Research On Competition Strategy Of Wealth Management Business For China Merchants Securities

Since the foundation of the first securities company 25 years ago,domestic securities industry has grown up with the rapid development of Chinese securities marketgradually.Nowadays,securities company has become very critical participantin capital market,and also the industry has been a very important part in national economy.However,up til now,the development of domestic securities industry remains uneven.The competition between securities brokerage business is very competitive,which makes a further decrease of trading income in the whole industry,causing a decline in the securities brokerage business.How to help enterprises that mainly rely on securities brokerage business get rid of the difficulty,reduceprice war,and ultimately make a fundamental improvement in the high-profit strategy is a huge challenge that China's securities industry faced with.Based on this,This essay adopts the relevant theory of competitive strategy;analyzing the internal and external environment of CMS,developing strategies for the company's long term development and proposing strategic guarantee measures.by Potter's five forces model,PEST analysis,and SWOT analysis,and combined with the theory of the development strategy of modern enterprises as the main content,the paper implements a comprehensive research about the external macro environment,industry competition environment and internal environment of CMS corporation.After deep analysis toward wealth management of CMS corporation,the author comes up with the strategy:high net worth individuals should be fully utilized to seek further development.By relatively huge platform and high net worth customer resources,the enterprise improves the attraction to high-level personnel and gradually conduct wealth management to get rid of the great reliance on traditional brokerage business and the restriction of commission price war.At the same time,a study should be implemented toward fields such as work steps,service pattern,customer service team,asset management,customer selection,risk control to provide further method to CMS enterprise wealth management.Through the discussion in the paper,the author wants to enhance its competitiveness,increase market share and promote its healthy development in the future market.Meanwhile,the author also wants to provide reference to other enterprise from the same industry.