Study On The Optimization Of Business Struture Of GH Securities Company

As the only provincial securities company belongs to Guangxi province, GH securities company is a national comprehensive securities company, it have made certain achievements and to reach a considerable scale after the development of more than20years. But the situation of GH securities company in recently years made the company hard to improve it’s performance, it ranked about40among all108national securities companies. There are many reasons for this status, which on the one hand, singleness of business and income structure, overly dependent on the revenue of stock brokerage in the four core businesses included stock brokerage, investment banking, securities proprietary business and asset management business, the imbalance business structure become the important factor to restricts further develop of GH securities company. For this reason, the author proposed the ideas and countermeasures to adjust and optimize business structure of GH securities company through the study. It has significant practical meaning to expand the source of profits and promote comprehensive competitiveness.At first, this paper through analyzes the current situation of business structure and the four main business income of GH securities company, to identify the reasons of single business structure and the imbalance of business development, the key factors are the organizational structure, core business and marketing personnel system have not adjusted with the development of Chinese capital market and the transformation of china’s securities companies. Second,this paper comprehensively study by those main methods:comparative research, documents, positive analysis etc. By comparing business structure of foreign and domestic securities companies with balanced business structure, to focus the analysis on the present situation of equalization development and process of optimizing the business structure of Morgan Stanley securities, Merrill Lynch securities etc. To summarize their experience, and find out reference experience for GH securities company, and then, to propose the critical path of optimize business structure. On one hand is to expand the source of business profits, on the other hand is to build and form core competition ability. Finally, based on the current environment of the securities industry and the development of GH securities company, this paper presents some optimize countermeasure and proposal. The main results are as follows: the basis of equalization and diversified business structure in GH securities company are to expand the source of business profits and build core competition ability. To achieve that, GH securities company have to realize optimization and adjustment in organization structure, core business structure, and marketing talents structure. This paper reach a conclusion by analyzing three aspects mentioned above, GH securities company have to adjust three aspects if the business structure changed from single structure to equalization even to diversified development. First, in terms of organizational structure must be the road of collectivization development; second, it’s core business adjust into asset management business and financial product distribution, the stock brokerage adjust to basic business; third, in the personnel structure aspect, which is mainly composed of client manager need to adjust the personnel structure, focus on developing finance consultant.