中国证券市场的发展从20世纪90年代初上海和深圳证券交易所先后成立,

至今己经历20多年的曲折发展,各项监管措施不断完善,各种市场参与要素也逐

渐发展成熟,我国证券公司的资本实力和经营水平也有了彻底改变。但随着中国

加入WTO, QFII进入国内资本市场脚步逐步地加快、网上交易的盛行和浮动佣

金制的实行和现代信息技术的高速发展,我国证券市场环境发生了根本性变化,

传统证券经纪业务模式面临前所未有的挑战,面对外部环境的恶化和中国金融改

革开放后外资券商咄咄逼人的态势,券商如何强化自身的生存和发展能力,如何

实施适合的发展战略来面对市场经营困境,是摆在全国券商面前急需解决的重要

课题。

在这种背景下,本文以方正证券的业务发展战略的制定与实施为研究主题。

首先通过PEST和波特五力模型,对企业所处的宏观环境和行业环境进行了分析,

得出方正证券面临的机遇和挑战;然后通过企业的资源和能力进行分析总结出企

业的优势、劣势;基于以上分析,设计出企业业务发展的战略方向和方法。最后

分别从品牌建设、内部管理制度、业务及盈利模式的创新以及企业文化等方面做

出了具体分析,为企业业务发展战略实施制定保障体系。

全文通过对方正证券内外部环境的分析和对战略的制定、实施和保障做了详

细的剖析,可以有效地帮助公司盈利目标的实现,为公司的战略决策提供一定的

依据,这对方正证券公司实现从优秀到卓越的发展战略具有一定的意义。

关键词:发展战略;资本中介;资产管理;通道业务

II

工商管理硕士学位论文

Abstract

The Chinese securities market developed from the early 1990s,has set up in

Shanghai and Shenzhen Stock Exchange,and has experienced 20 years of twists and

turns. The various regulatory measures continuously improve,and the various

elements of market participants have gradually developed. But with the deepening of

China WTO accession process,the accelerated pace of QFIIs enter the domestic

capital market, the popularity of online transactions and floating commission system

implementation, and the rapid development of modern information technology, the

Chinese securities market environment has been fundamentally changed. The

traditional brokerage business model is facing serious challenges,facing the

deterioration of the external market environment, as well as the aggressive posture

foreign brokerages after Chinese financial liberalization. The securities companies,

how to enhance their own survival and development capacity, and how to adapt to

market requirements developing strategies to face financial difficulties, is an

important issue placed in front of the national brokerage.

In this context, this paper is based on Founder Securities business development

strategy formulation and implementation as the research topic.Firstly, It analyses the

external operating environment of the Founder Securities by PEST and Porter's five

forces model,in which the macro environment for enterprise and industry

environment, for explaining the Founder Securities facing opportunities and

challenges.Thenthrough corporate resources and capabilities for analysis,it analyzed

its development characteristics, summarized business advantages and

disadvantages.Base the last analysis,it is given the Founder Securities strategic

thinking, and proposed future development of the overall strategic objectives through

the Boston matrix analysis, the corporate strategic direction and business

development methods .Lastly,The Founder Securities thesis concludes with the

development strategy of safeguards,respectively, from brand building, internal

management systems,business and profit model innovation and corporate culture has

made a detailed analysis, analytical development strategies implemented security

system.

Through the market environment of Founder Securities Company, this paper

develops appropriate countermeasures, which can effectively help the company