發(fā)布時(shí)間：2018-01-02 09:41

  本文關(guān)鍵詞：華泰證券經(jīng)紀(jì)業(yè)務(wù)競(jìng)爭戰(zhàn)略研究　出處：《山東大學(xué)》2012年碩士論文　論文類型：學(xué)位論文

  更多相關(guān)文章： 華泰證券 經(jīng)紀(jì)業(yè)務(wù) 競(jìng)爭戰(zhàn)略 差異化戰(zhàn)略

【摘要】：華泰證券股份有限公司是中國證監(jiān)會(huì)首批批準(zhǔn)的綜合類證券公司,也是全國最早獲得創(chuàng)新試點(diǎn)資格的券商之一。經(jīng)過二十年的發(fā)展,公司已經(jīng)基本形成集證券、基金、期貨、直接投資和海外業(yè)務(wù)等為一體的、國際化的證券控股集團(tuán)架構(gòu)。2010年2月26在上海交易所上市證券經(jīng)紀(jì)業(yè)務(wù)一直是證券公司的核心業(yè)務(wù)之一,也是證券公司經(jīng)營收入的主要來源。所以證券經(jīng)紀(jì)業(yè)務(wù)競(jìng)爭戰(zhàn)略的研究對(duì)于證券公司的長遠(yuǎn)發(fā)展有一定的現(xiàn)實(shí)意義。 本文的寫作目的是,運(yùn)用競(jìng)爭戰(zhàn)略的相關(guān)理論,結(jié)合華泰證券經(jīng)紀(jì)業(yè)務(wù)的實(shí)際情況,通過對(duì)華泰證券經(jīng)紀(jì)業(yè)務(wù)外部環(huán)境和內(nèi)部因素的分析,確定有利于公司經(jīng)紀(jì)業(yè)務(wù)長期發(fā)展的競(jìng)爭戰(zhàn)略——差異化競(jìng)爭戰(zhàn)略,并提出一系列戰(zhàn)略保障措施。 文章通過運(yùn)用PEST分析法對(duì)宏觀環(huán)境加以分析,并運(yùn)用五種競(jìng)爭力模型對(duì)行業(yè)競(jìng)爭環(huán)境進(jìn)行分析,總結(jié)出華泰證券經(jīng)紀(jì)業(yè)務(wù)面臨的外部機(jī)會(huì)如下：相關(guān)法律法規(guī)的完善,監(jiān)管部門“扶優(yōu)限劣”政策為公司的證券經(jīng)紀(jì)業(yè)務(wù)發(fā)展提供機(jī)會(huì),《投資顧問業(yè)務(wù)暫行規(guī)定》的出臺(tái)對(duì)合規(guī)經(jīng)營且具有一定競(jìng)爭優(yōu)勢(shì)的華泰證券的經(jīng)紀(jì)業(yè)務(wù)增加了一個(gè)收入來源；行業(yè)管制的放松,尤其是混業(yè)化發(fā)展制度安排的逐步放開,公為司綜合金融服務(wù)平臺(tái)內(nèi)涵的進(jìn)一步豐富,為公司綜合經(jīng)營和跨業(yè)務(wù)經(jīng)營整體實(shí)力的提高提供了條件；國民經(jīng)濟(jì)的持續(xù)穩(wěn)定發(fā)展為中國證券市場(chǎng)的發(fā)展提供經(jīng)濟(jì)保障；居民收入的提高有利于客戶資源的穩(wěn)定發(fā)展；投資者受教育程度的提高以及個(gè)人素質(zhì)的提高,有利于證券市場(chǎng)秩序的穩(wěn)定,同時(shí)也有利于創(chuàng)新品種的推廣；證券市場(chǎng)上產(chǎn)品和服務(wù)的品種越來越豐富,融資融券等創(chuàng)新業(yè)務(wù)的推廣,可以滿足客戶越來越多樣化的需求；科技的進(jìn)步,互聯(lián)網(wǎng)以及3G業(yè)務(wù)的日新月異,為證券經(jīng)紀(jì)業(yè)務(wù)開辟了很多服務(wù)通道。華泰證券經(jīng)紀(jì)業(yè)務(wù)所面臨的威脅主要來自客戶和現(xiàn)有的同行競(jìng)爭者。隨著客戶需求的越來越多樣化,單一的業(yè)務(wù)模式已經(jīng)不能夠滿足他們對(duì)于價(jià)格和服務(wù)的敏感度；此外,同行業(yè)之間的競(jìng)爭越來越激烈,由于普遍存在經(jīng)營模式單一化以及服務(wù)同質(zhì)化的特點(diǎn),為了更好的吸引客戶,各券商便會(huì)將價(jià)格競(jìng)爭進(jìn)行到底,以致演變?yōu)閻盒愿?jìng)爭。 文章通過價(jià)值鏈分析法,對(duì)公司內(nèi)部條件的優(yōu)勢(shì)和劣勢(shì)進(jìn)行了總結(jié)分析。公司的內(nèi)部資源優(yōu)勢(shì)主要體現(xiàn)在：華泰控股集團(tuán)的綜合實(shí)力以及規(guī)模優(yōu)勢(shì)；公司在客戶關(guān)系管理方面比較先進(jìn)的理念和先進(jìn)的技術(shù)；在人力資源管理方面,能吸引和培養(yǎng)出一批富有創(chuàng)造性的人才；在營銷管理方面,有先進(jìn)的營銷手段和強(qiáng)大的營銷推廣團(tuán)隊(duì)；財(cái)務(wù)管理方面,財(cái)務(wù)狀況良好；在創(chuàng)新管理方面,產(chǎn)品和服務(wù)的創(chuàng)新為證券經(jīng)紀(jì)業(yè)務(wù)提供保障。紫金理財(cái)服務(wù)體系、紫金理財(cái)大講堂、漲樂理財(cái)、漲樂微博等對(duì)證券經(jīng)紀(jì)業(yè)務(wù)的支持作用今后還有很大的發(fā)揮余地。當(dāng)然在某些方面也存在一定劣勢(shì)需要改進(jìn),比如營業(yè)部經(jīng)營效率不高；地區(qū)分配不平衡；產(chǎn)品和服務(wù)的差異化程度不夠等,公司的品牌影響力仍有待進(jìn)一步提升。 文章通過比較分析得出結(jié)論：華泰證券經(jīng)紀(jì)業(yè)務(wù)的最佳競(jìng)爭戰(zhàn)略應(yīng)該是差異化競(jìng)爭戰(zhàn)略,即通過差異化的產(chǎn)品和服務(wù),打造全業(yè)務(wù)鏈的財(cái)富管理平臺(tái),以形成自身獨(dú)特的核心競(jìng)爭力,實(shí)現(xiàn)公司的經(jīng)營目標(biāo)。在研究過程中,文章針對(duì)成本領(lǐng)先戰(zhàn)略、差異化戰(zhàn)略以及集中戰(zhàn)略三種戰(zhàn)略對(duì)華泰證券經(jīng)紀(jì)業(yè)務(wù)的適用性進(jìn)行了分析比較,并且借鑒國外證券公司經(jīng)紀(jì)業(yè)務(wù)的競(jìng)爭戰(zhàn)略的經(jīng)驗(yàn),對(duì)于華泰證券競(jìng)爭戰(zhàn)略的制定、實(shí)施和保障,具有積極意義。由于華泰證券的經(jīng)紀(jì)業(yè)務(wù)在證券行業(yè)具代表性,華泰證券經(jīng)紀(jì)業(yè)務(wù)的競(jìng)爭戰(zhàn)略研究,對(duì)同行業(yè)的其它公司和其它相關(guān)金融機(jī)構(gòu)的戰(zhàn)略管理應(yīng)該有一定的借鑒意義和現(xiàn)實(shí)意義。
