ZJ信托公司竞争战略研究

发布时间：2018-01-10 08:02

本文关键词：ZJ信托公司竞争战略研究　出处：《南京大学》2014年硕士论文　论文类型：学位论文

【摘要】：ZJ信托前身为南京市信托投资公司,成立于1992年。2010年引入多家战略投资者实施重组,注册资本增至5亿元人民币,并更名为“ZJ信托有限责任公司”(下文简称ZJ信托),于2010年11月开业。信托行业的准入门槛非常高,近年来,信托行业发展迅速,ZJ信托作为一家年轻的公司,无论是规模还是收入都远低于行业平均水平。本文通过从ZJ信托的内外部环境进行分析,明确外部的机会和威胁,寻找自身优势,弥补自身劣势,明确ZJ信托在目前市场环境下的竞争战略定位与选择。具体而言,本文可以分为三部分。第一部分包括第一、二章节,简略介绍研究背景,阐述本文的研究目的与方法,结合竞争战略理论对信托行业进行了探讨,介绍并对比了国内外信托行业的发展现状和趋势；第二部分包括第三、四章,首先对ZJ集团发展现状进行了简单的分析；再使用PEST分析工具及五力模型对企业内外部环境进行了详细的分析；最后通过内外部环境份额分析,通过战略SWOT矩阵进行总结,通过与标杆企业的对比,得出ZJ信托的战略定位。第三部分为第五章,总结了ZJ信托的竞争战略以及实施保障。
[Abstract]:ZJ Trust, formerly known as Nanjing Trust and Investment Company, was established on 1992. In 2010, it introduced a number of strategic investors to implement restructuring, the registered capital increased to 500 million yuan. And renamed "ZJ Trust Co., Ltd." (hereinafter referred to as ZJ Trust, opened in November 2010. The trust industry has a very high entry threshold, in recent years, the trust industry has developed rapidly. As a young company, ZJ Trust is far below the industry average in terms of scale and income. This paper analyzes the internal and external environment of ZJ Trust to identify the external opportunities and threats. Look for their own advantages, make up for their own weaknesses, clear ZJ trust in the current market environment under the competitive strategy positioning and choice. Specifically, this paper can be divided into three parts. The first part includes the first and second chapters. This paper briefly introduces the research background, expounds the purpose and method of this paper, discusses the trust industry in combination with the theory of competitive strategy, and introduces and compares the present situation and trend of the trust industry at home and abroad. The second part includes the third and fourth chapters. Firstly, the development of ZJ Group is analyzed. Then use the PEST analysis tool and the five-force model to analyze the internal and external environment of the enterprise in detail; Finally, through the internal and external environment share analysis, through strategic SWOT matrix summary, through the comparison with benchmarking enterprises, the strategic positioning of ZJ trust. The third part is 5th chapter. The competitive strategy and implementation guarantee of ZJ Trust are summarized.
【学位授予单位】：南京大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F832.49;F271

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