Research On The Development Strategy Of The Green Bond Business Of SN Securities Company

In recent years,the world environment has become increasingly severe,the global economic environment has been depressed,the contradiction between human social development and resource limitation has become more and more acute,and the living environment is in jeopardy.With the improvement of China’s ecological civilization structure,the green financial system is gradually improving.Financial institutions practice and promote the development of green finance by improving their social and environmental responsibility system.Green bonds invest funds in green industries in the form of bonds,which is a sufficient and necessary condition for the issuance of green bonds and the main tool for the development of green finance.Sn securities company is a small and medium-sized securities company.As a pioneer and practitioner of green bonds,it promoted the issuance of China’s first private enterprise green bonds in September 2016.As of May 2021,Sn securities company has issued 20 green bonds as the lead underwriter,with a total scale of 19.36 billion yuan.Through literature reading,questionnaire and other methods,starting from the actual situation and combined with theoretical knowledge,this paper studies the development strategy of Sn securities company’s green bond issuance service.Firstly,it combs and summarizes the research on green bonds by scholars in China and other countries.Clarify the relevant concepts of green bonds and introduce the theoretical basis.Then,it introduces the current situation of green bond business of Sn securities company.Through the questionnaire survey,the situation and problems faced by SN securities company’s green bond business are determined.Combined with the analysis of the internal and external environment of Sn securities company,it is further concluded that in the current products of Sn securities company,there are problems such as traditional marketing channels,single product design,insufficient use of green financial information,insufficient cognition of green bond risk and income,weak strength of professionals,salary and performance evaluation mechanism.Combined with the characteristics of investment banking business of securities companies,formulate specific development strategies from differentiation and centralization.Through the innovation of green bond products and services and the characteristics of business management,the layout of the international green bond market,the establishment of green technology project declaration,and their daily practice of the concept of green development are guaranteed from the four aspects of organization,human resources,social responsibility and risk control,so as to put forward strategies for Sn securities company’s green bond business how to avoid being submerged by head securities companies in China with huge development space,Provide new ideas for the business development of Sn securities company.