[Abstract]:Huatai Securities Limited by Share Ltd is Chinese Commission approved by the comprehensive securities company, one of the earliest brokerage is access to innovative pilot qualifications. After twenty years of development, the company has basically formed a set of securities, funds, futures, direct investment and overseas business as a whole, the internationalization of securities holding group structure.2010 February 26 on the Shanghai Stock Exchange listed securities brokerage business has been one of the core business of securities companies, securities companies is a major source of income. So the study on securities brokerage business competitive strategy has some practical significance for the long-term development of securities companies.
The purpose of this paper is, by using related theories of competitive strategy, combined with the actual situation of Huatai Securities brokerage business, Huatai Securities brokerage business through the analysis of the external environment and internal factors, determine the strategic competition differentiation strategy is conducive to the long-term development of the brokerage business, and puts forward a series of strategic security measures.
This paper uses the PEST method to analysis the macro environment analysis, and the use of five kinds of competitive model to analyze the industry competition environment, summed up the face of Huatai Securities brokerage business opportunities are as follows: improving the relevant laws and regulations, regulatory authorities "provincial limit inferior" policy to provide opportunities for the development of securities brokerage business of the company, "investment the Interim Provisions on the introduction of advisory business has a certain competitive advantage of compliance management and Huatai Securities brokerage business has a source of income; industry deregulation, especially the development of mixed arrangement of the public is gradually liberalized, our integrated financial services platform to further enrich the connotation, provides the conditions for the company business and cross business to enhance the overall strength; stable and sustained development of national economy provide economic guarantee for the development of China stock market income; Is conducive to the stable development of customer resources to improve investors; improve the level of education and improve the quality of the individual, is conducive to the stability of the securities market, but also conducive to the promotion of innovative varieties; products and services on the stock market more and more rich variety of promotion, margin financing and other innovative businesses, can satisfy the customer more and more the diversification of the demand; the progress of science and technology, the Internet and change rapidly 3G business, opened up a lot of