In cyber trading market, there is heavy competition among securities dealers. In the era of e-business. the emphasis is on customer satisfaction. Customers' needs become more sophisticated via e-channel. In order to survive in such a bumping market, the securities dealers should set up strategies with up-to-date business models. Therefore, this thesis proposes specified e-strategies as a result of field evaluation.
For strategic positioning, 'Richness and Reach' model is adopted. Richness is defined as the depth and breadth of information. Reach is the number of customers. Reach is measured by the number of accounts, but the rechness is difficult to measure. Therefore, three key values such as customer relationship management (CRM), infrastructure management (IM), product innovation (PI) are used for richness criteria.
Based on this evaluation, securities dealers are categorized into four groups. We unbundle and rebundle these groups from CRM, IM, PI perspectives. For each group, four different e-strategies are proposed.
