as a major general competitive strategy,and within a certain range of implementation of the strategy.Finally,this paper will give a series of suggestions for the implementation of China Z securities company's competitive strategy and safeguard measures.This kind of implementation measures mainly focus on business innovation,marketing system,human resources,customer service and so on.Such security measures mainly focus on human resources,organizational structure,management mode,information technology system and so on.