Research On Brokerage Business Transformation Of Securities Companies From The Perspective Of Internet Finance

The rapid rise of Internet finance provides a new opportunity for the brokerage business transformation of domestic securities companies.For example,the regulator made new adjustments to the requirements of on-site account opening for securities capital accounts and the approval conditions of the securities business department,so that the securities companies led by China Merchants securities,Huatai securities and CITIC securities quickly started online account opening.In the rapid development of information technology and the rapid encroachment of China's securities market in the face of foreign securities market,in the process of many securities companies in China and even the domestic securities industry once development scheme according to the transformation of the way to deal with stress,or seek your own brokerage business application way,however hard the effect is not good,especially in the area of investment advisory and asset management.From birth to present,China's securities industry has gone through ups and downs and become an industry with great influence on China's finance and economy.If securities companies are unable to control the transformation of their brokerage business in the context of continuous innovation in the industry,their profitability will face a deteriorating situation.Based on this,the paper with "Internet +" the coming of the age and the rapid consummation and development of the securities market as the thinking background,on the premise of domestic securities brokerage business innovation needs,choose to compare representative,in the "Internet +" mode,double parallel propulsion(online and offline)marketing service system,promote the transformation of large number of customers GF securities company as the analysis object,hope with the help of the brokerage business professional requirements,the analysis of existing problems to further explore the domestic securities companies should be how to promote the development of scale,diversification of brokerage business.In the process of analysis,the article from the Internet financial impact on securities brokerage marketing channels,the impact on the industry average commission rate,the Internet financial regulatory policy three aspects to determine the influence of the Internet financial background,the necessity of securities brokeragebusiness transformation,the introduction of case and after using the SWOT analysis,it is concluded that wide hair negotiable securities brokerage business development at present customer service system is not sound,lack of professional talents with the Internet technology,service,trading platform can't keep up with times development,mode of brokerage business failed to break through the inherent marketing.Based on this,this paper,after referring to the practice and experience of domestic and foreign securities companies in the development of network brokerage business,suggests that GF securities brokerage business transformation can try to improve the customer service system and enrich the types of brokerage business.Cultivate interdisciplinary talents with Internet technology;Establish a fully functional Internet marketing platform;Develop cooperation with network enterprises,break through the inherent marketing model;Provide differentiated services for new financial products;In this way,we can improve the comprehensive quality of employees,promote business innovation,implement new business management mode,improve management mechanism and develop products required by customers,so as to build a new marketing management mode.