Research On The Innovation Strategy Of Domestic Medium Sized Securities

In the throes of transformation of domestic brokerage, securities industry also faces great pressure transformation. At present, China’s securities companies main business profit source in brokerage and underwriting business, the profit model resulted in the securities company’s income and the market trend is highly related, with a high degree of stability and periodicity, increased operational risks. Especially in the large number of small and medium-sized brokerage and proprietary business management ability is not prominent, underwriting business started late, talent reserve, less quality investment, create income is also a drop in the bucket, the contradiction between the imbalance in the structure of income are becoming more prominent, pressure of business transformation. In the process of transition to a one-stop financial service platform of securities companies and its role as a resident wealth management configuration advisor of the localization has been recognized by the industry, product innovation and they will become an important part of the securities company’s business transformation, because of wealth management product sales for the ultimate realization. The core customers of the traditional securities industry is secondary market trading customers, of financial customer groups has not been effectively developed, such customers precipitated a lot of to banks and other financial institutions, belongs to the low risk appetite, investment decision depends on the type of customer, this large group is the securities industry has yet to plough the blue ocean, most securities companies there is no match with the demand of mature product system.In view of the above reality, this paper mainly studies the product innovation activities of the domestic medium sized securities firms, which are represented by the ZY securities. This paper first reviews the relevant theories, including the theory of market competition, new product development theory; then introduced the basic situation, the ZY securities product range and classification; then through PEST analysis, Potter five forces model analysis of enterprise product innovation of macro environment, industry environment, find power and favorable factors of enterprise product innovation; then the paper analyzes the restricting factors of ZY Securities product innovation, find the adverse factors of product innovation; finally, combined with the actual situation of enterprises, put forward five strategies of enterprise product innovation, to provide a reference for the product innovation of ZY securities and other domestic medium-sized firms.The text mainly use the macro and micro data for quantitative comparative analysis, through the text description of qualitative data analysis, reflects the current situation with the real data, figure out advantageous and disadvantageous factors in ZY Securities product innovation, and put forward the suitable for the product innovation strategy of company, provide a train of thought for products innovation and business transformation.