【摘要】：中國期貨行業(yè)經(jīng)過近20年發(fā)展,經(jīng)歷了初期發(fā)展、治理整頓以及法規(guī)重塑后,自2008年后進(jìn)入了一個高速發(fā)展的新時期。近年來伴隨著經(jīng)濟(jì)環(huán)境的起伏,期貨行業(yè)也經(jīng)歷了券商兼并期貨公司浪潮、金融期貨的推出以及分類監(jiān)管推出等行業(yè)變革,整個行業(yè)無論是外部環(huán)境還是內(nèi)部參與者均發(fā)生了本質(zhì)的變化。一方面來看,新品種的不斷推出以及政策法規(guī)體系的不斷完善,使得行業(yè)參與者爆發(fā)式增長,帶來了極大的機(jī)遇；另一方面來看,行業(yè)競爭格局發(fā)生分化,券商系期貨公司憑借資本集聚以及資源積累擠占了傳統(tǒng)系期貨公司生存空間,引發(fā)了激烈的低價手續(xù)費(fèi)競爭,使得整個行業(yè)盈利水平迅速下移。 上海大陸期貨有限公司成立于1994年,作為國內(nèi)第一批大型專業(yè)期貨公司典型代表之一,主營業(yè)務(wù)范圍為國內(nèi)商品期貨和金融期貨業(yè)務(wù)。作為傳統(tǒng)型期貨公司,曾憑借期貨培訓(xùn)等傳統(tǒng)營銷手段占據(jù)了一定的市場份額。然而面對具有深厚產(chǎn)業(yè)背景的現(xiàn)貨系期貨公司以及具有豐富客戶沉淀的券商系期貨公司,傳統(tǒng)期貨公司面臨潛在經(jīng)營的困境。因此研究其進(jìn)一步的發(fā)展戰(zhàn)略意義重大。 本文主要以上海大陸期貨有限公司為典型,旨在對行業(yè)競爭狀態(tài)進(jìn)行研究,分析行業(yè)競爭格局特征及主要競爭主體、對比分析期貨公司的業(yè)務(wù)模式、闡述低費(fèi)率的價格競爭特點(diǎn)。對于公司的內(nèi)部優(yōu)勢與劣勢以及外部機(jī)會與威脅進(jìn)行了詳細(xì)闡述,進(jìn)而確立了公司未來的戰(zhàn)略定位。即必須在競爭中必須揚(yáng)長避短,改變粗放的規(guī)模式經(jīng)營,通過差異化競爭方式樹立競爭優(yōu)勢,做精做深做小做細(xì),依托經(jīng)紀(jì)通道,遞延高價值的附加服務(wù),尤其是要在創(chuàng)新業(yè)務(wù)上獨(dú)樹一幟,通過資產(chǎn)管理業(yè)務(wù)完成公司的戰(zhàn)略轉(zhuǎn)型。論文對上海大陸期貨有限公司的競爭戰(zhàn)略提出了多方面改進(jìn)措施：業(yè)務(wù)模式的創(chuàng)新改進(jìn),使其更適應(yīng)于市場環(huán)境的變化；價格競爭策略應(yīng)采取服務(wù)分級結(jié)合差異化收費(fèi)；專業(yè)研發(fā)應(yīng)更實用化、更貼近市場一線開發(fā)；在產(chǎn)品服務(wù)上加強(qiáng)創(chuàng)新；風(fēng)險管理加強(qiáng)預(yù)警服務(wù)與客戶分級；渠道創(chuàng)新的策略；品牌營銷模式的改進(jìn)；兼并擴(kuò)張的選擇路徑。
[Abstract]:China's futures industry has entered a new period of rapid development since 2008 after nearly 20 years of development, after the initial development, governance and rectification as well as legal restructuring. In recent years, with the ups and downs of the economic environment, the futures industry has also experienced the wave of brokerage mergers and futures companies, the introduction of financial futures and the introduction of classified supervision and other industry changes. Both the external environment and the internal participants in the entire industry have undergone essential changes. On the one hand, the continuous introduction of new varieties and the continuous improvement of policies and regulations have made the industry participants explode and brought great opportunities; on the other hand, the competition pattern of the industry has been divided. With the capital agglomeration and the accumulation of resources, the securities futures companies take up the living space of the traditional futures companies, which leads to the fierce competition of low price fees and makes the profit level of the whole industry move down rapidly. Shanghai Continental Futures Co., Ltd. was founded in 1994, as one of the first large professional futures companies in China, the main business scope is domestic commodity futures and financial futures business. As a traditional futures company, futures training and other traditional marketing means have occupied a certain market share. However, in the face of the spot futures company with deep industrial background and the brokerage company with rich customers, the traditional futures company is faced with the dilemma of potential operation. Therefore, it is of great significance to study its further development strategy. This paper mainly takes Shanghai Continental Futures Co., Ltd. as a typical example, aims to study the competitive state of the industry, analyze the characteristics of the industry competition pattern and the main body of competition, and compare and analyze the business model of the futures company. This paper expounds the characteristics of low-rate price competition. The internal strengths and weaknesses as well as the external opportunities and threats of the company are elaborated in detail, and the strategic positioning of the company in the future is established. That is, we must develop our strengths and circumvent our weaknesses in the competition, change the extensive scale management, establish a competitive advantage by way of differentiated competition, do fine work, do deep, do small and thin, rely on brokers' channels, and delay the additional services of high value. In particular, we should be unique in innovative business, through asset management business to complete the strategic transformation of the company. The paper puts forward many measures to improve the competitive strategy of Shanghai Continental Futures Co., Ltd.: innovation and improvement of business model to adapt to the change of market environment, price competition strategy should adopt service grading combined with differentiated charge; Professional R & D should be more practical and close to the first line of market development; strengthen innovation in product service; risk management strengthen early warning service and customer classification; channel innovation strategy; brand marketing model improvement; merger and expansion of the choice path.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2012
【分類號】：F271;F832.39

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