The Competitive Strategy Study Of Shandong International Trust And Investment Corporation

With the opening of Chinese financial market and the promulgation of the new laws and regulations of trust industry, Shandong International Trust and Investment Co. (herein after "SITIC") has to face newly severe competition. Taking the aggressive and steady operation principle, SITIC develops greatly and become more and more powerful. Under the new situation, how to maintain its predominance in the variational environment and improve competitive power of the company and what kind of competitive strategy the company should take has become a big problem to the development of SITIC.Based on the strategic management theory and with research to the operation and management of SITIC, this thesis uses the PEST analytic method, the five power model, the SWOT analytic method and other analysis tools, as well as analysis methods such as questionnaire method, mathematical statistics, contrast analysis and quota and qualitative analysis. Thus this thesis evaluates and analyzes the organization's macroscopic environment, the industry competition situation and its internal conditions. This thesis also holds inspiring discussions on present situation, and proposes competition strategies to enhance competitive ability. Derived through analysis of the external environmental, the opportunities and the challenges both exist, and people's recognition of financial products is increasing nowadays. Meanwhile, with the financial opening policy and diversification of products, more competitors will join to seek those potential customers and high quality customer resources. Based on SITIC's internal condition, it had both advantages and disadvantages. SITIC has its innate superiority, such as steady-going traditional business, rare resource of trust company license and good credit standing in the market, but there're also some weaknesses, without core business, inadequate volume and income of trust business, no long-term development profit earning pattern and the innovation ability need to improve. By the contrast analysis of the strategic management analysis model, suggests that SITIC should choose the differentiation strategy.In order to ensure the effective implementation of the strategy in a competitive strategy, SITIC should optimize organizational structure, strengthen R&D and innovation ability, improve services, develop the enterprise culture, and establish scientific personnel development strategy etc. This thesis then puts forward some practical strategic proposals.