Guotai Junan Securities Wealth Management Business Management Research

With the adjustment of economic structure and the transformation of economic mode, which have gradually become the main route of China’s economic reformation and operation, the securities company’s operating environment is facing a new series of changes. Securities brokers’brokerage business cannot make it easily when market competition aggravates, the control of securities industry’s license looses and the diversity of customer’s demand. Theoretically speaking, it’s a complement and development to study their wealth management business for securities investment product’s designation and marketing theory system. Actually speaking, there is an important function, for example:rebuilding platform、 excavating product’s potentiality and improving asset’s utility, to study wealth management business for securities companies.For the capital and investment service-oriented company, they should seize the "window of time" of capital and finance innovation and they also should accelerate the transformation into market-oriented wealth management business. This paper take Guotai Junan securities wealth management business as the research object to explore its model. I study it from the basic theory of the wealth management business and then analyze its case from foreign securities industry. I found that there are widespread problems:such as,for the body mass, small-scale asset、low level of profitability, poor growth and so on; for the product service,low professional level of new products、a limited range of service and diversity of business、low ability of product innovation. As wealth management business is a new product, this paper argues that Guotai Junan should take the following measures to form a competition system in the characteristic and difference of wealth management business. First, the company should design a high-quality wealth management business route through institutional innovation and optimizing the organizational structure. Second, the company should innovate concepts and methods in the portfolio and product service; in addition, the company should also optimize wealth management business operation strategy. Third, the company should ensure that wealth management business develop in a diversity and orderly way through banking channels、internet finance、light outlets、and band building to layout channel net and through building a cooperation platform of wealth management business.