The Strategy Researched On Xinhu Wealth Management Company

From post-financial crisis era, asset security become an important concept for investors on fin ancial management. With the increasing population of high net value of assets in China, third-party financial planning is developing rapidly. Since Xinhu wealth’s establishment, its b-usine ss expands rapidly, and it has spread across24provinces throughout the country or muni-cipal ities, and it completed20billion yuan for the single annual sales target. In the develop-ment o f Xinhu wealth, it is faced with huge problems, which is respectively from the industry co-mp etition, the difficulty of market development, lack of brand effect, and so on.Therefore, under the new environment, Xinhu wealth requires new strategy planning and positioning.This article uses SWOT matrix to analyze the external and internal environment Xinhu w-ealt h is facing. The result shows that the internal advantages outweigh the disadvantages. And for external environment, there are both opportunities and challenges. In Potter’s five strength m odels, the main competition for Xinhu wealth is from potential entrants. Xinhu wealth’s ma-in advantage is its strong marketing ability; main disadvantage is its poor brand influence; mai-n opportunity is the broad market space of third-party financial planning; and main threats are external competition and the uncertainty of external environment.finally, according to the results of the IE matrix, reposition the strategy of the Xinhu wea-lth, maintain that Xinhu should make full use of its internal strengths for market development and market penetration strategy. Specifically, market penetration strategy for the high net wor-th c lients, and market development strategy for the middle-class clients. In the concrete implemen tation process, the following need to be done:firstly, cultivate highly qualified financial personnel, secondly, change service pattern. Thirdly, more detailed customer segmentation. Fourthly, research and development new products. Finally, change the profit model.keep the independence and neutrality.