招商证券经纪业务竞争战略研究

发布时间：2018-06-15 20:19

本文选题：竞争战略 + 招商证券　；参考：《西安理工大学》2017年硕士论文

【摘要】：随着时代的进步,经济全球化逐渐成了今天的新常态,中国的经济发展迅猛,使得我国的证券业也高速发展。证券行业拥有较好的发展环境与机会,使得证券行业的券商快速增加,目前中国的证券公司总共有126家,证券业正以蓬勃之势发展。国内券商间竞争激烈,再加上外来资本进入中国市场也给国内的本国证券公司带来了巨大的竞争。当今这种新形势之下,招商证券公司需要不断加强自身的发展速度、综合实力,抓住市场有利机遇。增强自身竞争核心优势,在证券市场实现更大的收益。本研究以招商证券为研究对象,首先对招商证券经纪业务的现状以及面临的外部环境进行分析,介绍了招商证券的概况,对经纪业务的收益情况、业务结构进行分析,并对公司人才状况及企业文化进行分析;其次,运用PEST分析法对证券行业宏观环境进行分析,并对行业发展趋势以及五力竞争状况进行分析,依据以上分析,运用SWOT分析法识别出招商证券内部优势、劣势以及外部机遇、威胁。综合招商证券内部优势、劣势以及外部环境的机遇、威胁,依据竞争战略理论,提出招商证券三种备选战略:差异化战略、低成本战略、集中化战略,通过对这三种战略的定性与定量分析,得出最终评价结果,确定招商证券应实施差异化战略,具体的方案内容是,产品差异化和服务差异化。产品差异化包括面向个人客户的产品创新、面向机构客户的产品创新、面向企业客户的产品创新;服务差异化包括重视客户风险测评、构建“以客户为中心”的营销服务模式、提升服务能力,优化服务方式、加强与客户沟通,落实客户意见。最后,为了保证差异化战略的成功实施,对招商证券竞争战略成功实施提出四方面有效建议,包括组织结构的革新、健全管理创新制度、加强人力资源建设、完善财务管理。
[Abstract]:With the progress of the times, the economic globalization has gradually become the new normal of today. China's economic development is swift and violent, which makes the securities industry of our country develop rapidly. The securities industry has a good development environment and opportunity, which makes the securities business of the securities industry increase rapidly. At present, there are a total of 126 certificate companies in China, and the securities industry is booming. With the fierce competition between domestic securities companies and the entry of foreign capital into the Chinese market, the domestic securities companies have also brought great competition. Under this new situation, China Merchants Securities companies need to strengthen their own development speed, comprehensive strength, seize the favorable market opportunities, strengthen their own competitive core advantages, in the securities market. In this study, we take China Merchants Securities as the research object, first of all, analyze the current situation of China Merchants Securities brokerage business and the external environment, introduce the general situation of China Merchants Securities, analyze the profit of the brokerage business, analyze the business structure, and analyze the talent status and enterprise culture of the company; secondly, use PES The T analysis method analyses the macro environment of the securities industry, and analyzes the development trend of the industry and the competition status of the five forces. According to the above analysis, the internal advantages, disadvantages and external opportunities of China Merchants Securities are identified by the analysis of SWOT, and the advantages, disadvantages and external environment opportunities, threats, threats, and competition are based on competition. The strategic theory puts forward three kinds of alternative strategies for China Merchants Securities: differentiation strategy, low cost strategy and centralized strategy. Through qualitative and quantitative analysis of these three strategies, the final evaluation results are obtained, and the differentiation strategy should be implemented. The specific plan content is product differentiation and service differentiation. Product differentiation includes face. To the product innovation of individual customers, product innovation oriented to institutional customers and product innovation oriented to enterprise customers; service differentiation includes paying attention to customer risk assessment, constructing "customer centered" marketing service mode, improving service ability, optimizing service mode, strengthening communication with customers and implementing customer opinions. Finally, in order to guarantee the difference The successful implementation of the alienation strategy puts forward four effective suggestions for the successful implementation of China Merchants Securities competition strategy, including innovation of organizational structure, perfect management innovation system, strengthening human resources construction and perfecting financial management.
【学位授予单位】：西安理工大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F832.51

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