文本描述
至2012年券商大会成功举办以来,券商迎来证券行业迅速发展的第一次红 利期。近几年,中国金融市场对外开放的步伐不断加快,证券市场也发
生了不同 寻常的变化。伴随2018年监管部门的不断完善,资管业务、减持新规、质押业 务等一系列新管理办法的影响逐步显现。银行、保险、信托机构等强有力的竞争 者不
断涉及券商业务,面对日益复杂的金融环境,证券行业的发展再次迎来了巨 大挑战和新的机遇。一方面,面对众多市场参与者的竞争,需要做到维护客户, 保证客户不流失。另
一方面注册制、科创板的成功推出使得行业变革加速,券商 行业再次迎来行业创新发展的红利期。最后面对越来越规范、完善的监管态势, 在这种新形势下,如何迅速找准行业
定位和客户群体,把握住券商改革的机遇, 如何将券商行业的业务做的更好,需要进行前瞻性布局。 本文结合行业发展态势,对券商行业竞争战略进行研究。收集行业发展相关
资料并进行对比,同时通过作者工作经验并以G证券公司为例,运用波特五力模 型、PEST分析及SWOT分析进行解析,明确合规风控、投研实力、智能科技及人 力资源等
优势,抓住监管政策的红利期,进一步提升公司整体实力和市场竞争力。 为了更好的实现企业战略目标,通过几利^竞争战略工具模型分析后,明确只 有差异化竞争才能使G证
券公司获得更好的市场竞争力。结合合规严监管下推出 的科创板、注册制等创新业务发展,通过营销渠道差异化、产品服务差异化及品 牌形象差异化明确企业竞争优势,更加突
出企业在行业中的领先地位。通过建立 晋升降级的人事管理制度、后备干部储备制度和薪酬保障制度等相关举措使得企 业良性发展,从而实现更高的战略目标。 关键词:证券公
司;竞争战略;SWOT分析;差异化竞争战略 I Abstract Sincethesuccessfulholdingofthesecuritiestraderc
onferencein2012,the securitiestraderhasusheredinthefirstbonusofthesecuritiesind
ustry.Inrecent years,accompanywiththeopeningtotheoutsideworld,financialmarketde
veloping fasterandfaster,andunusualchangeshavetakenplaceinthesecuritiesmarket.
Withthecontinuousimprovementofthesupervisiondepartmentsin2018,the impactofaseri
esofnewmanagementmeasuressuchasassetmanagementbusiness, newregulationsforreduci
ngholdings,andpledgebusinesshasgraduallyemerged. Strongcompetitorssuchasbanks,i
nsurance,andtrustinstitutionsareconstantly involvedinthesecuritiesbusiness.Inth
efaceofanincreasinglycomplexfinancial environment,thedevelopmentofthesecurities
industryhasonceagainusheredin hugechallengesandnewopportunities.Ontheonehand,in
thefaceofcompetition frommanymarketparticipants,itisnecessarytovindicatecustome
rsandensurethat customersarenotlost.Ontheotherhand,thesuccessfullaunchoftheregi
stration systemandthescienceandtechnologyinnovationboardhasacceleratedthe ??? tr
ansformationoftheindustry,andthebrokerageindustryhasonceagainusheredina bonusof
thesecuritiesindustryinnovationanddevelopment.Finally,inthefaceof moreandmorest
andardizedandperfectsupervision,inthisnewsituation,howto quicklyfindtheindustry
positioningandcustomergroups,seizetheopportunitiesof thebrokeragereform,andhowt
omakethebusinessofthebrokerageindustrybetter, itneedstobecarriedoutforward-look
inglayout. Thisarticlestudiesthecompetitionstrategyofthesecuritiesfirmindustryb
ased ontheindustrydevelopmentsituation.Collectandcomparetherelevantinformation
onindustrydevelopment.Atthesametime,usetheauthor'sworkexperienceanduse theGSecu
ritiescompanyasanexamplewithusingPorter'sfive-forcemodel,PEST analysisandSWOTan
alysistoclarifycomplianceriskcontrol,investmentresearch strength,intelligenttec
hnologyandHumanresourcesandotheradvantages^seizethe bonusperiodofregulatorypoli
cies,andfurtherenhancethecompany'soverall strengthandmarketcompetitiveness. Ino
rdertobetterachievethestrategicgoalsofthecompany,afteranalyzing severalcompetit
ivestrategytoolmodels,itisclearthatonlydifferentiated competitioncanenableGSecu
ritiescompanytoobtainbettermarketcompetitiveness. Combinedwiththedevelopmentofi
nnovativebusinesssuchasscienceand it technologyboard,registrationsystemlaunched
understrictsupervision,thecompany differentiatescustomersthroughmarketing,diffe
rentiatesproductsandservices,and differentiatesitsbrandimagetoclarifythecompany
'scompetitiveadvantagesand highlightitsleadingpositionintheindustry.Throughthee
stablishmentofpromotion andpromotionpersonnelmanagementsystem,reservecadrereser
vesystemand salaryguaranteesystemandotherrelatedmeasures,tomakethecompany'sheal
thy developmentandachievehigherstrategicgoals. Keywords:Securitiescompany;Compe
titivestrategy;SWOTanalysi; Differentiatedcompetitivestrategy hi 目录 ^MI AbstractI
I 11 1.1研究背景和意义1 1.1.1研宄背景1 1.1.2研宄意义2 1.2文献综述2 1.2.1竞争战略的定义2 1.2.2竞争战略的分类3 1.2.3证
券行业竞争战略研究,4 1.2.4研宄述评5 1.3研究内容和研究思路:5 1.3.1研宄内容,...5 1.3.2研宄思路6 2概念界定及理论基础.......
7 2.1概念界定7 2.1.1竞争战略概念7 2.1.2证券行业主要业务概念7 2.2竞争战略分析工具:8 2.2.1波特五力分析模型8 2.2.2SWOT分析
法:8 2_2.3PEST分析法9 3G证券公司环境分析10 3.1G证券公司简介10 3.2外部宏观环境分析10 3.2.1政治环境分析11 3.2.2经济环境
分析12 3.2.3社会环境分析13 3.2.4技术环境分析14 3.3G证券公司竞争环境分析15 3.3.1行业内现有企业的竞争16 3.3.2潜在竞争者的威胁
18 IV 3.3.3来自替代品的威胁1