Research On The Transformation Of Brokerage Business Of Jinan Business Department Of Tianfeng Security Corporation

Transformation is a proposition that enterprises often encounter in the realization of medium and long-term development and a necessary means to break the development bottleneck.China's securities brokerage business has experienced more than 30 years of development,and has long been the main profit model of China's securities enterprises.In recent years,great changes have taken place in the industry.The securities brokerage business has entered the industry with low profit and fatigue.The business department in the front line of marketing urgently needs to carry out economic business transformation and create a new profit model.This paper studies the brokerage business transformation of Jinan Business Department of Tianfeng Security Corporation.The basic research idea of the thesis is to solve the problem with the framework of transformation theory,and use the feasibility study to analyze the research object and solve the business problems encountered by the research object.This thesis first introduces the basic situation of the brokerage business of Jinan business department of Tianfeng Security Corporation,then analyzes the transformation environment with the transformation theory framework,and then conducts the transformation reasons and feasibility research and analysis.Finally,through the SWOT analysis,the business department brokerage business transformation choice,and then the introduction of specific measures for transformation.The core content of the paper is the measures and guarantee measures of the brokerage business transformation of the sales department.In the whole research process,it mainly uses literature research and case analysis.After research,the paper puts forward the strategy of transformation of Jinan business department of Tianfeng Security Corporation.(1)Clarify the transformation objectives,key points and principles.The goal of transformation is defined as two levels: business performance level and business structure level.The focus of the transformation strategy is to improve the internal deficiencies of the business department,fully grasp the external opportunities with its own advantages,bring new growth points and profit points to the development of the business department,and promote the medium and long-term sustainable development of the business department.In the principle of transformation,we should adhere to the principles of homeopathy transformation,comprehensive reconstruction and risk control.(2)Vigorously develop bond business and investment advisory business.It should actively participate in the corporate bond market and the government bond market with the support of the company's headquarters,and accelerate the development of investment advisory business.(3)Migration of securities business to the Internet,improve the efficiency of Internet securities services,and improve the later stage services of Internet securities.4)Vigorously develop institutional customers.Improve the ability of serving enterprise customers,tap institutional customer resources,lay out industrial upgrading,focus on large enterprise customers,lay out emerging industries,focus on new enterprise customers.(5)Flexible setting of commission price.Obtain pricing autonomy from the company's headquarters,cater to the trend to reduce brokerage commission price,and implement agreement price for some institutional customers.(6)Improve the level of human resources.For investment banking talents such as investment consultants and bond talents that the business department lacks at present,the "total score co construction" method is adopted,and relevant talents are continuously added to the business department through internal training + external recruitment.(7)Optimize the organization,improve the securities customer management system,carry out risk control,introduce advanced financial technology,and ensure the implementation.