Research On The Transformation Of Brokerage Business Of Securities Companies Under The Background Of Internet Finance

With the continuous progress of the society,science and technology force more and more attention by the public.As a traditional industry,financial enterprises have introduced Internet technology to improve and optimize the original enterprise operation management system.The accelerated process of internet-based financial products has effectively promoted the informatization level of financial institutions and enterprises and the degree of internet-based products and services,including P2 P lending,third-party payment,virtual currency and many other financial products,their business forms will be further innovated and upgraded.As the core participants of the financial market,securities firms have gradually formed their own development mode in the process of Internet informatization construction,that is,the generation of Internet finance mode.The traditional operation mode has gradually been unable to adapt to the normal operation of securities companies,and the business transformation has become the inevitable choice for the market-oriented operation of securities companies.As a securities company,in combination with the current financial market environment,it actively introduces Internet technology to transform and upgrade its traditional business,so as to promote the management transformation of its main business.As a traditional business in the securities industry,brokerage plays an important role,and the success of its transformation is directly related to the sustainable development of the securities industry.At present,most of the brokers still use the crowd tactics and price war business model,with the advantage of reduced commission rates to attract customers.As a result,the traditional brokerage business is in a highly homogeneous state,which seriously hinders the company from becoming bigger and stronger.Therefore,we should promote the transformation from brokerage business to wealth management business,form a new profit growth point,and promote the optimization of the company’s revenue structure.Therefore,we must take the transformation of brokerage business as the breakthrough of the development of securities industry and companies,and promote the innovative development of securities companies.Based on this,this paper takes guotai junan securities as an example,introduces the development status of guotai junan securities brokerage business,and deeply analyzes the existing problems of guotai junan.Then on the basis of drawing lessons from the achievements and experience of domestic and foreign high-quality securities companies,this paper puts forward the countermeasures to promote the transformation of guotai junan securities brokerage business.It aims to provide more referential Suggestions for the transformation and development of the securities industry and promote the healthy and orderly development of the whole securities industry.Based on the actual situation of guotai junan securities company,this paper is divided into six chapters.The second chapter expounds the general situation of Internet finance,briefly introduces the concept,characteristics and future development trend of Internet finance,and focuses on the impact of Internet finance on brokerage business.The third chapter introduces the development of guotai junan’s securities brokerage business,and discusses the necessity of the transformation of securities brokerage business from the perspective of the actual situation of the securities company.The fourth chapter combines domestic and foreign cases,absorb and learn from the experience and practice of domestic and foreign securities companies in developing network brokerage business;Chapter five,based on the future development trend of Internet finance and the existing problems in the development of guotai junan securities brokerage business,the author puts forward a series of feasible Suggestions,in order to promote the healthy development of guotai junan securities,and provide referential countermeasures for the future development of the securities company;Chapter six is the summary and prospect.Through the above targeted analysis and discussion,we will take the opportunity of developing the comprehensive wealth management of securities companies to effectively implement the transformation of brokerage business into a breakthrough for the development of companies,and promote the upgrading and development of securities companies and even the entire securities industry.