中国在过去几十年的经济发展中取得了令人瞩目的成就，伴随着经济腾飞，个人财 富增长迅速，富裕家庭的财富快速增长，民众财富管理意识增强，个人财富管理的市场 需求逐年放大。 但是国内的证券市场发展状况依旧处于不平衡状态，绝大多数证券公司主要收入来 自于经纪业务，由于券商网点数增加以及网上开户行为的普及，低佣金的竞争已经使得 一部分券商不堪重负。券商经纪业务的利润已经很难维系其整体业务的发展，有必要开 拓新的蓝海业务。近年，各大券商开始关注财富管理业务，并将其纳入自身的重点工作 范畴，通过为在其体系内存在的大量高净值客户提供专业的资产配置方案，为客户资产 提供资产保值增值的各类服务，从而实现共赢共生的新业态。 本文对ZX证券东北分公司财富管理业务现状进行梳理并借鉴国内外财富管理优秀 案例，提出公司发展财富管理业务中存在的以下问题:新增客户导流渠道单一、传统股 票通道业务竞争无竞争优势、金融产品同质化、客户分类不明确等，并对问题的原因进 行分析。同时以SWOT模型、PEST模型为工具，分析ZX证券东北分公司在竞争中的优劣 势以及在市场环境中面临的机遇与挑战。从而为公司财富管理业务提出以下策略，多渠 道导流策略、投顾社区策略、金融产品配置策略、客户细分策略、人才培养策略。希望 本文的研究能够为ZX证券东北分公司财富管理业务的发展提供参考，通过发展财富管 理业务增加盈利模式，增强企业的市场竞争力，让公司业务继续引领资本市常 关键词：财富管理；资产配置；SWOT分析；PEST分析 - II - Research on Wealth Management Strategy of ZX Securities Northeast Branch Abstract 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. - III -