Investment Banking Development Strategy Research Of Guosen Security

This paper mainly introduces Chinese IPO market situation and analyzes the competitive landscape between Guosen Security and other securities. On the basis of long-term work practice in Guosen Security, the author summarizes the problems that Guosen Security Investment banking faces and indicates the necessity of restructuring. The author also points out development orientation and concrete measures of restructuring. Additionally, this article takes Goldman Sachs for example,Guosen Security can learn from the development of the blueprint through revenue structure, investment banking model, underwriting mergers and acquisitions business of Goldman Sachs. Finally, the author summarizes the main problems in investment banking development of Guosen Security on the perspective of whole and broken down pattern. The author also puts forward the corresponding development strategies from business transformation, process innovation, customer service improvement and construction of the research team, discusses institution environment from organizational restructuring and incentives improvement.