Research On The Wealth Management Business Strategy Of The Guoshang Securities Co.,Ltd.

When the era of online finance and big data arrived, the patterns of china’s securities market have a great change. The price war about commission of the securities market is becoming more hotly contested, which activates the demands for investors’ asset management. Security companies that merely provide the simple financial services and trading channels as core bussiness can hardly meet customers’ requirements. The Guoshang security company also faces the loss of the middle and high-end clients because of the commission competition and the problem of total asset management demands from the medium and high net wealth customers that are hard to satisfy.In order to meet the the medium and high net wealth customers’ demands, reduce customer churn increase satisfaction and winning the customers’ loyalties, the Guoshang security company have seek to change from the role of traditional service to the role that gives the asset management service since the year of 2010. However, the reform and change is not good enough and the problem still remains unsolved. In order to solve this problem, this paper initially raising questions, then find the key reason by the analysis of the relevant data about the the Guoshang security company and reexamine the company using the SWOT analyze and PEST analyze, then provide a comprehensive analysis of the macro-environment, industry environment, and the conditions of exterior and interior, and finally gives suggestions about the SWOT portfolio strategy of the wealth-management business for the Guoshang security company. This paper develops the strategy of the wealth-management business-the middle and high-end customers mining business strategy, which including the Zhiyuan wealth management service package and private custom wealth investment product for the high-end customers. At the end, the passage proposes some safeguards for the service of wealth management.