Research On The Transformation Of Brokerage Business Of SK Securities Company

From the measures of closing the city at the beginning of the outbreak of the new crown epidemic to the current real-time zoning control,China’s economy and people’s livelihood have been affected to varying degrees,especially offline consumption and import and export trade.At the same time,developed countries such as the United States and Western Europe have also been affected to varying degrees.With the gradual normalization of the epidemic,the slow recovery of the whole economic situation and the recurrence of the epidemic,especially the commission price war and serious product homogeneity,have brought a certain impact on the development of brokerage business of securities companies,and the income of brokerage business accounts for more than 30% of the total income of securities companies,which is an important basic business of securities companies.Therefore,securities companies should improve their business development in a timely manner in the changing market environment to meet the opportunities and challenges brought by the epidemic to the securities industry in order to better adjust the overall development of enterprises.According to the Guiding Opinions on Digital Transformation of Banking and Insurance Industry issued by Banking and Insurance Supervision Office in 2022,in order to thoroughly implement the decision-making arrangements of the CPC Central Committee,accelerate the construction of digital economy,comprehensively promote the digital transformation of financial industry,promote the high-quality development of finance,and better serve the real economy and meet the needs of the people.Li Chao,vice chairman of China Securities Regulatory Commission,said at the annual meeting of 2022 Financial Street Forum that at present,the development of digital economy has become a national strategy,and the new digital model with data and technology as elements has increasingly become an important driving force to promote high-quality economic development.Under this background,the author first starts from his many years’ experience,and studies the brokerage business process to improve the level of business development and realize the value of individuals in the enterprise.Through the analysis of the internal and external environment of SK Securities Company,this paper finds out the shortcomings and threats of SK Securities Company,and explores the path of brokerage business transformation and puts forward corresponding.In this paper,firstly,the macro-economic environment during the epidemic period was analyzed by literature analysis,the general tone of coexistence of risks and opportunities during the epidemic period was determined,and related concepts were defined.Focusing on the two key words of brokerage business and business transformation,the internal and external environment of SK Securities Company was analyzed by PEST and Five Forces,and the transformation direction of brokerage business was determined by modern portfolio theory and customer relationship theory.Brokerage business is an important source of income for securities companies.Through the analysis of the internal and external environment of SK Securities Company,it is found that SK Securities Company has a single customer development channel,insufficient personalization in product provision,and serious product homogeneity,and there is still room for improvement in information technology investment.Through the above research and analysis,this paper puts forward the path of the brokerage business transformation of SK Securities Company,namely: changing the single customer channel development to the internet channel development and optimizing the existing model;By changing the supply mode of products,from product supply to customer demand,the performance of products is flexible;Change from artificial service mode to intelligent service mode,and improve the efficiency and function of customer service with the help of the development of financial technology.