The Study On Transformation Of Profit Model Of GY Securities Company

Securities companies are important participants in the capital market,and their living conditions and development level directly affect the whole capital market.After more than 20 years of development,China's securities companies have entered a new stage of norm and health.Its benign development indicates that China's financial market is gradually becoming mature.But with the current stage of financial diversification and the trend of globalization,the securities license is liberalizing orderly,industry barriers are broken gradually,and the international capital has joined.China's securities market is facing a huge change and challenge in the business environment.The problem of its profit model begins to highlight.For a long time,China's securities companies have continued the traditional profit model.Its income depends mainly on underwriting business of the primary market,brokerage business and self-business of the secondary market.This backward profit model makes it difficult for securities firms to meet the growing market demand.It also weakened their abilities to withstand market risks.Therefore,in the new environment,the study of China's securities company's profit model becomes a key issue to promote the transformation of traditional profit model.This paper begins with the literature review,uses the literature research method,the case study method,the investigation research method and the comparative analysis method,takes GY securities company as the research object,carries on the descriptive summary to the present situation of its profit model,has carried on the thorough thinking to its existence question,and gives advices to the GY securities company profit model in the new environment.This paper is divided into five chapters:The first chapter is the introduction,which introduces mainly the research background and the significance of this paper,the literature review,the research methods and research contents and research innovation of this paper.The second chapter is the concept and theory of the profit model,which elaborates mainly the connotation,the component and the influencing factors of the profit model.It provides the theoretical basis for the following.The tihird chapter is the status and problems of GY Securities Company profit model,introduces mainly and analyzes GY Securities Company and current profit model and puts forward the problems of profit model.The fourth chapter analyzes the transition path of profit model by using PEST analysis,"Five Force Model" analysis and SWOT analysis and puts forward the suggestions for the construction of the new profit model from the business transformation and perfecting the management system.The fifth chapter is the conclusion and prospect of the research.The study finds that GY securities company's profit model has four main problems:unbalanced business structure;lack of core competitiveness;limited profit path;to-be-optimized customer structure.In the view of these problems,this paper puts forward that GY securities company's profit model should take the road of diversification,specialization,innovation and refinement.And this paper puts.forward concrete measures from two aspects:business transformation and perfecting the management system.The research of this paper is of great significance for promoting the smooth transition of GY securities company's profit model,reducing the operational risk and enhancing the comprehensive competitiveness.At the same time,it also provides some references for other similar small and medium-sized securities companies.