Due to the development of the network, for example: Website production , online securities, online shopping and so on have emerged one after another. This chapter mainly introduces online securities. Compared with the current traditional over-the-counter entrusted transaction, self-service entrusted transaction, telephone entrusted transaction and other business modes, online securities has its own basic characteristics, which are as follows.
(1) Virtualization. Online trading is an invisible way of trading. It does not need a tangible trading place. Services can span the time and space constraints. Investors can use the communication network that extends in all directions by owning a computer, a modem, an ordinary telephone line, or a wireless terminal and installing corresponding trading software, All transactions and services are automatically conducted through WEB/CALL CENTER/WAP media, even without the help of the sales department or staff. Because of the popularity of the Internet. It is convenient for those investors who have the desire to invest but have no time or inconvenience to go to the securities business department for trading to invest, and investors are no longer affected by bad weather, thus expanding the area of potential customers. Investors can access the stock market through the Internet or wireless communication, and can place orders in real time no matter where they are at home or abroad. In particular, the application of WAP makes the securities e-commerce reflect the true meaning of the network era. Investors can not be limited by space and time, which greatly improves the freedom of investment choice. At the same time, online trading can expand indefinitely, as long as the hardware of the website is upgraded and maintained in a timely manner. The capacity of the website is almost unlimited, and the number of investors can expand without limit.
(2) Low cost. Due to the virtual nature of the service, there is no longer any requirement for the site and personnel of the original transactional work. In addition, technological progress has greatly improved the efficiency of information processing, effectively reducing the basic operating costs of securities companies. When the online transaction reaches a certain scale, the cost of completing securities transaction entrustment in this way is only one tenth of that of opening a securities business department. Moreover, for the model of online transactions, there is an increasing law of scale effect, and the increase of scale will lead to a further decline in the average cost. The reduction of operating costs of securities companies opens space for the reduction of online trading commissions. Once the commission ratio is liberalized, low commissions will become an important means to attract investors.
(3) Personalized service. In online securities trading, all comprehensive, professional and personalized services can be accurately customized according to the needs of each customer, and the service mode can also be active service or passive service. At present, the basic content of this personalized service mainly includes: comprehensive services of investment and financing, including transaction, transfer and other services; Analysis of international economy, securities sector, static and dynamic securities and other aspects; Daily domestic and foreign economic information, securities market, securities agency trading, investment consulting, auxiliary decision-making analysis of service objects, as well as foreign exchange, futures, options and other auxiliary services. Network has opened up a low-cost service channel for securities brokers; Making many professional services possible and providing in-depth service products is the development direction of securities brokers' future services.
