G证券公司零售业务竞争战略研究

【作者】 陈鑫；

【导师】 高波；

【作者基本信息】 南京大学 ， 工商管理（MBA）（专业学位）， 2019， 硕士

【摘要】 20世纪80年代中期,我国第一家专业性证券公司深圳特区证券成立,开启了中国证券业蓬勃发展的时代。在证券行业三十多年的发展历程中,伴随着我国市场经济不断成熟发展,证券市场制度和体系不断健全完善,证券行业对于丰富国内投融资体系、构建金融市场发挥着越来越重要的作用。近年来,随着行业监管松绑和创新业务的推出,证券公司逐渐摆脱业务收入结构单一的局面,但是证券零售业务仍然是证券公司最主要的收入来源。当前,证券行业的竞争趋于白热化,在外部宏观经济政策和行业环境的影响下,证券零售业务既遇到了巨大的发展机会,又面临严峻的挑战。本文基于战略管理理论,以国内综合实力排名前列的G证券公司为例,通过对其零售业务的全面分析,提出G证券公司零售业务的竞争战略和相应的实施及保障措施。在研究中,本文首先对企业的战略管理理论进行了研究,简要回顾了证券公司零售业务的相关文献。当前理论界对证券零售行业战略的相关研究主要侧重于传统经纪业务,本论文研究的证券零售业务包含了传统证券经纪业务及其延伸出的融资融券、保证金管理类产品和代销金融产品业务,赋予了证券零售业务更丰富的内涵和收入来源,更具有现实意义。其次,本文运用PEST模型和五力模型对G证券公司的宏观环境和行业竞争环境进行了分析,总结出G证券公司外部环境中存在的机会和威胁。再次,本文对G证券公司的背景和零售业务发展情况进行了介绍,通过财务资源、人力资源、组织管理、信息技术、品牌声誉、研究能力等方面对G证券公司资源与能力进行分析,得出其内部环境存在的优势与劣势。随后,采用SWOT分析方法得出G证券公司需要采用差异化竞争战略,通过发挥其综合金融服务的这一核心优势,为客户提供一站式、全方位、多市场、多品种投融资服务,实现竞争优势。最后,本文提出了 G证券公司重建零售客户服务体系、搭建统一账户体系、完善产品服务体系、建设差异化营销渠道体系四个战略实施措施,并从业务、组织管理、人力资源、财务、金融科技、公司文化等六个方面落实保障机制,从而完成了 G证券公司零售业务竞争战略的研究。更多还原

【Abstract】 In the mid-1980s,Shenzhen Special Economic Zone Securities co.,LTD.,China’s first professional securities company,was established,ushering in an era of vigorous development of China’s securities industry.During more than 30 years of development of the securities industry,with the continuous development of China’s market economy and the improvement of the securities market system,the securities industry is playing an increasingly important role in enriching the domestic investment and financing system as well as building the financial market.In recent years,with the deregulation of the industry and the introduction of innovative business,securities companies gradually get rid of the monotonous business revenue structure,but the securities retail business is still the main source of income for securities companies.At present,the competition in the securities industry tends to be white-hot.Under the influence of external macroeconomic policies and industrial environment,the securities retail business has encountered both great development opportunities and severe challenge.Based on the strategic management theory,this paper takes G securities company,which ranks top as in the overall strength of China,as an example,and puts forward the competitive strategy and corresponding implementation and safeguard measures of G securities company’s retail business through a comprehensive analysis of its retail business.In the research,this paper first studies the strategic management theory of the enterprise,and briefly reviews the reference on the retail business of securities companies.Theory of the securities of retail industry strategy research mainly focus on the traditional brokerage business,securities of retail business in the research of this thesis includes traditional securities brokerage business and its extended Margin Trading and Short Selling,margin management products and Consignment of the financial products business,which offer a richer connotation and source of income,a more practical significance.Secondly,this paper applies PEST model and five forces model to analyze and study the macro environment and industrial competitive environment of G securities company.Then,this paper demonstrates the background information as well as the development of the retail business in G company,analyzing 6 aspects such as finance resources,human resources,organization management,information technology,brand reputation and research capabilities,so as to find out the advantages and disadvantages of the internal environment.Also,this paper applies the SWOT analysis method and leads to a conclusion that G securities company needs to adopt differentiation competitive strategy,through the use of its the core advantage of comprehensive financial services,to provide one-stop,all-round,multi-markets,more varieties of investment and financing services,achieving competitive advantage.Finally,this paper presents four strategic measures—rebuilding retail customer service system,setting up a unified account system,improving the product service system,building differentiation marketing channel system.Last but not the least,the paper describe from six aspects to carry out the strategy—the business,management,human resources,finance,financial science and technology,and company culture—thus completing the competitive strategy research of the retail business of G securities company.更多还原