Research On Wealth Management Business Development Strategy Of MS Securities Company

With the development of China’s economy,the income level of residents has been improved,the awareness of personal finance has been gradually enhanced,and the client group of wealth management is also growing.Residents’ needs for personalized and diversified financial management are growing day by day,but the investment environment is increasingly complex.Therefore,higher requirements are put forward for the professional services of financial institutions.As one of the three major financial institutions,the decline of commission rate makes the profits of traditional brokerage business continue to decline,so it’s urgent to ask for new profit growth points,so as to reduce the dependence of brokerage business on channels and transactions.The application of artificial intelligence,big data and other emerging technologies is deeply integrated with financial fields such as payment settlement and wealth management.Internet finance,with its cost advantage and information advantage,forces securities firms to carry out financial innovation.The transformation of wealth management has become an inevitable trend.This thesis takes MS Securities Company as the research object and studies the development strategy of its transformation from traditional brokerage business to wealth management business.Firstly,the current status of wealth management business of MS Securities Company is analyzed,and the external environment of MS Securities Company is analyzed by PEST analysis and Porter’s Five Forces Competition Model,and the opportunities and threats in the process of wealth management business development of MS Securities Company are obtained.Then combined with the internal resources and capabilities of MS Securities Company,the advantages and disadvantages in the process of wealth management business development are analyzed.Secondly,the SWOT-AHP model based on the analytic hierarchy process is constructed,and the alternative development strategy is formulated by using the SWOT matrix.Through quantitative evaluation,it is determined that the current MS securities company should choose the WO torsional strategy to develop wealth management business.Finally,according to WO strategy and from the perspective of business competition strategy,this thesis thinks that the current MS securities company should choose the differentiated competition strategy to formulate detailed implementation plan and put forward specific relevant safeguard measures when entering the strategy implementation stage.The purpose of this thesis is to provide reference for the wealth management business of other small and medium-sized securities companies,so as to promote the comprehensive and healthy development of China’s securities industry.