The Research On Development Strategy Of Investment Banking Business Of A Securities Co.Ltd.,

Recently,with the fast development of China's economy and growing performances,companies are having stronger demand for investments.At the same time,citizens are having larger budgets to invest due to the rise of GDP per capita in China.The whole investment banking industry are propelled to move forward with a fast pace by these two incentives and is embracing a great era.However,there are always risks alongside the opportunity,in order to keep a sustainable development for a long time in the more and more competitive investment banking industry,investment banking cooperation A ought to make the strategy that is optimal for its own development based on the its advantages and disadvantages because strategy is fateful for the long-term development of an enterprise.No firm is going to stay stationary in the moving environment,it either fails or continuously altering its strategy.The thesis firstly introduces the related theories and methods of strategic management,then does strategic analysis and makes feasible strategies for investment banking A.In the external environmental analysis,the thesis first uses PEST model to analyze the macro environment which investment banking A is in,then conduct the market analysis of investment banking industry in China which includes the analysis of market size and Porter's five forces analysis – explains the opportunities and risks of the environment which company A is in.After that,the thesis researches the organizational structure,human resource,financial capability,operational capability,innovative capability,sales capability,comprehensive sources,reputation of investment banking A in order to find out its advantages and disadvantages.SWOT method is used in the internal environmental analysis,and it provides investment banking A with strategy choices.The final result is that investment banking A should use cost leadership strategy;innovative business strategy;expansion strategy;brand improvement strategy;staff improvement strategy;oversea strategy.Then execution steps of these strategies are designed: investment banking A should raise capital through going public in Hong Kong Stock Exchange to reduce interest cost and achieve the goal of cutting total cost;levering customers' value using innovation ability and help customers raise capital via brand new ways,treating innovation as first priority in innovative business area and try to occupy the market first;expanding through merger and acquisition;winning customers with the parent company's brand,humanizing the investment banking cooperation,tightening risk control in order to raise reputation;enlarging the team and keeping talents with long-term motivation principle;finally,the long-term strategy is entering the global market and promoting worldwide reputation.