本文選題：競爭戰(zhàn)略 + 招商證券　； 參考：《西安理工大學》2017年碩士論文

【摘要】：隨著時代的進步,經(jīng)濟全球化逐漸成了今天的新常態(tài),中國的經(jīng)濟發(fā)展迅猛,使得我國的證券業(yè)也高速發(fā)展。證券行業(yè)擁有較好的發(fā)展環(huán)境與機會,使得證券行業(yè)的券商快速增加,目前中國的證券公司總共有126家,證券業(yè)正以蓬勃之勢發(fā)展。國內(nèi)券商間競爭激烈,再加上外來資本進入中國市場也給國內(nèi)的本國證券公司帶來了巨大的競爭。當今這種新形勢之下,招商證券公司需要不斷加強自身的發(fā)展速度、綜合實力,抓住市場有利機遇。增強自身競爭核心優(yōu)勢,在證券市場實現(xiàn)更大的收益。本研究以招商證券為研究對象,首先對招商證券經(jīng)紀業(yè)務的現(xiàn)狀以及面臨的外部環(huán)境進行分析,介紹了招商證券的概況,對經(jīng)紀業(yè)務的收益情況、業(yè)務結(jié)構(gòu)進行分析,并對公司人才狀況及企業(yè)文化進行分析;其次,運用PEST分析法對證券行業(yè)宏觀環(huán)境進行分析,并對行業(yè)發(fā)展趨勢以及五力競爭狀況進行分析,依據(jù)以上分析,運用SWOT分析法識別出招商證券內(nèi)部優(yōu)勢、劣勢以及外部機遇、威脅。綜合招商證券內(nèi)部優(yōu)勢、劣勢以及外部環(huán)境的機遇、威脅,依據(jù)競爭戰(zhàn)略理論,提出招商證券三種備選戰(zhàn)略:差異化戰(zhàn)略、低成本戰(zhàn)略、集中化戰(zhàn)略,通過對這三種戰(zhàn)略的定性與定量分析,得出最終評價結(jié)果,確定招商證券應實施差異化戰(zhàn)略,具體的方案內(nèi)容是,產(chǎn)品差異化和服務差異化。產(chǎn)品差異化包括面向個人客戶的產(chǎn)品創(chuàng)新、面向機構(gòu)客戶的產(chǎn)品創(chuàng)新、面向企業(yè)客戶的產(chǎn)品創(chuàng)新;服務差異化包括重視客戶風險測評、構(gòu)建“以客戶為中心”的營銷服務模式、提升服務能力,優(yōu)化服務方式、加強與客戶溝通,落實客戶意見。最后,為了保證差異化戰(zhàn)略的成功實施,對招商證券競爭戰(zhàn)略成功實施提出四方面有效建議,包括組織結(jié)構(gòu)的革新、健全管理創(chuàng)新制度、加強人力資源建設(shè)、完善財務管理。
[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.
【學位授予單位】：西安理工大學
【學位級別】：碩士
【學位授予年份】：2017
【分類號】：F832.51

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