Research On Development Strategy Of CITIC Shenyang Securities

Citic Securities is China securities market's leader, but during a long time, there is no effective development of Shenyang market, Shenyang business department of CITIC Securities was formally established in 2010, as a new entrants of shenyang market, CITIC Shenyang Securities must take effective action to chosen their actual business development strategies which meet the Ministry's need and the shenyang market environment, promote the CITIC shenyang Securities to develop rapidly.The paper first summarizes theory of Securities and development strategy, and then specifically analyzes the external and internal environment of CITIC Shenyang Securities. Based on a systematical analysis of the external environment, such as macro environment, industry environment and enterprise environment, the paper analyzes the opportinuties and threats of CITIC Shenyang Securities. Based on a systematical analysis of the internal environment, the paper analyzes the advantages and the disadvantages of CITIC Shenyang Securities. Based on the analysis above, with the help of SWOT method, the paper defines the development strategy of CITIC Shenyang Securities.In this paper, we define the strategic position, the strategic target, the customer target of the company.In the business development strategy, this paper proposed group joint development, with CITIC Group's other business linkage strategy; alliance strategic and expand the depth of enterprise-level customer strategy; one-stop comprehensive financial services and customer lock strategy; Rene organizations to avoid lower competitive strategy; innovative human resources policies and constructed personnel strategies.In the specific product development strategies, this paper define different business development ideas for these products such as the medium-sized enterprises for investment banking, securities financing, mergers and acquisitions, asset securitization business, SME equity financing, direct investments, fixed income sales trading, asset management, brokerage business and so on.Also, after strategic position, business development strategy, the paper makes a detailed plan to carry out the strategy of CITIC Shenyang Securities.