The Development Strategy Research Of Heng Ping Trust Company

Heng Ping Trust Investment Co. Ltd (referred to as Heng Ping Trust below) is a comprehensive financial service company mainly dealing with financial trust products. With the perfection of market system and the development of global economy, in particular, China's entry into the WTO, our financial service sector will be more open to foreign companies. So to win over the competitors in the marketplace, these financial service companies must increase their competitiveness. The strategic management , the highest level among the management which impacts the future of a company, is of the significant importance. This thesis is based on the strategic management to seek for the profit-gaining model and development strategy for Heng Ping Trust with the aim to raise its competitiveness through the internal and external environment factors'analysis. This article adopts the SWOT Method to analysis the strengths and weaknesses, the opportunities and threats confronting Heng Ping Trust—this includes the analysis on the social economic environment, market environment for Heng Ping Trust and the different Trust models in different countries and their advantages and disadvantages. Finally the specific competitive and development strategy are determined. Based on these strategies, Heng Ping Trust has made a concrete middle and long term development plan to ensure the management team understand the total strategy and be committed to increase the core competitiveness of Heng Ping Trust.