Problems And Strategies Of Asset Management Business Of GL Securities

China has witnessed great improvement of people's living standards in recent years,people's concept of assets has also changed.People in the past always saved assets to guarantee their safety and value.However,people today tend to invest and manage their assets to get a higher return and improve their value-added rate,which greatly promotes the development of China's securities market and also poses challenges to its management.In addition,with the improvement of China's financial system,the variety of products and service of asset management companies has become enriched,which brings great competitive pressure to companies in financial market including securities companies.It currently has become a common problem for securities companies to enhance their core market competitiveness and guarantee their stable and sustainable development.This thesis will analyze asset management business of GL Securities,and through adopting a data envelopment analysis of asset management of small and medium-sized securities traders,the existing problems of GL Securities will be found out.A case analysis will be carried out regarding to strategies taken in new regulatory environment between GL Securities and other similar securities traders.PEST model and Michael Porter's Five Forces Model will be applied to analyze market environment faced by GL Securities' asset management department with focus on the change of environment,and the deficiencies of GL Securities' present strategies will be put forward.Last but not least,through combining problems,existing strategies and change of environment,this thesis will bring forward development strategies suited to GL Securities' asset management business,including stategies in narrow sense,namely design,research and development of asset management products,and that in broad sense,such as talent resources,organizational structure,service and marketing,and technological means.To expand the market share of GL Securities' asset management business,this thesis will propose its personal opinions to deal with current problems confronted by GL Securities,so as to provide a theoretical reference for stable and sustainable development of securities asset management market.