Study On The Development Strategy Of Brokerage Business In Jilin Branch Of JZ Securities Company

In recent years,with the opening of the international market,the rapid development of the Internet industry,and the innovation of big data and other fintech,the brokerage business commission price war has gradually escalated.In such a competitive market environment,brokerage commission income in the securities industry in the middle of the total revenue gradually declining trend.However,as of 2018,the total revenue of brokerage business still ranks the second in the total revenue of the securities industry,indicating that brokerage business still occupies a dominant position in various businesses of securities companies.For this lucrative and relatively stable brokerage business,the major securities companies continue to focus on the brokerage business market share.At the same time,according to the data of total assets of the securities industry in 2018,the concentration ratio of assets of the top five securities companies has reached nearly 40%.Faced with the current situation of high concentration,it would be more difficult for small and medium-sized brokerage firms to generate brokerage income only by charging low commissions at the front end without market share.At first,this paper describes the current situation of brokerage business in Jilin Branch of Jiuzhou Securities and points out the problems and causes in the development of brokerage business.Then,through a comprehensive analysis of the macro environment of the brokerage business of Kyushu Securities,the situation of the brokerage business in the same industry,and the internal environment of The brokerage business of Jilin Branch of Kyushu Securities,the problems existing in the development process are analyzed,including: unreasonable target market positioning,insufficient human resource strategic guarantee;Traditional investment advisory model can not meet the needs of customers.Then use the relevant knowledge theory and the SWOT strategy analysis model of the framework and development strategic choice theory,put forward the suitable kyushu: the development strategy of the securities brokerage business of jilin branch should adhere to market penetration collocation of market development strategy as the main development pattern,using the Internet platform layout complete online wealth management business,with the help of financial technology wealth management services,implementation "+ commission charge" model transformation,by make up for their inferior brokerage limited business model.At the same time,in order to ensure the brokerage business development of Jilin Branch can be put into practice,according to the development strategy and the actual situation of Jilin Branch,the short-term goals and long-term goals are formulated.Short-term goals mainly focus on completing assessment goals,improving personnel professionalism,and achieving customer market segmentation,while long-term goals mainly focus on product innovation,improving service model,strengthening training system,and operating goals for the next five years.Finally,development strategy and kyushu securities management combining the actual situation of jilin branch,differentiated from the brokerage business marketing,adjust the brokerage business strategy,improve the broker professional work out the corresponding implementation plan,and based on the organizational structure,human resources,risk management mechanism,financial and other four dimensions of science and technology,jilin branch development strategy for the implementation of the necessary security measures are put forward.This paper hopes to make and implement the brokerage business strategy of Jilin Branch of Jiuzhou Securities,so that the branch can improve its organizational structure,personnel composition,business philosophy,risk control and other aspects,and help the branch to complete the development of brokerage business strategy,as well as the income to turn a profit.At the same time,it is also hoped that the research on brokerage business development strategy in this paper can provide reference significance for the strategic development of brokerage business of small and medium-sized securities companies..