华泰证券经纪业务竞争战略研究

发布时间：2018-01-02 09:41

本文关键词：华泰证券经纪业务竞争战略研究　出处：《山东大学》2012年硕士论文　论文类型：学位论文

【摘要】：华泰证券股份有限公司是中国证监会首批批准的综合类证券公司,也是全国最早获得创新试点资格的券商之一。经过二十年的发展,公司已经基本形成集证券、基金、期货、直接投资和海外业务等为一体的、国际化的证券控股集团架构。2010年2月26在上海交易所上市证券经纪业务一直是证券公司的核心业务之一,也是证券公司经营收入的主要来源。所以证券经纪业务竞争战略的研究对于证券公司的长远发展有一定的现实意义。本文的写作目的是,运用竞争战略的相关理论,结合华泰证券经纪业务的实际情况,通过对华泰证券经纪业务外部环境和内部因素的分析,确定有利于公司经纪业务长期发展的竞争战略——差异化竞争战略,并提出一系列战略保障措施。文章通过运用PEST分析法对宏观环境加以分析,并运用五种竞争力模型对行业竞争环境进行分析,总结出华泰证券经纪业务面临的外部机会如下：相关法律法规的完善,监管部门“扶优限劣”政策为公司的证券经纪业务发展提供机会,《投资顾问业务暂行规定》的出台对合规经营且具有一定竞争优势的华泰证券的经纪业务增加了一个收入来源；行业管制的放松,尤其是混业化发展制度安排的逐步放开,公为司综合金融服务平台内涵的进一步丰富,为公司综合经营和跨业务经营整体实力的提高提供了条件；国民经济的持续稳定发展为中国证券市场的发展提供经济保障；居民收入的提高有利于客户资源的稳定发展；投资者受教育程度的提高以及个人素质的提高,有利于证券市场秩序的稳定,同时也有利于创新品种的推广；证券市场上产品和服务的品种越来越丰富,融资融券等创新业务的推广,可以满足客户越来越多样化的需求；科技的进步,互联网以及3G业务的日新月异,为证券经纪业务开辟了很多服务通道。华泰证券经纪业务所面临的威胁主要来自客户和现有的同行竞争者。随着客户需求的越来越多样化,单一的业务模式已经不能够满足他们对于价格和服务的敏感度；此外,同行业之间的竞争越来越激烈,由于普遍存在经营模式单一化以及服务同质化的特点,为了更好的吸引客户,各券商便会将价格竞争进行到底,以致演变为恶性竞争。文章通过价值链分析法,对公司内部条件的优势和劣势进行了总结分析。公司的内部资源优势主要体现在：华泰控股集团的综合实力以及规模优势；公司在客户关系管理方面比较先进的理念和先进的技术；在人力资源管理方面,能吸引和培养出一批富有创造性的人才；在营销管理方面,有先进的营销手段和强大的营销推广团队；财务管理方面,财务状况良好；在创新管理方面,产品和服务的创新为证券经纪业务提供保障。紫金理财服务体系、紫金理财大讲堂、涨乐理财、涨乐微博等对证券经纪业务的支持作用今后还有很大的发挥余地。当然在某些方面也存在一定劣势需要改进,比如营业部经营效率不高；地区分配不平衡；产品和服务的差异化程度不够等,公司的品牌影响力仍有待进一步提升。文章通过比较分析得出结论：华泰证券经纪业务的最佳竞争战略应该是差异化竞争战略,即通过差异化的产品和服务,打造全业务链的财富管理平台,以形成自身独特的核心竞争力,实现公司的经营目标。在研究过程中,文章针对成本领先战略、差异化战略以及集中战略三种战略对华泰证券经纪业务的适用性进行了分析比较,并且借鉴国外证券公司经纪业务的竞争战略的经验,对于华泰证券竞争战略的制定、实施和保障,具有积极意义。由于华泰证券的经纪业务在证券行业具代表性,华泰证券经纪业务的竞争战略研究,对同行业的其它公司和其它相关金融机构的战略管理应该有一定的借鉴意义和现实意义。
[Abstract]:Huatai Securities Limited by Share Ltd is Chinese Commission approved by the comprehensive securities company, one of the earliest brokerage is access to innovative pilot qualifications. After twenty years of development, the company has basically formed a set of securities, funds, futures, direct investment and overseas business as a whole, the internationalization of securities holding group structure.2010 February 26 on the Shanghai Stock Exchange listed securities brokerage business has been one of the core business of securities companies, securities companies is a major source of income. So the study on securities brokerage business competitive strategy has some practical significance for the long-term development of securities companies.
The purpose of this paper is, by using related theories of competitive strategy, combined with the actual situation of Huatai Securities brokerage business, Huatai Securities brokerage business through the analysis of the external environment and internal factors, determine the strategic competition differentiation strategy is conducive to the long-term development of the brokerage business, and puts forward a series of strategic security measures.
This paper uses the PEST method to analysis the macro environment analysis, and the use of five kinds of competitive model to analyze the industry competition environment, summed up the face of Huatai Securities brokerage business opportunities are as follows: improving the relevant laws and regulations, regulatory authorities "provincial limit inferior" policy to provide opportunities for the development of securities brokerage business of the company, "investment the Interim Provisions on the introduction of advisory business has a certain competitive advantage of compliance management and Huatai Securities brokerage business has a source of income; industry deregulation, especially the development of mixed arrangement of the public is gradually liberalized, our integrated financial services platform to further enrich the connotation, provides the conditions for the company business and cross business to enhance the overall strength; stable