YH基金管理有限公司发展战略研究

发布时间：2018-03-25 04:00

本文选题：发展战略　切入点：PEST　出处：《西北农林科技大学》2012年硕士论文

【摘要】：近年来，基金业由过去快速发展到进入相对瓶颈阶段。其突出表现是，基金产品创新加快、产品数量不断增加，但行业规模扩张却停滞不前。这种宏观经营环境的变化，使众多中小基金管理公司发展面临严峻的挑战。YH基金管理有限公司作为一家国有中小型基金公司，如何面对新的竞争形势，特别是如何在生存基础上，围绕公司存在的新问题，制定有效的应对挑战发展战略，成为当前YH基金管理有限公司谋求发展过程中的头等大事。本文以YH基金管理有限公司为研究案例，结合YH基金管理有限公司发展特征和运用公司的真实数据，，通过系统分析YH基金管理有限公司的外部（宏观）经营环境，客观评价YH基金管理有限公司的微观经营环境，揭示该公司发展中存在的战略问题。在此基础上，从促进公司摆脱不利竞争、提高综合竞争能力角度，研究和制定YH基金管理有限公司发展战略规划（2012-2014），为YH基金管理有限公司健康发展发挥引领作用，并为YH基金管理有限公司长期、可持续发展奠定坚实的基础。论文研究内容为：一是应用PEST分析方法，对YH基金管理有限公司运行中的外部环境进行分析，运用改进后的六力产业竞争模型分析基金行业的竞争状况，在此基础上凝练和形成YH基金管理有限公司发展中面临的机会和威胁。二是运用EFE矩阵评价模型，对YH基金管理有限公司内部环境及其影响因素进行评价，在此基础上凝练和形成YH基金管理有限公司自身的优势和劣势。三是综合PEST分析和EFE评价结果，明确了YH基金管理有限公司的定位和目标，并运用SWOT矩阵制定备选战略方案；运用QSP矩阵分析选出最佳方案。本文研究认为，未来若干年YH基金管理有限公司应该制定和实施具有差异性的集中多元化战略。为保障该战略有效实施，本文还建议该公司应该更加注重实施新产品开发、营销拓展、网络直销、人力资源战略、核心团队建设、企业文化建设等战略措施
[Abstract]:In recent years, the fund industry has developed rapidly from the past to the stage of relative bottleneck. Its outstanding performance is that the innovation of fund products is accelerated, the number of products is increasing, but the expansion of industry scale is stagnant. The development of many small and medium-sized fund management companies faces severe challenges. YH Fund Management Co., Ltd. as a state-owned small and medium-sized fund companies, how to face the new competitive situation, especially on the basis of survival, around the company's new problems. To formulate an effective development strategy to deal with challenges has become the top priority in the process of YH Fund Management Co., Ltd. This paper takes YH Fund Management Co., Ltd. as a case study, combined with the development characteristics of YH Fund Management Co., Ltd. and using the real data of the company, through systematic analysis of the external (macro) operating environment of YH Fund Management Co., Ltd. This paper objectively evaluates the microcosmic operating environment of YH Fund Management Co., Ltd., and reveals the strategic problems existing in the development of YH Fund Management Co., Ltd. On this basis, from the angle of promoting the company to get rid of unfavorable competition and improve its comprehensive competitive ability, This paper studies and formulates the development strategy plan of YH Fund Management Co., Ltd. 2012-2014, which plays a leading role in the healthy development of YH Fund Management Co., Ltd. and lays a solid foundation for the long-term and sustainable development of YH Fund Management Co., Ltd. The main contents of this paper are as follows: first, the external environment of YH Fund Management Co., Ltd. is analyzed by using PEST analysis method, and the competitive status of the fund industry is analyzed by using the improved six-force industrial competition model. On this basis, the opportunities and threats in the development of YH Fund Management Co., Ltd. (YH) are condensed and formed. Secondly, the internal environment of YH Fund Management Co., Ltd and its influencing factors are evaluated by using EFE matrix evaluation model. On this basis, the advantages and disadvantages of YH Fund Management Co., Ltd. are condensed and formed. Thirdly, the positioning and goal of YH Fund Management Co., Ltd. is defined by synthesizing the PEST analysis and EFE evaluation results, and the alternative strategic plan is formulated by using SWOT matrix. QSP matrix analysis is used to select the best scheme. In order to ensure the effective implementation of the strategy, this paper also suggests that the company should pay more attention to the implementation of new product development. Marketing expansion, network direct marketing, human resources strategy, core team building, corporate culture construction and other strategic measures
【学位授予单位】：西北农林科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.39

【参考文献】