中信万通证券差异化战略研究

发布时间：2018-03-19 14:16

本文选题：差异化战略　切入点：五力分析模型　出处：《青岛科技大学》2013年硕士论文　论文类型：学位论文

【摘要】：竞争是与商品生产和市场经济密切联系的历史范畴。多年来,我国证券公司在市场竞争中一直处于“卖方市场”地位。这种情况在证券交易的初期阶段尤其明显：处于此阶段的证券产品往往出现供大于求的状况,这也在一定程度上造成目前证券企业普遍存在着市场竞争意识不足等问题。市场信息的单向流动机制是卖方市场机制下证券经纪业务的最鲜明的特点。由于客户需求大都只需证券企业仅提供最基本的金融服务就可以,再加上受制于理财手段比较匮乏,于是处于此阶段的证券企业缺乏应有的战略管理意识,对金融服务意识普遍存在着淡薄的问题。换句话说就是券商生产什么产品或者向客户提供什么样的服务都由券商来决定,这就造成券商大都不太注重客户的需求。本文从分析竞争战略理论入手,对差异化战略相关理论进行综述,为中信万通证券差异化战略的选择奠定重要的理论基础。接着运用PEST分析模型与波特五力模型分析中信万通证券所面临的内外部环境,重点分析中信万通证券业务现状以及所存在的问题。在SWOT分析的基础上,本文结合中信万通证券面临的市场竞争环境及其企业自身内部资源和能力分析,进行中信万通证券差异化战略及其策略的选择,从产品的差异化、服务的差异化、市场研究的差异化、品牌形象的差异化、资本规模的差异化、资源配置和成本控制的差异化等六个方面来具体提出适合中信万通证券发展的具体差异化策略。紧接着,文章对中信万通证券差异化战略进行推进实施,并提出推进实施原则,最后文章在证券经纪业务、组织机构的创新、投资银行业务、证券资产管理业务、证券自营业务、长效激励机制建设和网络系统治理等七个层面提出中信万通证券差异化战略推进实施建议,为实现中信万通差异化扩张目标提供重要参考。本文采用竞争战略理论,系统研究中信万通证券差异化战略的选择和实施,这对于提升中信万通证券的成长潜力,提高其市场竞争力具有极其重要的价值。
[Abstract]:Competition is a historical category closely related to commodity production and market economy. Chinese securities companies have always been in the "seller's market" position in the market competition. This kind of situation is especially obvious in the initial stage of securities trading: the securities products in this stage are often in a situation of oversupply. To a certain extent, these problems have resulted in the lack of market competition consciousness in securities enterprises. The one-way flow mechanism of market information is the most distinct feature of securities brokerage business under the seller's market mechanism. Most of the demand only requires securities companies to provide only the most basic financial services. Coupled with the lack of financial means, securities companies at this stage lack the sense of strategic management that they should have. In other words, the securities firms decide what products they produce or what kind of services they provide to customers, which causes them to pay less attention to the needs of customers. Starting with the analysis of competitive strategy theory, this paper summarizes the related theories of differentiation strategy. It lays an important theoretical foundation for the choice of differentiation strategy of CITIC Wantong Securities, and then uses PEST analysis model and Porter five Force Model to analyze the internal and external environment facing CITIC Wantong Securities. On the basis of SWOT analysis, this paper analyzes the market competition environment faced by CITIC Wantong Securities and the internal resources and capabilities of CITIC Wantong Securities. From the product differentiation, the service differentiation, the market research differentiation, the brand image differentiation, the capital scale differentiation, the CITIC Wantong Securities differentiation strategy and strategy choice, Six aspects, such as resource allocation and cost control, are put forward to put forward the specific differentiation strategies suitable for the development of CITIC Wantong Securities. Then, the article advances the implementation of the differentiation Strategy of CITIC Wantong Securities and puts forward the principles of promoting the implementation of the differentiation Strategy of CITIC Wantong Securities. Finally, the article deals with securities brokerage business, organizational innovation, investment banking business, securities asset management business, securities self-management business, In order to realize the goal of differential expansion of CITIC Wantong, seven aspects of long-term incentive mechanism construction and network system governance are proposed to promote the implementation of CITIC Wantong Securities differentiation Strategy. This paper systematically studies the selection and implementation of CITIC Wantong Securities differentiation strategy by using the theory of competitive strategy, which is of great value to promote the growth potential of CITIC Wantong Securities and enhance its market competitiveness.
【学位授予单位】：青岛科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F832.51

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