The Research On Competitive Strategy For Brokerage Business Of F Securities Company

After years of healthy and stable development,China’s multi-level capital market is gradually developing and improving,and securities companies,as important participants in the market,are facing greater opportunities and challenges.After years of development and competition,the brokerage business transaction commission rate of securities companies has seriously declined,and today’s average level is less than one-tenth of that of the end of the 20th century,and the homogenization of services is serious,and the liberalization of the "one person,more than one account" policy has given greater liquidity to customer resources.Restrictions on the issuance of securities companies’ licenses have gradually been relaxed,and competition between state-owned securities companies,non-state-owned securities companies and foreign-funded securities companies is fierce.At the same time,the advent of the Internet era has also greatly changed the mode of business development,customer service and operation.Securities companies must find breakthroughs in the current new complex environment,seize opportunities,and build and enhance their core competitiveness in order to gain a dominant position in the fierce market competition.F Securities Company is a securities company with Internet background,this paper takes F Securities Company as the research object,through literature and theoretical research,combined with questionnaire survey method,the competition strategy of F Securities Company’s brokerage business is analyzed and studied.By using the PEST analysis and the five forces model,the external environment of F Securities Company’s brokerage business was evaluated and summarized,and the elements of the external environment were summarized and summarized in combination with the questionnaire and EFE matrix,and the opportunities in the external environment of F Securities Company were mainly improved laws and regulations,increasing investment varieties,national economic growth,increased residents’ income and investment demand,and rapid development of Internet technology;At the same time,there are still certain threats in the external environment,such as the difficulty of head brokers to compete,the serious homogenization of industry services,the transparency of fee prices,the crowding out of the market by outsiders and the large number of potential competitors.Through the introduction of the basic situation of F Securities Company,and then its internal resources and capabilities are excavated and summarized,and then the ABOVE content is combined with the questionnaire results,and the IFE matrix is listed for analysis.The internal advantages and disadvantages of the brokerage business of F Securities Company have been obtained,including wide coverage of outlets,sufficient financial resources and complete licenses,strong innovation ability of talent team,wide channels for obtaining customers,strong information technology development ability,and high operational efficiency,while the disadvantages are weak high-net-worth development and maintenance ability,weak investment and research ability,no strong products,insufficient customer service refinement,and internal resources.Use the SWOT analysis tool to summarize the above elements and match and analyze the pros and cons of cost leadership strategy,centralization strategy,and differentiation strategy one by one.In the end,the differentiation strategy with significantly prominent favorable factors was selected as the competitive strategy of F Securities Company’s brokerage business.After selecting the differentiated competition strategy,the implementation measures were formulated from the three aspects of marketing differentiation,product differentiation and service differentiation.According to the implementation measures,safeguard measures have been formulated from the four aspects of corporate culture,human resources,technology research and development,and compliance and risk control to ensure the effective implementation and landing of the differentiated strategy.