Research On The Competitive Strategy Of Wealth Management Business Of Northeast Securities

Since the reform and opening up,China’s economy has developed rapidly.Currently,the investable property of residents has been increasing,and residents’ financial awareness and demand have been rising rapidly.At the same time,under the guidance of policies,the attractiveness of real estate investment has decreased.After the new capital management regulations break the rigid payment,the attractiveness of the equity market has gradually increased under the deepening reform of the capital market.But as the traditional brokerage business becomes more competitive and the profit-making model of buying and selling shares for a commission is dying out,the shift to wealth management is a big driver.In this paper,northeast Securities as the research object,the use of competitive strategy theory,to explore ways to enhance the competitiveness of the company’s wealth management business,to provide a decision-making basis for the company’s development and expansion.This paper on the basis of the reading of vast amount of literature,wealth management and relevant theory of competitive strategy,using PEST model to analyze external environment,found that with the increase of national economy,the rapid growth of domestic wealth people,at the same time,along with the industry gradually perfect,the financial products innovation and financial development of science and technology,domestic wealth management business huge space for development.Through the internal analysis found that,the company has a complete business license,and in the northeast have channel advantages,have the strong ability for research institute can effectively support the development of wealth management business,and take the lead in Internet third-party platform to carry out the cast of acquisition,in the industry has accumulated certain experience and advantage.However,at the transaction level,the company is faced with problems such as insufficient investment in fintech and relatively weak degree of digitalization of client software,CRM system and business system.At the level of internal management,the company is faced with many human resource management problems,such as the company’s investment consultant salary level in the industry is not competitive enough,personnel training channels to be improved.Therefore,through SWOT analysis,this paper sorted out the four strategies of SO,ST,WO and WT for the development of the company’s wealth management business,and conducted quantitative analysis of alternative strategies with the help of QSPM tool,and found that the differentiation strategy is more suitable for the company to develop the wealth management business.Finally,combined with the enterprise vision and development strategy of Northeast Securities,the specific scheme of product differentiation,service differentiation and channel differentiation is given.At the same time,it points out that Northeast Securities should strengthen the organizational structure,improve the management system,optimize the service system,strengthen the digital construction and enhance the team strength,and promote the effective implementation of the strategy.