Research On The Transformation Of Century Securities's Brokerage Business In The Context Of Internet Finance

With the increasingly developed Internet technology,people's lives have changed dramatically.The popularization of Internet financial policy provides a broader platform for the development of Internet technology.With the promotion of 5g application,people rely more and more on the Internet.In the context of this trend,no matter for the traditional securities companies or social business models,the future development must be related to the development of the Internet.Based on this environment,in order to realize the orderly development of the securities industry and the reasonable realization of its own specialized and differentiated services,in the process of practical exploration,securities companies should attach importance to the role of the innovative model "Internet + securities".At present,for most securities companies,brokerage business is still the main source of economic income at present,occupying the main position in business income.In the process of upgrading the company's transformation,we should first complete the optimization of brokerage business,so as to drive the development of other innovative businesses,and in the process of active exploration,realize the long-term development of enterprises.This paper takes Century Securities as an example to study the transformation and development of its brokerage business.The first chapter of this paper is the introduction,starting from the research background and significance and the research status at home and abroad.The research significance of this paper is to analyze the optimization scheme of the Century Securities to create profit growth points for the Century Securities,improve the endogenous power of sustainable development,and lay a solid foundation.The second chapter discusses the Internet finance,studies the impact of Internet Finance on securities business,expounds the current development status and characteristics of China's securities industry,analyzes the impact of Internet Finance on China's securities industry,and lays a theoretical foundation for the follow-up in-depth analysis of specific issues.The third chapter is mainly about the current development situation and existing problems of Century Securities.Starting from the current situation of each business mode and operating expenditure and income of Century Securities,it analyzes the existing problems in the Century Securities,and puts forward the necessity of the transformation of Century Securities.The fourth chapter,based on the analysis of Century Securities,through the analysis of its internal and external strategic environment,and with the help of SWOT analysis model,makes a comprehensive and systematic analysis of the current operating environment of Century Securities.At the same time,it draws lessons from the successful operation mode of foreign securities companies,and analyzes the strategic direction of century securities Internet brokerage business transformation: specialization,differentiation,market integration.According to the three strategic policies,eight strategic implementation plans have been formulated according to the strategic direction,namely,strengthening the network information technology and improving the supervision ability;cultivating the Internet professional brokerage talents;building an all-around online platform to improve the differentiated service quality;creating a new Internet financial product;deeply mining the potential customer resources of the Internet;increasing the R & D investment;increasing Strengthen capital strength;accelerate the transformation of investment banking business.In chapter five,combined with the strategic direction and the strategic implementation plan,the supporting measures for the transformation of securities brokerage business in the three centuries are proposed,which are: the planning,innovation,integration and construction of the securities Internet platform in the century;the strengthening of the Internet financial operation mode and construction platform of the company;the supporting measures for the transformation of the securities brokerage business in the century under the background of Internet finance;in-depth exploration and promotion of business model.The sixth chapter is the conclusion and deficiency of this paper.Through analysis,this paper holds that Century Securities,as a small and medium-sized securities firm with an old license plate in China,should quickly adapt to the changes of the times,actively seize the opportunities of policy reform,and transform the traditional brokerage business.However,there are many deficiencies in this paper.Because the brokerage business of securities companies involves many contents,its transformation has been over The process is relatively slow,and the content of the Internet economic model itself is extremely complex.Therefore,in the process of writing,there are certain limitations in the research of relevant supporting measures for the Century Securities,which is also the focus and direction of my future work.