PBESProceedings of Business and Economic Studies2209-26412209-265XBio-Byword Scientific Publishing Pty. Ltd.10.26689/pbes.v5i2.3787ArticleThe Diversification Strategy of Securities Firms in China from the Perspective of Enterprise Operational Sustainabilityhttps://artdesignp.com/journal/PBES/5/2/10.26689/pbes.v5i2.3787YangHaiyan,HeXinyu,LiXiaoyu2022522022-04-08With the intensified competition in the capital market, the continuous development of internet finance, and the gradual loosening of market regulation, the profit pressure on securities firms relying on traditional business is increasing. In order to seek new profit growth points, many securities firms have ventured into business diversification, but with varying results. From the perspective of enterprise operational sustainability, econometric methods are used to explore the relationship between the diversification and business performance of securities firms in China, putting forward diversification strategies suitable for these firms.

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