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论文编号：	11192
作者编号：	2120152801
上传时间：	2019/12/9 5:13:37
中文题目：	宜信财富公司战略优化与实施研究
英文题目：	Study on Strategic Optimization and Implementation of Yixin Wealth Company
指导老师：	白长虹
中文关键字：	宜信财富公司;财富管理;发展战略;QSPM矩阵;SWOT分析
英文关键字：	Yixin Wealth Company;Wealth management;Development strategy;QSPM matrix;SWOT analysis
中文摘要：	近年来，我国私人财富管理业务市场逐渐进入到“红海”竞争状态，单一企业的发展压力越来越大。因此，与时俱进不断进行企业发展战略的优化具有现实必要性。宜信是一家全球领先的从事普惠金融和财富管理业务的金融科技企业，成立于2006年。宜信在信贷科技、财富管理科技、保险科技等领域具有优势地位，旗下包括宜人金科、宜信财富公司、宜信博诚等主要业务板块。成立13年以来，坚持理念创新、模式创新和技术创新，服务了中国400多万个人消费者、小微企业主、个体工商户和农户，以及100多万大众富裕人群和高净值、超高净值人群，用实际行动践行“科技让金融更美好”。目前已在全国近300个城市以及农村地区建立起强大的协同服务网络，并在全球主要金融市场设有分支机构。旗下从事信贷科技和财富管理科技的宜人金科（NYSE:YRD）2015年12月18日在美国纽交所上市，成为中国金融科技第一股。旗下宜信财富公司致力于为高净值、超高净值人群提供财富管理服务。 本文以宜信财富公司为案例，在分析其现有发展战略内涵与不足的基础上，针对宜信财富公司当前的内外部发展环境与产业竞争状况，设计了企业发展战略选择的QSPM矩阵并计算出最佳的发展战略。 通过本文的研究可知：首先，当前在宜信财富公司私人财富管理业务发展的过程中外部宏观环境与内部资源禀赋环境较为有利。从我国来看当前的政治（法律）环境来看，国家对于企业在合法条件下积极开展私人财富管理业务整体上呈现支持态度。在此方面国家也出台了一系列的法律法规或政策性文件给予支持。例如，《信托法》、《证券投资基金法》、《保险法》、《金融资产管理公司条例》等，均从多个层面解释、引导与保障私人财富管理活动的有序开展。整体而言虽然我国在私人财富管理业务层面，未制定针对性的法律法规，但是，与之相关或间接相关的法律法规较多而整体上以引导与支持私人财富管理业务开展为主。 其次，宜信财富公司的整体发展目标是：以客户的理财需求为基础，帮助客户实现稳定、安全的财富增值，以优质的客户体验服务来实现企业发展的价值。当前的发展战略在内涵与实施上存在如下问题：发展战略内容滞后于时代、大数据利用缺乏创新业务竞争战略陷入“红海”、发展战略中财务战略不明晰。 通过SWOT分析可知，宜信财富公司的优势是：第一，核心产品优势。目前，在宜信财富公司发展的过程中虽然未形成私人财富管理的产品体系，但是，公司的核心产品仍然在市场上具有一定的优势。目前，宜信财富公司推出了基于“资产配置黄金三原则”（独创）的市场化母基金组合投资产品在行业内广受认可并形成了对客户的较强吸引力。第二，品牌优势。历经十余年的发展宜信财富公司已经形成了一定的品牌积累，虽然公司的品牌并非“全民知晓”但是也是一定区域范围内被消费者所熟知。同时，当前宜信财富公司的品牌形象也在不断强化并向国内其它市场渗透，品牌影响力整体上在不断地强化。第三，与众多银行建立了战略合作关系。目前，宜信财富公司已经与中国“四大行”与主要股份制商业银行签订了长期的战略合作关系，并私人财富管理业务上与这些银行进行合作。第四，组织治理。宜信财富公司当前的组织体系在不断完善，形成了符合现代企业管理的扁平化体系。由此，提高了宜信财富公司内部的管理效率，降低了企业的管理成本（相对成本）。以此，能够帮助宜信财富公司在后续的发展战略实施过程中高效、低成本执行具体的战略措施，以促进最终的发展战略目标实现。 宜信财富公司面临的机遇是：第一，市场规模持续扩大。近年来，随着我国经济的发展以及居民在收入上的增加，居民对于私人财富管理意愿越来越强，由此扩大了私人财富管理产品的消费市场。第二，行业发展日益规范。行业的规范化发展对于宜信财富公司这类中型企业而言，能够提高市场竞争的有效性与各项行为的规范性从而促进企业的发展。第三，政府公共服务职能不断强化。近年来，随着我国服务型政府体系的建设，政府在公共服务管理上的能力越加强化，由此能够为宜信财富公司的发展创造更好地公共服务条件。 通过QSPM矩阵分析可知：SO战略方案的得分为2.57分，大于其他三个方案的得分。所以，在宜信财富公司发展战略选择中应当优选SO战略——成长型战略；即，利用自身的优势条件与外部机遇环境，顺势而为实施扩展型发展战略，从而不断提升私人财富管理业务的市场占有率与营收，在服务客户的过程中为股东创造更大的价值。为推动宜信财富公司发展战略的优化实施，本文提出需要从基于互联网大数据应用的竞争方案设计，财务方案设计，营销方案设计，人力资源方案设计等多维度进行全面推进，从而共同推动发展SO战略的最终实施。 互联网大数据的应用对于宜信财富公司私人财富管理业务的发展带动了机遇，但是，互联网大数据应用的开放性使得其它金融机构也能够便利的使用互联网大数据来支持私人财富管理业务的开展。一方面，将互联网大数据应用于客户非直接经济活动领域，另一方面，利用互联网大数据来分析客户经营现状。 在宜信财富公司的发展中，其当前的营收、资产负债率相较于同行中的中小企业而言具有一定的优势。但是，在筹资上宜信财富公司则主要采用股权筹资，对于债务筹资的利用较少。建议合理加强长期与短期债务筹资，具有重要的意义与现实必要性。 在进行产品开发上宜信财富公司可以采取以下策略：第一，开发入门型私人财富管理产品。第二，开发明星产品，将新客户转化为老客户。第三，开发战略性产品，培养高端客户。 为顺利推动宜信财富公司SO发展战略的实施，构建人力资源保障体系具有十分重要的意义。在构建人力资源保障体系时，对企业现有人才进行培养则是最为直接且便利的方式。
英文摘要：	In recent years, as China's private wealth management business market has gradually entered the "Red Sea" competition state, the development pressure of a single enterprise is increasing. Therefore, it is necessary to keep pace with the times and continuously optimize the enterprise development strategy. Yixin, as a global leading financial technology enterprise engaged in inclusive finance and wealth management, was established in 2006. Yixin has an advantageous position in credit technology, wealth management technology, insurance technology and other fields. Its main business sectors include Yixin Jinke, Yixin Fortune Company and Yixin Bocheng. Since its establishment 13 years ago, it has adhered to concept innovation, mode innovation and technology innovation, serving more than 4 million Chinese consumers, small and micro business owners, individual industrial and commercial households and farmers, as well as more than 1 million rich people and people with high net worth and ultra-high net worth. It has implemented "technology makes finance better" with practical actions. At present, it has established a strong cooperative service network in nearly 300 cities and rural areas in the country, and has set up branches in major global financial markets. NYSE: YRD, which is engaged in credit technology