and sustained development of national economy provide economic guarantee for the development of China stock market income; Is conducive to the stable development of customer resources to improve investors; improve the level of education and improve the quality of the individual, is conducive to the stability of the securities market, but also conducive to the promotion of innovative varieties; products and services on the stock market more and more rich variety of promotion, margin financing and other innovative businesses, can satisfy the customer more and more the diversification of the demand; the progress of science and technology, the Internet and change rapidly 3G business, opened up a lot of service channels for securities brokerage business. Huatai Securities brokerage business faced major threats from customers and existing competitors. With the customer demand more and more diversified, single business model has not been able to meet them for the price and service sensitivity; in addition, competition between the same industry is more and more fierce, because of the widespread single operation mode and service quality In order to attract customers better, the securities dealers will make the price competition to the end and turn into vicious competition in order to attract customers better.
Through the value chain analysis, the internal advantages and disadvantages are analyzed. The internal resources advantage is mainly reflected in: the comprehensive strength and scale advantages of Huatai Holdings Company; advanced in customer relationship management concepts and advanced technology; in the management of human resources, can attract and cultivate a group of creative talents; in marketing management, advanced marketing means and strong marketing team; financial management, financial condition; in the innovation management, innovative products and services to provide protection for the securities brokerage business. Zijin Zijin financial services system, financial forum, Zhang Le finance micro-blog music, support up to the securities brokerage business in the future there is great scope in. Of course there are also some disadvantages need to be improved, For example, the business department's business efficiency is not high, the regional distribution is not balanced, the degree of differentiation between products and services is not enough, and the brand impact of the company needs further improvement.
The article concludes by comparison: the best competitive strategy of Huatai Securities brokerage business should be differentiated competitive strategy, through the differentiated products and services, create wealth management platform of whole business chain, to form their own unique core competitiveness and achieve the company's business objectives. In the course of the study, according to the cost leadership strategy the applicability, differentiation strategy and centralization strategy three strategies of Huatai Securities brokerage business are analyzed and compared, and learn from the foreign securities brokerage business competitive strategy for the development of China's experience, the Thai stock competition strategy, implementation and security, has a positive meaning. Because of Huatai Securities in the securities brokerage business representative Study on the competitive strategy of industry, Huatai Securities brokerage business, strategic management of other companies in the same industry and other relevant financial institutions should have a certain The reference and practical significance.

【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.51

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