Research On The Transformation Development Of Brokerage Business Of ZJ Securities Company Under The Background Of Internet Finance

China's securities market has been undergoing a process of reform and opening up,and has undergone a process from scratch to standardization and innovation.Its market size has gradually grown and become an important part of China's financial system and ecology.In the national economy,China's securities market plays a role in allocating resources,guiding investment and raising funds.However,in the context of the booming development of Internet finance,China's securities market is also facing issues such as uneven investment and wealth management types,continued decline in channel commission rates,and excessive competition in the industry,making traditional securities brokerage business models and services unable to adapt to current trends in economic development.Therefore,securities companies have to seek new development models.Facing the new transformation and development needs,various securities companies use Internet technology and Internet operation thinking to promote the healthy development and innovation of the securities industry.This article analyzes in detail how ZJ Securities' brokerage business seeks transformation and development in the context of Internet finance through relevant literature research,case analysis,and SWOT analysis.First of all,this article introduces the research background and significance of the thesis,domestic and international research reviews,and research ideas and methods through introduction.Secondly,it summarizes the related theoretical foundations of Internet finance and securities brokerage business,strategic transformation and analytical methods.Thirdly,discuss the development status of ZJ Securities' brokerage business under the background of Internet finance.Based on a study of the development of the brokerage business in China's securities industry and the status quo affected by Internet finance,this article describes the current brokerage business model and problems facing ZJ Securities,and analyzes its advantages,disadvantages,opportunities,and challenges in the Internet context.Then,from the aspects of business strategy positioning,brokerage business development goals and implementation paths,a comprehensive exploration of the transformation strategy was put forward,and the ZJ Securities company's brokerage business transformation plan was proposed in the context of Internet finance.Then,it puts forward safeguard measures in the process of strategic transformation.Finally,the research conclusions and follow-up research prospects are drawn.According to the principle of combining theory with practice,this article proposes to re-establish a business and service model suitable for the Internet era and realize an innovative development model of "Internet+Securities' Securities companies draw on the latest technological developments in Internet finance to build a new "Internet+" wealth management system,in order to open up online and offline resources,achieve integration and innovation,and provide customers with more competitive and distinctive financial services.Promote personnel transformation,business upgrading,and achieve leapfrog development.The analysis of this article is of practical significance to promote the effective transformation of ZJ Securities'brokerage business,and it can also be used as a reference for other similar securities companies.