日益发达的互联网科技使人们的生活发生了翻天覆地的变化，互联网金融政 策的普及又为互联网技术的发展提供了更宽广的平台，随着5G应用的推广，人们 对互联网的依赖度越来越强。在这种大趋势的背景下，互联网与金融公司的融合， 是顺应时代的发展趋势，有效的联合，可以让证券公司实现市场份额的拓张。证 券行业在近几年内，传统的经纪业务收入已经呈现出边际递减的趋势，证券公司 借助互联网，实现传统业务的转型升级，用技术创新驱动业务创新和管理创新， 从而为证券行业的发展打下坚实基础。 本文以世纪证券有限责任公司为例，研究其经纪业务转型发展之路。本文第 一章的为绪论，分别从研究背景及意义、国内外研究现状出发，本文的研究意义 是分析出世纪证券转型的优化方案为世纪证券创造盈利增长点，提高可持续发展 的内生动力，打下坚实基础。第二章对互联网金融进行了论述，研究互联网金融 对证券业务的影响，阐述了目前我国证券行业的发展现状及发展特点，分析出互 联网金融对我国证券行业的影响，为后续针对具体问题的深入分析奠定理论基础。 第三章主要是世纪证券当前的发展现状以及存在的问题，从世纪证券的各个业务 模式和营业支出和收入的现状出发，由此分析出世纪证券经营中所存在的问题， 提出世纪证券经纪业务转型的必要性。第四章结合证券行业的整体情况以及世纪 证券的发展现状，同时通过SWOT模型分析，对世纪证券目前所处的经营环境进行 全面、系统的梳理，同时借鉴国外成功的券商经营模式，分析得出世纪证券互联 网经纪业务转型的战略方向专业化、差异化、市场集中化三个战略方针，根据战 略方向制定了八个战略实施方案，分别是加强网络信息技术，提高监管能力；培 养互联网化的专业经纪人才；搭建全能型的线上平台，提高差异化服务质量；打 造新型互联网金融产品；深入挖掘互联网的潜在客户资源；加大研发投入；增强 资本实力；加快投行业务转型。第五章结合战略方向及战略实施方案，提出了三 个世纪证券经纪业务转型的配套措施，分别是：世纪证券互联网平台的规划、创 新、整合和建设；加强公司互联网金融运营模式与建设平台；以及互联网金融背 景下世纪证券经纪业务转型的配套措施；深入探索和推进O2O业务模式。第六章 为本文的结论与存在的不足的地方，本文经分析认为世纪证券作为国内一家老牌 照中小型券商，应当迅速适应时代变革，积极抓住政策改革机遇，转型传统经纪 业务，但是同时本文也存在许多不足的地方，因为世纪证券并非上市公司，相关 的数据采集只能通过财报进行获取，并且由于证券公司的经纪业务涉及内容较多， 其转型的过程较为缓慢，而且互联网经济模式本身内容就极为复杂，故而在撰写 II 的过程中，无论是数据的收集以及相关的建议，可能都存在一定的局限性，这也 是本人在今后的工作中，将通过更多的理论和实际相结合，研究的重点方向，希 望通过自己的研究，可以为同类型的中小型老牌券商实现业务转型提供借鉴模式。 关键词：世纪证券；经纪业务转型；互联网金融； III Abstract With the increasingly developed Internet technology, people’s lives have changed dramatically. The popularization of Internet financial policy provides a broader platform for the development of Internet technology. With the promotion of 5g application, people rely more and more on the Internet. In the context of this trend, no matter for the traditional securities companies or social business models, the future development must be related to the development of the Internet. Based on this environment, in order to realize the orderly development of the securities industry and the reasonable realization of its own specialized and differentiated services, in the process of practical exploration, securities companies should attach importance to the role of the innovative model "Internet + securities". At present, for most securities companies, brokerage business is still the main source of economic income at present, occupying the main position in business income. In the process of upgrading the company’s transformation, we should first complete the optimization of brokerage business, so as to drive the development of other innovative businesses, and in the process of active exploration, realize the long-term development of enterprises. This paper takes Century Securities as an example to study the transformation and development of its brokerage business. The first chapter of this paper is the introduction, starting from the research background and significance and the research status at home and abroad. The research significance of this paper is to analyze the optimization scheme of the Century Securities to create profit growth points for the Century Securities, improve the endogenous power of sustainable development, and lay a solid foundation. The second chapter discusses the Internet finance, studies the impact of Internet Finance on securities business, expounds the current development status and characteristics of China’s securities industry, analyzes the impact of Internet Finance on China’s securities industry, and lays a theoretical foundation for the follow-up in-depth analysis of specific issues. The third chapter is mainly about the current development situation and existing problems of Century Securities. Starting from the current situation of each business mode and operating expenditure and income of Century Securities, it analyzes the existing problems in the Century Securities, and puts forward the necessity of the transformation of Century Securities. The fourth chapter, based on the analysis of Century Securities, through the analysis of its internal and external strategic environment, and with the help of SWOT analysis model, makes a comprehensive and IV systematic analysis of the current operating environment of Century Securities. At the same time, it draws lessons from the successful operation mode of foreign securities companies, and analyzes the strategic direction of century securities Internet brokerage business transformation: specialization, differentiation, market integration. According to the three strategic policies, eight strategic implementation plans have been formulated according to the strategic direction, namely, strengthening the network information technology and improving the supervision ability; cultivating the Internet professional brokerage talents; building an all-around online platform to improve the differentiated service quality; creating a new Internet financial product; deeply mining the potential customer resources of the Internet; increasing the R & D investment; increasing Strengthen capital strength; accelerate the transformation of investment banking business. In chapter five, combined with the strategic direction and the strategic implementation plan, the supporting measures for the transformation of securities brokerage business in the three centuries are proposed, which are: the planning, innovation, integration and construction of the securities Internet platform in the century; the strengthening of the Internet financial operation mode and construction platform of the company; the supporting measures for the transformation of the securities brokerage business in the century under the background of Internet finance; in-depth exploration and promotion of business model. The sixth chapter is the conclusion and deficiency of this paper. Through analysis, this paper holds that Century Securities, as a small and medium-sized securities firm with an old license plate in China, should quickly adapt to the changes of the times, actively seize the opportunities of policy reform, and transform the traditional brokerage business. However, there are many deficiencies in this paper. Because the brokerage business of securities companies involves many contents, its transformation has been over The process is relatively slow, and the content of the Internet economic model itself is extremely complex. Therefore, in the process of writing, there are certain limitations in the research of relevant supporting measures for the Century Securities, which is also the focus and direction of my future work. Key-words: Century Securities; Brokerage business transformation; Online finance VI 目 录 第 1 章 绪论 ???????????????????????????????????????????????????????????????????????????????????????????????????????????????????1 1.1 研究背景及意义 ?????????????????????????????????????????????????????????????????????????????????????????????????????1 1.1.1 选题背景 ???????????????????????????????????????????????????????