The Research On Development Strategy Of Guosen Securities Department Of Changsha

Along with the increasing standardization and internationalization of securitiesmarket as well as the rapid development of modern information technology,competitive environment of securities companies in China has changed ultimately.The traditional operation mode is facing challenges. The homogeneous competition insecurities companies is reaching the climax. Thus, transforming the operation mode ofsecurities companies is imminent. As one member of the securities market, Guosensecurities department in Changsha must carry out the company strategic planningresearch, make scientific, reasonable and feasible company development strategy torelieve its competition pressure, and transform traditional brokerage business of thered sea to the innovative business of the blue ocean, and finally realize its sustainabledevelopment.This paper takes Guosen securities department in Changsha as an example.According to PEST analysis theory, it, firstly, analyzes the company’s macroenvironment from four aspects, including politics, economy, society and technology.And then, by using Potter power graph analysis tool, this paper carries on a detailedanalysis about the company’s industry competition environment from five factors,such as its competitors, customers, potential competitors etc. Moreover, it alsoanalyzes the company’s internal environment from various angles, like itsorganizational structure, talent, technology, finance and so on. Also, by using theSWOT method, this paper presents the company’s strengths, weaknesses,opportunities and threats; meanwhile, by summarizing the development strategy ofour head office, it draws the future development strategy of Guosen securitiesdepartment in Changsha. The development strategy includes: realizing itstransformation from traditional brokerage business to the innovative business, from asimple seller business to capital intermediary business, and finally creating thedepartment into a wealth management center of various financial products and servicechains. In addition, this paper comes up with relevant measures on risk prevention andcontrol, and puts forward the supporting system construction concerning itsorganization and management of the company’s development strategy, products andservice, talents and culture, etc.