Research On The Problems And Countermeasures Of The Transformation From Brokerage Business To Wealth Management Of H Securities Company

For a long time,the main profit model of China's securities brokerage business mainly relies on providing customers with access to trade.However,with the continuous improvement of China's capital market system and the change of the economic situation,the external environment and internal resources of securities brokerage business have undergone great changes.At the same time,the original brokerage business operation strategy has been unable to meet the current development needs of securities companies,which forces securities companies to start to explore new brokerage business operation strategy,in order to control and improve the situation of declining brokerage business income.H securities company is located in the southwest regional small and medium-sized listed securities company,the business scale of market share is low,the traditional big brokerage business income proportion and shrinking,and face the customer structure to be optimized at the same time,the system of the product construction is not perfect enough,the customer service system is relatively single,online problems such as insufficient degree of fusion.In this paper,through a large number of data collecting H securities companies and securities industry,and dig deep analysis,H securities brokerage business development present situation analysis,summarizes the problems existing in the current situation of the development of the brokerage business,combined with the company's customer questionnaires,interviews and other research methods,using the problem oriented way to find out the current transformation of brokerage business development direction and the transition path.In view of the customer structure and business structure of H Securities Company,the survival and development of the brokerage business of H Securities Company must give priority to retail customers and be customer-oriented.H Securities Company at the core of the securities brokerage business transformation is not to abandon the traditional brokerage business is given priority to with channel business but in don't slam the door,on the basis of the existing business model,from the old "channel" for the center of a single channel class service,to the "products" for the center with product sales service,to "take the customer demand as the center" to meet customer diversification of wealth management needs of comprehensive services,by offering customers covering the different life cycle stages and the different needs of comprehensive services,create new revenue opportunities,to make up for the rate of commission downward on the impact of brokerage business structure is continuously optimized process.In this paper,based on the summary of the review of relevant theories,using PEST analysis method from the policy,economy,society and technology analysis of four aspects,such as H securities brokerage business to the external macro environment facing the wealth management transformation,and through the SWOT analysis of H securities brokerage business to the wealth management transformation of analyzing the internal and external competition,transformation strategy combination selection Suggestions are put forward.By referring to the wealth management models of mature overseas markets,such as the United States and Japan,this paper puts forward the opportunities and directions for H Securities Company to transform its brokerage business to wealth management.Finally,combining with the actual situation of H Securities Company,this paper proposes countermeasures and safeguard measures for the transformation of brokerage business to wealth management.Based on the research of existing problems,this paper analyzes the transformation direction and path of current brokerage business development.H securities companies should build a one-stop online business platform,improving the product construction system,improve the customer segmentation system,perfect customer service system,many aspects,such as strengthening online linkage mechanism to solve H is common in the current situation of the development of the securities brokerage business problems,and to reduce the effects of H securities commission rate decline,further realize the brokerage business to the wealth management transformation.At the same time,the transformation also requires the guarantee of talents,systems,assessment and the enhancement of the company's brand value.This paper has certain practical significance for the survival and development of the brokerage business of H securities company,and also has reference value for the transformation of brokerage business of other securities companies in the industry.