and wealth management technology, was listed on the New York Stock Exchange on December 18, 2015, becoming the first share of China's financial technology. Its Yixin Fortune Company is committed to providing wealth management services for people with high net worth and ultra-high net worth. Based on the case of Yixin Fortune Company and the analysis of the connotation and deficiency of its current development strategy, this paper designs the QSPM matrix for enterprise development strategy selection and calculates the best development strategy according to the current internal and external development environment and industrial competition of Yixin Fortune Company. According to the research of this article, firstly, the external macro environment and the internal resource endowment environment are more favorable in the development of the private wealth management business of Yixin Fortune Company. Judging from the current political (legal) environment in our country, the state generally supports enterprises to actively carry out private wealth management under legal conditions. In this regard, the country has also issued a series of laws, regulations or policy documents to support it. For example, the Trust Law, the Securities Investment Fund Law, the Insurance Law and the Regulations on Financial Asset Management Companies all explain, guide and guarantee the orderly development of private wealth management activities from various levels. On the whole, although China has not formulated specific laws and regulations on the level of private wealth management business, there are many laws and regulations related to it or indirectly related to it, and on the whole it is mainly to guide and support the development of private wealth management business. Secondly, the overall development goal of Yixin Fortune Company is to help customers realize stable and safe wealth appreciation based on their financial needs, and to realize the value of enterprise development with high-quality customer experience service. The current development strategy has the following problems in connotation and implementation: the content of the development strategy lags behind the times, the use of big data lacks innovation, the business competition strategy falls into the "Red Sea", and the financial strategy in the development strategy is unclear. Through SWOT analysis, the advantages of Yixin Fortune Company are as follows: First, the advantages of core products. At present, although there is no product system for private wealth management in the development process of Yixin Fortune Company, the core products of the Company still have certain advantages in the market. At present, Yixin Fortune Company has launched a market-oriented parent fund portfolio investment product based on the "Three Principles of Asset Allocation" (original creation), which is widely recognized in the industry and has formed a strong attraction to customers. Second, brand advantage. After more than ten years of development, Yixin Fortune Company has formed a certain brand accumulation. Although the company's brand is not "known to all", it is also well known to consumers within a certain area. At the same time, the brand image of Yixin Fortune Company is constantly strengthening and permeating into other domestic markets, and the brand influence is continuously strengthening as a whole. Third, it has established strategic cooperative relations with many banks. At present, Yixin Fortune Company has signed long-term strategic cooperation relations with China's "four major banks" and major joint-stock commercial banks, and has cooperated with these banks in private wealth management business. Fourth, organizational governance. The current organizational system of Yixin Fortune Company is continuously improving, forming a flat system in line with modern enterprise management. As a result, the internal management efficiency of Yixin Fortune Company has been improved