Research On The Transformation Of G Company's Brokerage Business

The integration of Internet companies and traditional financial enterprises has reduced the living space for traditional business of securities firms.The development of Internet financial products such as Yu'ebao have broken the boundaries of traditional financial management.This trend has accelerated the transformation towards a customer-oriented business.Wealth management has become a new highlight of securities companies.In the fierce market competition,Huatai Securities took advantage of new technology which allowed opening a account online with low commission,and became the leader of the brokerage business in 2013.The huge amounts of customers is the prerequisite of wealth management.Eastmoney Securities,relying on a large number of customer bases of eastmoney.com,seized the opportunity to achieve “curve overtaking” and its rank increased significantly.And most brokers,such as G who has completely missed the opportunity,how to develop? In view of these,this paper select G company's brokerage business transformation as a case to study.This paper summarizes the mature model of foreign brokerage business transformation by using literature induction method.It is believed that Huatai Securities has successfully replicated the Schwab mode,and is a good example to study.This paper collects some financial statements,internal assessment data and similar brokerage data of G Company in recent years for analysis.The first chapter introduces the brokerage business,wealth management,financial intermediation theory as the theoretical basis of this paper.The second chapter introduces G company and analyzes the external environment.The income analysis of Company G is also showed in this chapter.The third chapter uses SWOT to clarify the strategic direction of transformation of wealth management,and clarify the strategic goal which relies on customers,products and platforms.The fourth chapter emphasize on building G company business ecosystem system,and forming a marketing closed loop.This paper mainly draws the following conclusions.Firstly,the transformation of the brokerage business of G Company is inevitable.Secondly,the transition to wealth management is the future direction of G company.Thirdly,Huatai Securities,based on natural customers,develops a wealth management system that is worth learning by G.Fourthly,G's future strategic goals are surrounding customers,products and platforms,which can build a business ecosystem.This article starts from the collection of public data and the interview material of similar brokers in the industry,to re-establish the strategy of G company.Later,this paper conduct research on customers,products and platforms to build an effective marketing closed cycle and business ecosystem based on internal synergies of the enterprise.These can be viewed as innovations in this article.I hope that the research can provide some reference for the transformation of small and medium-sized brokerages.At the same time,it can provide some advice for G company in its transformation of brokerage business,which could truly help G company.