Research On The Development Strategy Of X Securities Fund Investment Advisory Business

In recent years,with the rapid development of China’s economy,the total wealth of society has been growing rapidly,and the investment demand of residents is increasing day by day.Public funds have become an important part of residents’ investment targets.With the increase of the investment scale of public funds in the society,investment problems such as the variety of products difficult to choose and the serious differentiation of investment income have gradually occurred,and the demand for fund advisory services by residents is increasing day by day.In order to alleviate the current situation that the market is in urgent need of professional fund advisory services,the China Securities Regulatory Commission issued a notice on the pilot work of fund investment advisory business in October 2019,which can carry out fund investment advisory business in approved institutions such as securities,banks,fund companies,third-party financial platforms,etc.Various institutions have actively deployed this blue ocean market,and securities companies are facing a more complex competitive environment.At the same time,the brokerage business in the securities industry is seriously homogenized.In the context of the industry’s pursuit of wealth management transformation,the launch of the fund investment advisory business is of great significance to securities companies.This thesis selects X Securities,a large and medium-sized securities company in China,as the research object to explore its initial development strategy in the fund investment consulting business.Firstly,PEST model is used to analyze the macro environment of fund investment consulting business,and Porter’s five forces model is used to study the current development situation and industry competition pattern of fund investment consulting business in China.Then,the internal environment of X securities fund investment advisory business is analyzed by SWOT,and the scheme that should use SO strategy is obtained after constructing the matrix.Then,through the introduction of the basic situation of the investment advisory business of X Securities Fund and the comparative analysis of its competitors,it is concluded that there are many problems in this business,such as a small number of customers,insufficient channels,weak product differentiation,and limited investment advisory ability of employees.Finally,according to the causes of the problems,targeted solutions are proposed to systematically establish customer service platforms,enrich channels,create star products,and professionalize employees,as well as safeguard measures for strategy implementation.This thesis focuses on the new business of fund investment consulting and discusses it in combination with the actual situation of the development of X Securities.At present,X Securities still has a lot of room for improvement in this business.I hope that the proposal of countermeasures can help X Securities increase its market share,effectively improve its performance,strengthen its service quality,and gain advantages in the competition of various institutions in the fund investment consulting industry.