and the management cost (relative cost) of the enterprise has been reduced. In this way, it can help Yixin Fortune Company to implement specific strategic measures with high efficiency and low cost in the follow-up development strategy implementation process, so as to promote the realization of the ultimate development strategy goal. The opportunities Yixin Fortune Company faces are: First, the market scale continues to expand. In recent years, with the development of China's economy and the increase of residents' income, residents have become more and more willing to manage private wealth, thus expanding the consumer market of private wealth management products. Second, the development of the industry is increasingly standardized. For medium-sized enterprises such as Yixin Fortune Company, the standardized development of the industry can improve the effectiveness of market competition and the standardization of various behaviors so as to promote the development of enterprises. Third, the government's public service function has been continuously strengthened. In recent years, with the construction of China's service-oriented government system, the government's ability in public service management has been strengthened, which can create better public service conditions for the development of trust wealth companies. According to QSPM matrix analysis, the score of SO strategic plan is 2.57 points, which is higher than that of the other three plans. Therefore, the SO strategy-growth strategy should be selected in the development strategy selection of Yixin Fortune Company. That is, taking advantage of its own advantageous conditions and external opportunity environment, it is convenient to implement an expanded development strategy so as to continuously increase the market share and revenue of private wealth management business and create greater value for shareholders in the process of serving customers. In order to promote the optimal implementation of Yixin Fortune Company's development strategy, this paper proposes that it is necessary to carry out comprehensive promotion from multiple dimensions such as competition scheme design, financial scheme design, marketing scheme design and human reSOurces scheme design based on Internet big data application, so as to jointly promote the final implementation of SO strategy. The application of Internet big data has brought opportunities for the development of private wealth management business of Yixin Fortune Company. However, the openness of Internet big data application enables other financial institutions to conveniently use Internet big data to support the development of private wealth management business. On the one hand, Internet big data is applied to customers' non-direct economic activities; on the other hand, Internet big data is used to analyze customers' operating status. In the development of Yixin Fortune Company, its current revenue and asset-liability ratio have certain advantages over the small and medium-sized enterprises in the same industry. However, Yixin Fortune Company mainly adopts equity financing and makes less use of debt financing. It is of great significance and practical necessity to suggest that long-term and short-term debt financing should be strengthened reasonably. In product development, Yixin Wealth Company can adopt the following strategies: First, develop entry-level private wealth management products. Second, develop star products and turn new customers into old customers. Third, develop strategic products and cultivate high-end customers. In order to smoothly push forward the implementation of the SO development strategy of Yixin Fortune Company, it is of great significance to construct a human resources guarantee system. When constructing the human resources guarantee system, it is the most direct and convenient way to cultivate the existing talents of the enterprise.
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