Research On The Influencing Factors And Strategies Of Bond Product Innovation In H Company

China's economic restructuring has entered a critical period,the reform of the securities industry is also facing enormous pressure.The source of the securities company's profit mainly includes brokerage,self-employed and underwriting three kinds of business.This determines the return of securities companies and the market is highly consistent with the instability,with high risk and cyclical characteristics.However,most of our securities companies in the development of small,limited by the financing,so in the fierce competition in the market to survive very difficult.In this context,the securities business product innovation has become the inevitable choice for the development of securities firms.Based on the development of China's bond market and the existing problems,this paper analyzes the deep-seated reasons behind the lack of innovation of bond products.Then,taking H Securities Company as an example,this paper makes a comprehensive analysis of the macro environment and industry environment of the company's innovation of bond products,and identifies several key factors that affect the innovation level of H Company's products.The analysis shows that the innovation management level,R & D capability,marketing service level and informationization ability of the company is the four key influencing factors of the innovation performance of bond products.Then,the empirical research is used to study the innovation of H Company's bond product,and the relevant empirical model is established and the corresponding research hypothesis is put forward.According to the results of the questionnaire,factor analysis and regression analysis were carried out to analyze the influence of different factors on the innovation performance of H Company's bond products.Finally,according to the results of the analysis have been targeted conclusions.The results show that the innovation management level,the research and development ability,the marketing service level and the informatization ability have a significant influence on the innovation performance of H company bond products.R & D capability and innovation management level have a significant impact on the innovation of corporate bond products,and the level of marketing service and information technology have a significant impact on the performance of corporate bond innovation.Finally,according to the results of empirical analysis,this paper analyzes the specific countermeasures and suggestions of H securities companies to improve the innovation level of bond products from the aspects ofinnovation management level,research and development ability,marketing service level and informationization ability.