Research On Competitive Strategy Of Huatai Securities Wealth Management Business

Since the reform and opening up,China’s real economy has made rapid development.At present,in the statistics of world economic aggregate,China’s economic aggregate has leaped to the second place in the world.At the same time,our financial market has also been globalized,which is one of the most important markets in the world.In recent years,with the continuous development of the national economy,the continuous improvement of people’s living standards and wealth accumulation,the increasing per capita disposable income,the growing demand for investment and financing,investors have a more diversified demand for wealth management.In this situation,securities companies should not only constantly consolidate their existing business,but also seize the new opportunities of wealth management in the market,achieve greater benefits in the wealth management market,improve the business competitiveness of the company,so we need to plan effective competitive strategies to deal with the current problems.Huatai Securities has grown from a regional securities firm in Jiangsu Province to a national comprehensive securities firm,and has made great progress in various businesses.Based on the new macro-economic environment,policy environment and industry competition background,combined with the current situation of wealth management business of Huatai Securities,this paper comprehensively uses literature research,comparative analysis and other research methods to study what kind of competition strategy should be selected in the field of wealth management to achieve breakthrough.In this paper,the strategic management theory is used to analyze the wealth management business of Huatai Securities.Firstly,the external environment of Huatai Securities Company is analyzed,and the macro environment of wealth management business of Huatai Securities is studied by pest theory.At the same time,the competitive environment of wealth management business is analyzed by Porter five forces model,and the external opportunities and Threat.Secondly,through the analysis of the internal environment of the company,including the organizational structure,human resources,technology research and development,risk compliance control and marketing channel expansion competitiveness,the internal advantages and disadvantages of the company are obtained.Based on the above analysis,three competitive strategies are selected by SWOT analysis: cost leading strategy,differentiation strategy and centralization strategy.Through the research,it is concluded that differentiated competitive strategy should be adopted,mainly focusing on "technology enabling",to develop and build a rich financial product market,enhance financial product differentiation,improve customer service system,and enhance brand influence A number of competitive strategy implementation measures to implement differentiated competitive strategy.Finally,in order to ensure the successful implementation of the wealth management competition strategy of Huatai Securities Company,the paper puts forward four guarantee measures,including human resource guarantee,organization guarantee,technology research and development guarantee and compliance risk control guarantee.