CF证券股份有限公司竞争策略研究

发布时间：2018-07-16 15:32

【摘要】：证券公司作为推动我国资本市场快速稳健发展的一支重要力量，已成为中国社会主义市场经济的重要组成部分。截止2011年底，我国证券公司（规范后）数量已达109家，营业部接近5000家，，注册资本金突破1200亿元。在我国资本市场处于结构性调整和完善基础制度的初级发展阶段，我国证券公司普遍表现为盈利方式唯一、服务方式趋同、经营管理不够精细、没有特色、核心竞争力不强、创新能力不强。随着我国经济结构和产业布局的进一步调整、国有资产管理体制改革的进一步深化，证券市场将真正迎来大发展、大创新时代。证券业的盈利模式、竞争模式和竞争格局都将发生重大转变。虽然传统通道制的盈利模式仍可以获得一定的利润空间，但佣金市场化必将导致利润率降低，而投资顾问、集合受托理财等非通道业务将迅速发展，并可能成为高成长、高收益的稳定收入来源。全面创新与规模化、集团化发展将成为证券公司竞争发展的关键。而规模小、缺乏核心竞争力的证券公司将被兼并或者破产。CF证券公司面对这样残酷的竞争态势，就必须循序渐进、加快盈利模式和经营机制的市场化转型，走出有自己特色的发展道路。而要做到这些就必须有清晰明确的竞争策略。这样才能在竞争中获得胜利。制定有效的竞争策略是企业在市场中立于不败之地的核心。关键点是发掘企业自身的潜在优势，而这些优势正是竞争对手所没有或缺少的特殊能力。利用这些特色，企业能为客户提高更便捷、有效的产品或服务。企业更应着重分析产业竞争中深层次的要素，并准确定位自己的优势和劣势，整合企业宝贵的资源，把人力、财力、物力都用到企业的优势方面，把自己的特色做大、做强。这样才能有效提高企业的市场份额和创利能力。本文介绍了中国证券业发展现状和存在的问题，并对当前证券公司所处的国内外经济环境和证券业竞争环境进行了深入的解析，结合CF证券的实际情况，利用SWOT分析法、迈克尔·波特的竞争战略理论，确定现阶段促进CF证券公司发展所应采取的竞争策略。针对不同的业务应用不同的竞争策略。来实现CF证券公司发展的目标，也就是把公司建设成具有核心竞争力、可持续发展的现代金融控股集团公司。本文只是基于CF证券公司本身的情况制定的竞争策略，对于其他的证券公司有一定的借鉴和启示。
[Abstract]:As an important force to promote the rapid and steady development of China's capital market, securities companies have become an important part of China's socialist market economy. By the end of 2011, the number of securities companies in China has reached 109, the business department is close to 5000, and the registered capital exceeds 120 billion yuan. The capital market in China is in the primary stage of structural adjustment and improvement of the basic system. The securities companies in our country generally express themselves as the only way of profit, the convergence of service mode, the lack of fine management and management, the lack of characteristics, and the lack of core competitiveness. The ability to innovate is not strong. With the further adjustment of China's economic structure and industrial distribution, and the further deepening of the reform of the state-owned assets management system, the securities market will truly usher in a great development and a great era of innovation. The profit model, competition mode and competition pattern of securities industry will all change greatly. Although the profit model of the traditional channel system can still gain a certain profit margin, the marketization of commission will inevitably lead to a decrease in profit margin, while the non-channel business such as investment advisers, collective entrusted financing and other non-channel businesses will develop rapidly and may become high growth. A stable source of income with high yields. Overall innovation and scale, collectivization and development will become the key to the development of securities company competition. However, the securities companies with small scale and lack of core competitiveness will be merged or bankrupt. CF securities companies will face such cruel competition situation. They must step by step and speed up the market-oriented transformation of profit models and management mechanisms. Walk out of the development road with its own characteristics. To do this, there must be a clear competitive strategy. Only in this way can we win in the competition. Effective competition strategy is the core of an enterprise in an invincible position in the market. The key point is to explore the potential advantages of the enterprise itself, and these advantages are unique capabilities that competitors do not have or lack. Taking advantage of these characteristics, enterprises can improve more convenient and effective products or services for customers. Enterprises should focus on the analysis of the deep-seated elements in the industrial competition, and accurately locate their own strengths and weaknesses, integrate the valuable resources of enterprises, use human, financial and material resources to the advantages of enterprises, and make their own characteristics bigger and stronger. Only in this way can the market share and profit creation ability of enterprises be effectively improved. This paper introduces the present situation and existing problems of the securities industry in China, and analyzes the domestic and foreign economic environment and the competitive environment of the securities industry at home and abroad. Combined with the actual situation of CF securities, the SWOT analysis method is used. Michael Porter's theory of competition strategy determines the competitive strategy that should be adopted to promote the development of CF securities company at this stage. Different competition strategies are applied to different business. To achieve the development of CF securities company, that is, to build the company into a core competitiveness, sustainable development of modern financial holding group company. This paper is based on CF securities company's own situation to formulate the competitive strategy, for other securities companies have some reference and inspiration.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F832.51

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