Research On The Optimization Of The Wealth Management Business Of Guotai Junan Securities

In recent years,China's economic has got rapid development.at the same time,private wealth and wealth accumulation of rich families continue to rise,the wealth management business market demand has increased dramatically with the enhancement of financial awareness of the residents.In China,Commercial banks use its traditional strength such as huge customer base,wide variety of financial products,widely distributed service network and so on has made great progress But the development of Securities Industry is unbalance today because over half income and profit sources of China's Securities Industry are brokerage.The tough competition of Securities Industry has made the brokerage lower constantly and also greatly reduced the main source of revenue of most of securities companies.It's a huge challenge to China's Securities Industry that how to overcome the operating dilemma in order to avoid the circle of Price war and transform their profit model in this field.by contrast,brokerage's wealth management business started late,only rely on traditional business profits have been difficult to maintain their development.in this case,finding a new profit point is so important to them.In recent years,more and more brokerages begin to pay attention to the wealth management business,and treat it as an important way of its transformation.providing exclusive,diversified financial services,so that they can customer relationships,so as to achieve the best state of both profit.This paper firstly describes the Guotai Junan Secuiities company's business structure and operating achievement.Based on the research of the case of domestic and international wealth management business,referencing for relevant experience,so that we can provide guidance for brokerage wealth management optimization,and then,we use Guotai Junan Secuiities as an example,putting forward the improvement measures and the corresponding security mechanism according to the result of analysis of its shortcomings It focuses on modern enterprise development strategy to analyses the external economic environment and industrial competition and internal operation of Guotai Junan Secuiities through using the PEST Method,Michael Porters Five Forces Model and SWOT Analytical Method.It's drawn a conclusion that Guotai Junan Secuiities Company should operate the Wealth Management.analyzing those implementation conditions on the structure changing of the operation department,professional talents training and market developing to formulate the Wealth Management program.In summary,this study hopes to provide reference to the optimization of the wealth management business of Guotai Junan Securities.Improving profit through the development of wealth management business,so that they can enhance market competitiveness and business chain,realizing the development of the company's continue improvement.