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论文编号：	3083
作者编号：	2120082621
上传时间：	2011/5/23 22:25:03
中文题目：	银河证券东莞营业部竞争环境分析与策略选择研究
英文题目：	The Research on Competition Environment Analysis & Tactics Choice of Galaxy Securities Business Dept In Dongguan
指导老师：	薛有志
中文关键字：	银河证券;证券营业部;竞争策略
英文关键字：	Galaxy Security; Securities Business Department; Competition Tactics
中文摘要：	我国资本市场的迅猛发展为证券行业带来了前所未有的发展空间和发展机遇，同时，证券公司之间的竞争也越来越激烈。尤其是近两年证券营业部数量的急剧增长，使营业部面临着巨大的生存和发展压力。同样，银河证券东莞营业部也面临如何调整竞争策略，抓住资本市场高速发展的机会应对激烈的市场竞争的问题。本文运用企业竞争战略理论以及相关的分析工具，在分析国内外证券行业的发展路径与趋势的基础上，借鉴国内外优秀营业部的发展经验，结合营业部自身情况，提出了未来能够适应东莞区域竞争形势和营业部自身特点的竞争策略。 本文首先讨论企业竞争战略理论。虽然营业部只是证券公司的一个下属经营单位，在企业战略层面上很多问题都由公司总部统一决定，但是由于我国地区差异非常大，营业部如果不主动应对当地市场变化，没有自己的发展思路，只是被动的执行公司总部的政策和考核指标，必将在市场竞争中处于劣势。 其次，根据国内外证券行业的发展历程比较，得出我国证券业将向多元化、规范化、规模化、集中化、国际化和混业经营的趋势发展的结论。通过我国证券营业部的发展现状研究，发现目前存在的主要问题是：盈利模式单一、竞争同质化现象严重、部分地区营业部数量过度饱和、恶性竞争导致佣金率下滑等。借鉴国内外优秀营业部的发展经验，我们认为营业部的发展方向将是：以低成本的虚拟营业部提供交易通道，同时以投资顾问模式提供增值服务。 然后本文对银河证券东莞营业部的竞争环境进行分析，我们发现银河证券东莞营业部面临良好的宏观发展环境：稳定的政治环境、持续发展的经济环境、高速发展的技术支持、区域经济发展前景和政策支持等；同时也面临着区域内更趋激烈的市场竞争以及内部缺乏竞争意识、企业文化懒散等弱点。 最后本文讨论了东莞营业部的竞争策略选择，通过SWOT分析法对营业部的内部环境进行分析，明确了优势、劣势、机会和威胁，然后从影响力、管理、成本、核心竞争力等四个方面制定出竞争策略：以品牌宣传提升企业的影响力；加强内部管理提升执行力；以低成本策略获得抗风险能力；以差异化策略赢得核心竞争力。
英文摘要：	The rapid development of China's capital market has brought unprecedented opportunities of development for the securities industry but at the same time, competition among securities firms has become increasingly fierce. Especially in the last two years, the number of securities business department grows rapidly, which makes the business department face enormous pressure on the survival and development. Likewise, the business department of Dongguan Galaxy Securities also faces the problems that how to adjust the competition tactics; seize the opportunity of the rapid development of capital markets to respond to the fierce market competition. Therefore, this article used enterprise competiton strategies and related tools, to extract GALAXY securities Dongguan department’s competition tactics based on grasping the trends of Chinese securities industry. At first this thesis discusses the theory of enterprise competition tactics. While the securities business department is a subsidiary business units the company, a lot of problems on the strategy level are decided by the headquarters. But because of the regional differences, the business department should solve their problem according to the local market. Otherwise, it will be in a passive situation in the market competing. Secondly, according to the comparison of development process between domestic and international securities industry, we can get the conclusion that the securities industry in China will be diversified, standardized, centralized, with large scale， internationalization and Mixed development .There are many problems existed. We believe that the development direction of the business department is: to provide low-cost trading channel virtual business department, while make the investment consultancy model to provide value-added services. Then, though the macro environment analysis, industry environmental analysis and internal environment analysis, we find that Galaxy Securities Sales Department has good opportunities to develop，while it also faces more fierce market competition and the sense of a lack of competition within the business department, corporate culture lazy weaknesses. Finally, we discussed the Sales Department develop a competitive tactics from the impact, management, cost, and core competencies : to enhance corporate branding influence; to strengthen the internal management to enhance the execution; to low anti-risk ability to obtain cost tactics; the differentiation tactics to win the core competitiveness.
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