Research On Wealth Management Strategy Of ZX Securities Northeast Branch

China has made remarkable achievements in economic development in the past decades.With the rapid economic development,personal wealth has grown rapidly,the wealth of wealthy families has grown rapidly,people's awareness of wealth management has been enhanced,and the market demand for personal wealth management has been enlarged year by year.However,the development of the domestic securities market is still in an unbalanced state.Most of the securities companies mainly come from the brokerage business.Due to the increase of the number of online points and the popularity of online account opening,the competition of low commission has made some securities companies overburdened.The profit of brokerage business of securities companies has been difficult to maintain its overall business development,so it is necessary to develop new blue ocean business.In recent years,major securities companies have begun to pay attention to wealth management business and put it into their own key work areas.By providing professional asset allocation schemes for a large number of high net worth customers in their systems,they have provided various services for maintaining and increasing the value of their assets,so as to realize a win-win symbiotic new business.This paper combs the current situation of wealth management business of Northeast Branch of ZX securities and draws lessons from the excellent cases of wealth management at home and abroad,and puts forward the following problems in the development of wealth management business: single new customer diversion channel,no competitive advantage in traditional stock channel business competition,homogenization of financial products,unclear customer classification,etc.,and analyzes the causes of the problems.At the same time,the SWOT model and pest model are used to analyze the advantages and disadvantages of the Northeast Branch of ZX securities in the competition,as well as the opportunities and challenges in the market environment.Thus,the following strategies are put forward for the company's wealth management business: multi-channel diversion strategy,investment community strategy,financial product configuration strategy,customer segmentation strategy and talent training strategy.It is hoped that this study can provide reference for the development of wealth management business of ZX securities Northeast Branch,increase the profit model through the development of wealth management business,enhance the market competitiveness of enterprises,and let the company's business continue to lead the capital market.