The reason why online securities trading has such an attractive prospect is that it has its own basic characteristics compared with the current trading methods such as counter entrusted trading, self-service entrusted trading and telephone entrusted trading. These characteristics are as follows.
1、 Virtuality
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 with only one computer, one modem, one ordinary telephone line, or a wireless terminal installed with corresponding trading software, All transactions and services are automatically conducted through WFB/Call Center/WAP media, even without the help of the sales department or staff. Due to the popularity of the Internet, it is convenient for those investors who have an investment desire 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, so that the area of potential customers has been expanded. Investors can see the stock market through the Internet or wireless communication anywhere at home and abroad, and can place orders immediately. In particular, the application of WAI has made the securities e-commerce reflect the true meaning of the Internet era, and investors can be free from space and time constraints, greatly improving the freedom of investment choice. At the same time, online trading can expand indefinitely. As long as the website hardware 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 online trading reaches a certain scale, the cost of completing securities trading entrustment in this way is only one tenth of the cost of opening a securities business department, and there is a rule of increasing scale effect for online trading mode
The increase of the scale will lead to the further decrease of 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 precisely 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. The network has opened up a low-cost service channel for securities brokers, making many professional services possible. Providing in-depth service products is the development direction of securities brokers' future services.
4、 Information advantages
In the securities market, information is very important, especially for the timeliness and accuracy of information. A few days ago, due to the limitations of research results in terms of dissemination channels and costs, the research and consultation of customers is divided into two levels. One level is the service to institutions and large investors, mainly providing industry research reports and individual stock analysis reports; The other level is the service for retail investors, which is basically based on stock reviews. In fact, this leads to information inequality, which puts retail investors at a disadvantage in the competition. Securities companies can deliver almost unlimited information to all customers in a very short time by publishing information online and sending information via e-mail. adopt Website Design With the database set up, customers can conveniently query all information about macro brokerage, securities market, sectors, individual stocks and other information at any time, and master comprehensive background information. This is unmatched by other trading methods. In addition, using the Internet to provide investors with rich information resources and thoughtful information services can also shorten the time for investors to obtain information, thus improving the effectiveness of decision-making. Online trading improves the symmetry of securities information as a whole, so that everyone can have their own "big room", which conforms to the increasing requirements of investors for service content and quality. 