service channels for securities brokerage business. Huatai Securities brokerage business faced major threats from customers and existing competitors. With the customer demand more and more diversified, single business model has not been able to meet them for the price and service sensitivity; in addition, competition between the same industry is more and more fierce, because of the widespread single operation mode and service quality In order to attract customers better, the securities dealers will make the price competition to the end and turn into vicious competition in order to attract customers better.
Through the value chain analysis, the internal advantages and disadvantages are analyzed. The internal resources advantage is mainly reflected in: the comprehensive strength and scale advantages of Huatai Holdings Company; advanced in customer relationship management concepts and advanced technology; in the management of human resources, can attract and cultivate a group of creative talents; in marketing management, advanced marketing means and strong marketing team; financial management, financial condition; in the innovation management, innovative products and services to provide protection for the securities brokerage business. Zijin Zijin financial services system, financial forum, Zhang Le finance micro-blog music, support up to the securities brokerage business in the future there is great scope in. Of course there are also some disadvantages need to be improved, For example, the business department's business efficiency is not high, the regional distribution is not balanced, the degree of differentiation between products and services is not enough, and the brand impact of the company needs further improvement.
The article concludes by comparison: the best competitive strategy of Huatai Securities brokerage business should be differentiated competitive strategy, through the differentiated products and services, create wealth management platform of whole business chain, to form their own unique core competitiveness and achieve the company's business objectives. In the course of the study, according to the cost leadership strategy the applicability, differentiation strategy and centralization strategy three strategies of Huatai Securities brokerage business are analyzed and compared, and learn from the foreign securities brokerage business competitive strategy for the development of China's experience, the Thai stock competition strategy, implementation and security, has a positive meaning. Because of Huatai Securities in the securities brokerage business representative Study on the competitive strategy of industry, Huatai Securities brokerage business, strategic management of other companies in the same industry and other relevant financial institutions should have a certain The reference and practical significance.

【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2012
【分類號(hào)】：F832.51

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