Research On Competitive Strategy Of Brokerage Business Of China Securities Company

Brokerage business is the largest portion of securities trader companies' revenue since it first appeared.The homogenization of brokerage business and the continuously reduction of commission rate are dilemmas exist in securities industry for recent years.How could CSC gain and sustain its competitive advantage under the circumstances that both market concentration and profitability are declining? In this essay,I selected a feasible competitive strategy for CSC's brokerage business,proposed the implementation scheme,evaluation and controlling of the implementing based on analyzing the external competitive environment and internal operating environment using strategic management theory and analyzing tools combined with literature research method,qualitative and quantitative analysis method.As what stated in the essay,a differentiation competitive strategy is optimum for CSC's brokerage business.The company should adjust its business structure,develop wealth management business,convert brokerage business into trading channel and wealth management model,form a high-quality investment advisory team,build marketing network,improve brand awareness,Innovate categories and enrich range of products,provides service packages and wealth management solutions to achieve wealth inflation-proofing and appreciation.Enhancing service depth,in accordance with customer demand and customer value segmentation,fixes on different levels of customer needs and values.Using financial technology to combine artificial intelligence with investment advisers to provide customers with a better experience.To ensure the successful implementation of the strategy,the essay proposed a number of safeguards,including optimizing organization structure,cultivating specialized talent,developing intelligent advisory system,strengthening compliance management,improving financial system,and increasing marketing efforts.Finally,I suggest using the Performance Evaluation Form and the Balanced Scorecard to rectify the deviation of strategy implementation in a timely manner,and evaluating the results of the strategy implementation.