An Analysis Of The Management Strategy Of Guotai Junan Securities Inner Mongolia Branch

In1990, the Shanghai Stock Exchange and Shenzhen Stock Exchange were set up, China began to have formal stock exchanges, and China’s capital market also opened up the development process.Over the past twenty years, China’s capital market grows rapidly and maintained healthy and stable. The stock market as part of the capital market, occupies an important position in China’s capital markets, and plays an important role. Compared with foreign securities markets, China’s securities market was established later, the investment environment is also uncertain.In the past twenty years, the securities brokerage business which is commonly referred to as "channel business" has been one of the main business of the major brokerage firms. The main source of profit for the brokerage company is the processing fee income in stock trading. But in recent years, with the rapid development of China’s economy and the increasingly fierce competition of the financial environment, some non-stock institutions, such as commercial banks and insurance companies, are fighting for the existing resources of major stock brokerage firms. With financial globalization, accelerated pace of wealth accumulation and the rapid development of network finance, the requirements of investors on wealth management have gradually tightened, the Exchange Commission charges become transparent and the commission rates declined rapidly. As a result, revenues and profits brought by the economic business have gradually declined. Traditional brokerage business met the bottleneck in development; the industry is also facing unprecedented challenges.In this paper, business strategies of Guotai Junan Securities Inner Mongolia Branch were analyzed. After presenting the background, purpose and significance of the research, development status of Guotai Junan Securities and Inner Mongolia Branch were reviewed and strategic issues existing in the development of Inner Mongolia Branch were analyzed. Then, starting with the analysis of the strategic environment in the securities industry, a whole set of analysis on the policy environment, economic environment, technology environment, and social and cultural environment in the Inner Mongolia Branch were studied through the PEST method. Meanwhile, the five forces model fwere applied in conducting background analysis for the securities industry in Inner Mongolia Branch. On top of that, the paper employed the SWOT model in analyzing the strengths, weaknesses, opportunities and threats over the internal and external environment of Guotai Junan Securities in Inner Mongolia. The thesis proposed that in the current industry and market conditions, solely relying on traditional brokerage business can not meet the needs of enterprise development. Only by developing diversified business and establishing comprehensive financial services, can the company meet the standards of the rapid development of the current competitive environment. Guotai Junan Securities Inner Mongolia Branch should be customer-centric, exploring management policy in line with its own characteristics, and diversified strategies should be chosen to obtain a competitive advantage. It also needs to develop a series of measures to guarantee the implementation of the strategy to enhance collaboration capabilities, establish a professional brand image, and optimize human resources management mechanism.